Counter measure recipe to redress enlightened dining

The company has also redesigned its packaging themes and interior decorations with traditional Chinese paintings.

"The impact of this collaboration will go beyond my expectations," says Xu Chun, an established scholar in museology.

"Daily life is a reflection of culture, such as Disney. It has become a culture business and popular globally, just like KFC or McDonald's." she says. "Take a look at our train stations, the presence of those restaurants are everywhere."

"To introduce our national treasures in these kinds of places will remind consumers of our own cultural treasures as they enjoy the fruits of consumerism. And it will remind them to take a tour of the National Museum of China. And remind them that China has its own cultural treasures and cultural industry," she added.

"In the recent years, the fast food chain has worked on many collaborations in a variety of areas ranging from fashion, mobile games, comics and entertainment. It has also promoted Chinese traditional culture among the country's youth through the themes of its Chinese New Year marketing campaign based on the Chinese zodiac signs," said Wat.