With sales approaching 19 million yuan and a 10% year-on-year increase in visitor traffic, the online-offline synergy creates a phenomenal cultural and tourism festival. The story of the Hamburger Festival, led by famous blogger "Xiao Li is a Bit Hungry," offers valuable insights.
A "Good Bite" Ignites New Consumption in Culture and Tourism
During the National Day and Mid-Autumn Festival holiday, a Hamburger Festival spanning the entire break gave young people another reason to flock to Changsha. The founder of this festival is none other than Li Chenxiao, the food blogger known as "Xiao Li is a Bit Hungry," who also orchestrated the wildly successful HOCH Hamburger Festival at the Qingdao Olympic Sailing Center this summer.
Since the beginning of its national tour this year, the HOCH Hamburger Festival has made stops in Nanjing, Wuhan, Hangzhou, Qingdao, Zhengzhou, and Changsha. The success in the Qingdao speaks for itself: over 50 premier hamburger brands from 22 cities gathered, selling approximately 300,000 burgers and generating nearly 19 million yuan in revenue. This drove a 10.8% year-on-year increase in visitor traffic to the Olympic Sailing Center, establishing it as a phenomenal gateway for cultural and tourism consumption. Li Chenxiao vividly recalls the scene and has promised Qingdao a "definite reunion" next year. An analysis of this festival reveals a potent formula for traffic and a compelling model for creating future cultural tourism IPs.
Beyond the Burger: Crafting a Social Hub for the Youth
This summer, Qingdao became a magnet for young people, all drawn to a vibrant seaside Hamburger Festival. Picture this: the scent of sizzling patties mingling with the crisp sea air, a symphony of crackling grills and the electric buzz of a massive crowd. With attendance in the millions, it was a testament to the powerful allure of new cultural and tourism scenes.
For tourists who made the pilgrimage for burgers, the first familiar face was Li Chenxiao himself. Known affectionately as "Xiao Li" by his followers, his identity as a social media star created an instant connection. Moving between stalls, chatting with brand owners, or posing for photos with fans, Li exuded the infectious energy of his generation. This vitality became a natural bond between the festival and its young visitors, amplifying the event's charm. In a savvy move, Li filmed a "sneak peek" vlog at the Olympic Sailing Center before the event, building hype not just for the festival, but for Qingdao as a destination.
With food as the medium, the festival launched a unique culinary journey. Representing local brands, 3Q Burger served up dishes with Qingdao flair. Owner Song Ruidong's signature Caramel Foie Gras Burger, a masterful blend of thick-cut foie gras, chilled Wagyu beef, and crispy onions, was a crowd favorite. The Qingdao-exclusive Sea Urchin Waterfall Burger, featuring fresh Bafun uni with wasabi mayonnaise, was an on-site exclusive delivering a mind-blowing burst of freshness. Cai Cai, owner of Yunbao from Kunming, shared that her chef had worked in Qingdao a decade ago; returning over 2,000 kilometers felt like a homecoming. MELLS Lamb Chaoshan Burger, from Guangdong's Chaoshan, fused local ingredients with Western techniques. Owner "Xiao Yang" introduced a Chaoshan Fresh Cuttlefish and Licorice Burger, incorporating the intangible cultural heritage of Chaoshan beef ball making. Paired with licorice-infused fruits and pickled plums, its refreshing texture was an instant throwback to the old streets of Shantou.
Amid teeming crowds and a gentle sea breeze, it was clear the Hamburger Festival was more than just selling burgers; it was a dynamic social venue built for young people.
From Clicks to Bricks: A Blogger's Leap Beyond Online Fame
So, how did Li Chenxiao successfully bridge the gap between online influence and brick-and-mortar operations? He had studied Western culinary theory and contributed to menu development at Michelin-starred restaurants abroad. Upon returning to China, he ventured into social media, where his destiny with hamburgers began. His resume already included stints as a chef, delivery driver, and restaurant owner. Then, a hamburger review he filmed by chance went viral. Two years ago, he organized a small hamburger festival as a birthday present to himself. It unexpectedly shot to the top of trending charts, revealing its commercial potential.
