Success of Ne Zha 2 boosts popularity of movie-related dishes, ingredients

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.