Yum China partners with Tianjin Museum

Fast food company Yum China on Oct 8 partnered with Tianjin Museum to launch an event themed Inheriting intangible culture, saluting Chinese beauty in art at Dadao Restaurant, Pizza Hut, in the North China coastal city.

It is Pizza Hut's first campaign with the century-old museum to inspire public awareness in intangible cultural assets.

The art show is also part of the Beijing-Tianjin-Hebei Intangible Cultural Art Exhibition initiated by Tianjin Museum.

Wei Guoqiu, fourth-generation inheritor of the national-level intangible cultural asset Kite Wei, and Hou Yanjie, fourth-generation inheritor of Tianjin-style filigree inlaying, displayed their time-honored art techniques.

Wei He, director of the Cultural Creativity Department, Tianjin Museum, said: "The museum aims to boost the combination of the intangible cultural arts with culinary arts, so we came up with the idea to collaborate with the Yum China."

During the event, Caiyu Meishe Art Club, a club devoted to designing high-street bespoke costumes, displayed its latest design with Chinese cultural elements.

Wang Hui, head of the Chinese costume department of the club, said in recent years, Chinese apparel have seen sales surge significantly worldwide, representing a major trend in the industry.

The club presented some costumes during the event.

Pizza Hub has begun a major campaign promoting Chinese influences, such as Beijing and spicy Hunan flavors in the company's pizzas.

This autumn, the brand began the campaign The Pride of Chinese Taste, adopting new porcelain plates with traditional Chinese cultural styles including the colors of dark red, indigo blue, golden yellow and pine tree green and the design of major Chinese style cultural elements such as the peony, auspicious cloud, mountain and river.

Wei designed a new kite with the major four colors including dark red, indigo blue, golden yellow and pine tree green for the event.

Pizza Hut aims to inspire more mergers of the arts and food and plans to launch more Chinese-flavored pizzas for Chinese costumers.

In the near future, a Chinese intangible cultural assets-themed restaurant will open in Tianjin, as result of the collaboration between Yum China and Tianjin Museum.