摘要：From lotus root dishes to fiery hotpot, the animated blockbuster Ne Zha 2 has ignited nationwide culinary trends, turning meals in
From lotus root dishes to fiery hotpot, the animated blockbuster Ne Zha 2 has ignited nationwide culinary trends, turning meals inspired by the film into social media sensations.
The feature has surpassed Avengers: Infinity War to become the sixth highest-grossing movie of all time worldwide, according to the Lighthouse Professional Edition, a box office data provider owned by Alibaba.
In the movie, the body of Ne Zha, a mythical demon child, is reborn from lotus root starch. Off-screen, sales of lotus root starch, lotus root soup and other dishes featuring the plant have surged, with restaurants embracing the ingredient in new and inventive ways.
Meanwhile, a scene featuring the Octopus General — who speaks in a Tianjin dialect — being roasted in the furnace has turned the local specialty of stir-fried squid tentacles into a viral hit.
Across the country, restaurants are rolling out Ne Zha-themed drinks, dishes and set meals, blending cinematic fantasy with real-world flavors.
One of the most memorable aspects of Ne Zha 2 is Taiyi Zhenren's distinctive Sichuan-accented Mandarin. This linguistic touch has unexpectedly turned hotpot — a Sichuan province culinary staple — into a marketing success, with restaurants seizing the opportunity to attract customers.
In Sichuan's Yibin, Zha Hotpot eatery — already designed with Ne Zha-themed decor — has become a hot spot for fans eager to snap photos with installations inspired by the character's iconic huntianling (red armillary sash) and fenghuolun (wind-fire wheels).
The restaurant has also introduced a Ne Zha-inspired menu featuring meatballs, lotus root starch and seafood, all of which have quickly become favorites.
In Sichuan's Chengdu, Feng Xiao Zhang Hotpot launched a promotional campaign where diners who posted a video wishing the restaurant success on social media could win a Ne Zha 2 movie ticket if their post received over 30 likes.
"I love a good hotpot, but when it's both delicious and fun, that's even better," said Zhang Xuan, a tourist from Xi'an, Shaanxi province.
Meanwhile, the hotpot chain Banu marked Ne Zha 2 surpassing 10 billion yuan ($1.38 billion) at the box office by introducing the Honghu lotus root dish across its locations nationwide.
The dish was an instant success, with strong sales from the moment it launched, according to staff.
In Sanya, Hainan province, Cinker Pictures Mega has taken the trend a step further by offering a hotpot-and-movie experience, allowing guests to enjoy a meal while watching Ne Zha 2 in a special screening room.
"The hotpot wasn't particularly outstanding, but the ingredients were fresh," wrote a Dianping user, Yuxiaoman. "I cried just as much during my Second watch — such a great film! Finally got to experience eating hotpot while watching a movie — absolutely amazing!"
Coffee shops and dessert cafes are also embracing the Ne Zha phenomenon. In Dalian, Liaoning province, JY & Sweetime has launched Ne Zha-themed cakes and coffee, featuring an illustration of the character and the motto, "My fate is determined by me, not by the heavens."
"The Oreo cream filling was decent, but the design was incredible — super fitting for the theme!" wrote a Dianping user named "Woconglaimeiheguoshui".
Meanwhile, Cotti Coffee has announced an official collaboration with Ne Zha 2, rolling out a new product series on March 17, complete with themed packaging and limited-edition merchandise.
Pop culture boost
As Ne Zha 2 continues to attract large audiences, its impact on the food and beverage industry highlights how pop culture is reshaping consumer trends — one meal at a time.
"The film has not only gone viral but has also driven the growth of the entire lotus root supply chain," said Zhao Jinqiao, a 42-year-old restaurant industry researcher.
Zhao said it is not the first time film and television have driven food trends. In recent years, popular productions have frequently sparked demand for regional delicacies.
The 2019 TV drama The Longest Day in Chang'an boosted interest in fire crystal persimmons and water basin lamb from China's northwest. In 2022, the hit series A Dream of Splendor brought Song Dynasty (960-1279) tea culture into the spotlight, leading tea brands to introduce themed drinks that became consumer favorites. Similarly, animated films and TV shows have increasingly collaborated with tea and coffee brands to launch limited-edition beverages.
Behind this phenomenon, Zhao sees two key forces at play.
First, restaurants are becoming more adept at leveraging pop culture to attract consumers and convert online buzz into sales. "With fierce competition in the industry, businesses are focusing on product innovation rather than price wars. They are enhancing their offerings with cultural, experiential, and emotional value," Zhao said.
"Over the past few years, restaurant operators have learned how to integrate entertainment and youth culture into their strategies to draw traffic," he added.
Second, consumer expectations for dining experiences have evolved. "People no longer just eat to satisfy hunger or pursue healthy choices. They now seek emotional connections through their dining experiences," Zhao said.
While Ne Zha 2 has sparked a wave of themed offerings, Zhao believes the trend is also rooted in the character's deep cultural significance.
However, he cautioned businesses to be mindful of intellectual property concerns when using Ne Zha's image for promotions, warning of potential legal risks. He also noted that Ne Zha, as a traditional Chinese figure, has multiple representations beyond the one depicted in Ne Zha 2.
