McDonald’s, Haidilao, and Heytea Enter the “Small Banquet” Market as Gen Z Redefines Celebrationsc'c'c'c'c'c'c
Major food and beverage brands are aggressively entering the “small banquet” (小宴会) market, targeting Gen Z consumers who prioritize emotional and personalized experiences over large-scale events.
Key Developments:
Haidilao: Offers birthday celebration services at hotpot tables
McDonald’s: Hosts wedding and birthday-themed parties
Heytea & Chagee: Provide “wedding group purchase” services
Suzhou Nanyuan Hotel: Launched a “birthday card” that sold 4,300 units in 15 days
Market Context: Data shows that over 60% of newlyweds in 2024 chose small banquets with fewer than 10 tables. Z世代 consumers focus on the “emotional value” of small circles rather than scale and guest count, with content like “bestie birthday parties” and “small exquisite weddings” gaining massive attention on Xiaohongshu and Douyin .
