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Universal Beijing Resort partners with Yum China to offer entertainment and dining experiences

An eight-year partnership has been formed between the Universal Beijing resort and Yum China, offering a series of marketing activities across China and the opening of a new restaurant at the retail, dining, and entertainment complex at Universal CityWalk Beijing.

The partnership will see both parties working together to launch a series of online and offline marketing initiatives, leveraging the brands and IPs of the Universal Beijing resort, to provide opportunities for the theme park’s guests, movie fans, and Yum China’s large group of customers to enjoy unique experiences.

Yum China’s special promotions will be conducted across its more than 8,000 stores throughout China, spanning its KFC, Pizza Hut, and Taco Bell brands and will be geared towards Yum China’s 230 million digital members.

“Joint membership activities held by both parties will offer consumers added convenience and plenty of fun and exciting experiences, such as exploring the opportunity of enabling Yum China’s digital members to purchase resort tickets through our digital platforms. The powerful membership systems of both parties offer a solid foundation to explore more opportunities for future cooperation,” said Johnson Huang, general manager of KFC China.

Additionally, Yum China will open a new branch of its – KFC health spinoff – K Pro restaurant at Universal CityWalk Beijing, offering a tailor-made resort menu as well as a unique restaurant design featuring the customised theme of Colonel’s Green Kitchen. This is meant to complement the local facilities which include restaurants, clubs, a movie theatre, and several retail and shopping outlets.

“As part of our aspiration to become an innovative pioneer in the restaurant industry, our partnership with Universal Beijing Resort is expected to bring transformative entertainment and dining experiences to Chinese consumers,” said Joey Wat, CEO of Yum China.

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