China’s celebrity hot pot boom fades as star power fails to sustain restaurant growth

Throughout the 2010s, celebrity-backed hot pot restaurants became one of China’s hottest business trends, with stars like Huang Xiaoming, Li Bingbing, and Ren Quan launching chains such as Re La Yi Hao (Hot & Spicy No. 1). These ventures expanded rapidly, fueled by celebrity hype, viral social media buzz, and lucrative franchise fees, bypassing traditional marketing costs.

However, the celebrity halo proved insufficient to overcome fundamental restaurant challenges. Over the past few years, once-popular brands including Xianhezhuang, Huofengxiang, and Re La Yi Hao have faced waves of closures as consumer curiosity waned and operational difficulties mounted.

Industry observers note that while celebrity traffic can draw customers once, it does not guarantee repeat visits. China’s competitive restaurant sector demands strong supply chains, food quality, service standards, and smart location strategies—elements often neglected in star-backed ventures.

As diners grew more selective and franchisees demanded real returns, many celebrity restaurants struggled to justify their initial hype. The decline marks a broader end to an era of influencer-driven food businesses, serving as a cautionary tale about the limits of star power in the real economy.