Jin Yong-inspired restaurant sparks social media buzz in China

A newly opened restaurant in China, where staff are dressed as popular characters from a famous Chinese martial arts novel, has sparked widespread discussion on social media.

The restaurant, named "Xiangyang Courtyard," opened on 21 September in Xiangyang, Hubei province. It then shot to fame for its innovative concept of turning the pages of legendary martial arts tales into a tangible, interactive experience.

The concept is inspired by Jin Yong's classic novel, The Legend of the Condor Heroes. The story, set during the historical conflict between the Song and Jin dynasties, explores the meaning of true heroism, famously summarised by the principle that "a great hero is one who strives for his country and people" (为国为民，侠之大者).

The restaurant's interior is designed in the style of a classical Chinese garden.

According to viral videos on Douyin seen by MARKETING-INTERACTIVE, guests are served by the clever heroine Huang Rong, who engages them in witty conversation. In the kitchen, the villainous Mei Chaofeng, known for her deadly "nine yin skeleton claw" technique, uses the same intimidating movements to knead dough.

Ke Zhene, the stern mentor to the story's hero, Guo Jing, works calmly at the wok station beside his former enemy, Mei Chaofeng. This creative decision to show old rivals running a kitchen together provides a strong element of contrast humour.

Each evening, the experience builds to a 90-minute immersive show. Diners can watch characters such as Guo Jing and Huang Rong perform dramatic fight scenes just metres from their tables.

In one video, a thrilled customer can be heard exclaiming, "Come and see! Can you guess who that is? Quick, get a picture!"

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The case represents a successful rejuvenation of a classic IP, infusing an old narrative with fresh vitality for contemporary audiences. As part of Xiangyang City's tourism landscape and cultural heritage, The Legend of the Condor Heroes has been widely utilised in promotional campaigns by cultural and tourism authorities.

During the recent National Day holiday, Xiangyang deployed a themed public bus inspired by The Legend of the Condor Heroes. The vehicle features illustrations of the Guo Jing and Huang Rong in anime style, while the interior is adorned with traditional lanterns and displays of war drums.

MARKETING-INTERACTIVE has reached out to Xiangyang for a statement. 

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