In the vibrant bloom of March, Haidilao, the globally renowned hot pot brand, proudly marks its 31st anniversary with an exciting blend of mystery and celebration. For the first time, Haidilao is unveiling 31 fascinating brand stories, alongside the launch of exclusive overseas limited-edition blind boxes and blind bags, bringing an element of surprise and cultural charm to its loyal customers worldwide.

31 Haidilao “Secrets”—Waiting to Be Discovered!

Over the years, Haidilao has captivated diners across the globe, not only through its exceptional service and innovative cuisine but also through its rich history and hidden gems. This anniversary, Haidilao invites you to uncover some of its most intriguing brand secrets, including:

• What’s In A Name: Ever wondered where the inspiration for the name “Haidilao” comes from?
• The Story Behind Popular Phrases: From “The Little Fairy is Here to Eat Hot Pot” to “Hidden Eating Methods,” discover the origins of trending Haidilao catchphrases on social media.
• Innovative Hot Pot Creations Abroad: Learn how Haidilao blends local flavours to create unique hot pot experiences in different countries.
• Harvard Approved Business Case Study: Discover how Haidilao became a globally recognised business model featured in leading business schools.

Blind Box Surprises—Unveiling Global Flavours and Fun!

As blind box culture gains popularity worldwide, Haidilao is embracing the trend with an exclusive IP-limited edition blind box pendant collection. Each design embodies a unique element of the brand’s identity:

• Hi Bubbles: Symbolising fun and interactive dining moments.
• Hi Master: Representing Haidilao’s signature noodle-pulling performance, a feast for both the taste buds and the eyes.
• Hi Surprise: A commemorative piece celebrating Haidilao’s remarkable journey.
• Hi Sweety: Showcasing Haidilao’s warm and heartfelt service.
• Hi Gift: Capturing the delightful surprises that define the Haidilao experience.
• Hidden Birthday Edition – Hi Cake: Featuring Haidilao’s brand mascot holding a birthday cake to mark this special occasion.

To further celebrate its international footprint, Haidilao is also introducing exclusive refrigerator stickers across 15 countries, including Singapore, Malaysia, Vietnam, Japan, the United States, the UAE, and Australia. These collectibles symbolize Haidilao’s global presence and bring a taste of the brand’s international journey into customers’ homes.

31 Years of Passion and Innovation

Since its humble beginnings in 1994, Haidilao has remained committed to putting customers at the heart of its operations, delivering warmth, joy, and exceptional dining experiences. Over the past 31 years, Haidilao has transformed from a small restaurant into a global hot pot sensation, beloved for its stellar service, unique culinary culture, and relentless spirit of innovation.

This March, join us in celebrating Haidilao’s 31st anniversary—dive into its untold stories, indulge in special surprises, and embrace the joy of discovery!