China’s young professionals opting for children’s meals

Young professionals in China is increasingly forgoing cafeteria food and tasty takeout meals, turning to children's meals instead. Children's meals from well-known dining brands such as Laohuang Chicken, Tai 2 Chinese Sauerkraut Fish, and Xibei Children's Meal are being enthusiastically shared by youth on social media, with their popularity on the up.

The main driver for the increased appetite for children's meals is not only that they are affordable, but also come in moderate portions, are low in oil and salt, visually appealing with cute designs, and comparable to healthy meals. Additionally, many meal sets also come with toys, adding a fun element and providing emotional value.

Children’s meals in China that are popular with young adults. Source: RED/Xiaohongshu.

In response to this trend, many dining brands are starting to pay more attention to the children's meal market segment, seizing this opportunity to introduce new products tailored for "over-age children". For example, hot pot chain Haidilao has collaborated with the well-known animated IP "Super Wings" to launch limited-edition themed restaurants and a variety of co-branded children's meals at some of its stores. In Beijing, there is a ''Anpanman Theme restaurant'' which has adopted a decor style and menu items that are more child-friendly and animated. Through this, it aims to attract diverse groups of customers, from single individuals to families, who visit the restaurant for meals as well as photo opportunities.

Children’s meals and collectables. Source: @海底捞 on RED

Chinese youth taking pictures and having meals at the Anpanman-Themed restaurant. Source: RED/Xiaohongshu