For restaurant owners looking to capitalize on the trend, Zhao stressed the importance of both speed and long-term vision. "To seize Ne Zha 2's momentum, businesses must react quickly.
But beyond short-term gains, they should also consider how to retain customers. The goal is not just to draw diners in with a trendy product, but to build lasting consumer habits," he said.
Root cause of frenzy
Lotus root has emerged as one of the biggest winners in the food industry boom sparked by Ne Zha 2.
The humble ingredient, central to the film's storyline, has seen a surge in demand, driving remarkable growth across the food and e-commerce sectors.
According to data from the short video-sharing platform Douyin, searches for "lotus root starch" have surged by over 200 percent year-on-year since the film's release on Jan 29, with interest continuing to climb.
Online delivery platform Eleme has reported a 330 percent spike in related searches.
China Post's Hubei branch reported that between Jan 29 and Feb 11, approximately 170,000 packages of lotus root starch and lotus root stems were shipped from the province — 1.7 fold more than the same period last year.
The impact is even more pronounced in Honghu, a major lotus root production hub in Hubei province.
Zhang Xianzhong, head of the Honghu Lotus Root Industry Development Center, said from Jan 29 to Feb 23, the industry's total sales revenue surpassed 582 million yuan, marking a 51 percent year-on-year increase.
Fresh lotus root sales alone reached 18,700 metric tons, while processed products like lotus root starch, lotus root stems, and lotus root soup also saw significant gains.
"Fresh lotus root is selling out daily, over 200 tons of lotus root starch have already been snapped up, and e-commerce orders have risen 1.5 fold compared with last year," Zhang said.
At the Orsun century city mall branch in Wuhan, Hubei, of Laoxiangji fast food chain, takeout orders have surged during dinner hours with staff packing container after container of lotus root chicken soup.
"Since the Spring Festival, sales of our lotus root chicken soup have risen about 30 percent compared with pre-holiday levels," said store manager Yuan Fangfang.
Laoxiangji's signature old hen soup, made with mineral water and stewed chicken, has long been a customer favorite.
But in Hubei, where lotus root is a staple, diners have frequently asked if the restaurant offers a lotus root version. In response to the demand, Laoxiangji introduced lotus root chicken soup in its Hubei outlets in September 2024.
"The response has been overwhelming — nearly half of our soup orders are now for the lotus root version," Yuan said.
She noted that September and October, when lotus roots are at their softest and most flavorful, is the peak season for the dish. "For us in Hubei, drinking lotus root soup is a tradition. Growing up, the aroma of lotus root soup filled the alleys during autumn and winter. A bowl of it carries a sense of home," Yuan said.
This year, Laoxiangji remained open throughout the Spring Festival holiday period. "I never expected lotus root soup to become such a hit during Spring Festival," Yuan said.
Taking advantage of a rare break, she went to see Ne Zha 2 with her 15-year-old daughter, a high school student and fan of the film. After the holiday rush, the two returned for a second viewing.
Located inside a shopping mall, Yuan's restaurant often welcomes moviegoers looking for a meal after screenings. "Maybe some of them, after watching Ne Zha 2, find themselves craving a bowl of lotus root soup," she said.
Lotus' elan
Riding the success of Ne Zha 2, lotus root has emerged as a culinary sensation beyond its home in Hubei.
On the third day of the Chinese New Year, as the film's box office takings soared, Qingshuiting Hubei cuisine outlets in Beijing introduced a Ne Zha-themed meal set. The two-person set, featuring pork rib lotus root soup, fried stuffed lotus root, and lotus root starch, quickly attracted food lovers. Diners who presented a Ne Zha 2 ticket stub could also enjoy a 12 percent discount on lotus root soup.
Li Simei, co-founder of Qingshuiting, anticipated lotus root's surge in popularity, given its deep connection to the investiture of the gods scene in the movie, where Ne Zha's body is reborn from lotus root. Since the ingredient has always been a staple at her restaurant, she had planned to introduce themed dishes based on the audience response.
The restaurant's signature lotus root soup is made from Honghu's renowned starchy lotus roots. "October to March is when lotus root reaches peak flavor," Li explained.
"During this period, it stores starch in the mud, creating a rich, glutinous texture."
To appeal to younger diners, Qingshuiting has also re-imagined traditional lotus root starch desserts, offering flavors like green tea and orange, paired with lotus slices and lotus balls. The modern twist transforms the classic street treat into a trendy, Instagram-worthy dessert.
"Our restaurant aims to showcase high-quality Hubei ingredients, including Honghu lotus root, and bring delicious Hubei cuisine to diners in Beijing," Li said.
The growing demand for Hubei's lotus root was also evident at a Feb 21 agricultural showcase hosted by the Hubei Provincial Department of Agriculture and Rural Affairs and the Hubei Government's Beijing Office.
The event brought Beijing restaurateurs face-to-face with Hubei suppliers, with Honghu lotus root emerging as a star ingredient. Li noted that many Beijing restaurants are now incorporating Honghu lotus root into their menus and hopes that more establishments will follow suit in show-casing the region's high-quality produce.
来源：湖南日报