Unlike many bloggers chasing short-term monetization, Li Chenxiao, born in 1998, demonstrates a pragmatism beyond his years. He candidly states his entrepreneurial focus is on the "F&B sector," aiming for a sustainable business model rather than cashing in on fleeting internet fame.
As a prominent influencer, Li deliberately stepped out of his online comfort zone, holding firm to his principles on brand selection and festival operations. He is transparent about the festival's finances: the first four editions operated at a loss. Starting this year, to ensure the IP's sustainable growth, a small commission was introduced, though entry remains free. Product quality remains the ultimate filter. Today, a single festival generates at least 10 million yuan in turnover and boosts occupancy at nearby hotels, creating significant ripples in cultural tourism and new consumption.
Li is focused on building the festival's entire business model, reinvesting a large portion of profits into future events. His criteria for choosing tour cities are clear: population base, local government support, and business environment. July and August are Qingdao's peak tourist season, with its beer, seafood, and marine culture acting as major draws. Li specifically praised Qingdao's business environment, noting the logistical challenges of coordinating multiple departments. From the very beginning, the Qingdao Tourism Group provided comprehensive support, co-creating a social food event blending regional character with youthful energy. Crucially, when faced with potential crowd surges, they avoided a "one-size-fits-all". Instead, dynamic management through shuttle buses and extra staff ensured safety without compromising the visitor experience, striking a perfect balance between security and atmosphere.
This symbiotic partnership with the Qingdao Tourism Group ensured the festival was no mere copy of other city stops. It celebrated Qingdao's identity as a fashionable marine city. The main visual design incorporated waves, sailboats, and beer, while nearly 70% of vendors created new dishes for Qingdao featuring ingredients like sea urchin, yellow croaker, and crab. To elevate the experience, the Qingdao Tourism Group designated a nearly 5,000-square-meter dining area at the ChaoING Show, set against the stunning backdrop of the Fushan Bay light show and May Fourth Square. These quintessentially Qingdao scenes captivated visitors and paved the way for future spending.
Forging a Virtuous Cycle: From Online Buzz to Offline Boom
"Qingdao made the Hamburger Festival a success. Thank you, Qingdao," Li Chenxiao summarized on social media. For the Qingdao Tourism Group, the event was an innovative exercise in activating local resources with a high-quality external IP, successfully turning online traffic into tangible growth.
According to General Manager Tan Peng, converting festival "traffic" into effective consumption "growth" is not simple arithmetic. The festival's appeal lay in its perfect alignment with the Olympic Sailing Center's "ocean + fashion" identity and the demand from younger generations for international, stylish tourism experiences. The partnership was approached from a win-win perspective for both the city and the festival's brand. High-quality online content acted as the trigger, while compelling offline experiences served as the stage. The resulting massive visitor flow naturally radiated out, boosting traditional sectors like dining, accommodation, transportation, shopping, and entertainment. The process also provided invaluable experience in operating high-impact, traffic-driving events. Tan Peng revealed that they will proactively introduce more quality IPs to further energize the Olympic Sailing Center.
The strategy is already paying off. Statistics show that 37% of festival attendees were from outside the city, a clear sign of successful cross-regional draw. By running concurrently with the iconic Qingdao International Beer Festival, the Hamburger Festival created a "1+1>2" synergistic effect. This shattered the boundaries of a single event, converting one-time visits into sustained stays and significantly increasing the density of tourism consumption. Furthermore, a cluster of concurrent events at the Olympic Sailing Center—including a "Hearthstone" esports tournament, the Decathlon Sports Carnival, and other sports competitions—extended tourist stays and directly drove revenue growth across related industries, amplifying the entire tourism ecosystem.
Ultimately, the success of the Hamburger Festival boils down to a return to the essence of modern cultural tourism: invigorating the experience through a niche focus (hamburgers), creating differentiation through deep cultural dives, and ensuring longevity through strong industry linkages.
(Qingdao Daily/Guanhai News Reporter Ma Xiaoting/Text, Wang Lei/Photo)
Editor: Yuan Ruichen
