Many rural cultural tourism projects are currently encountering challenges such as inadequate consumer awareness and limited profitability. As a catering brand deeply rooted in the Beijing market, MALUJI has keenly perceived the strong alignment between offline catering traffic and traffic acquisition for rural cultural tourism projects. It operates over a dozen restaurants in the city, serves tens of thousands of guests daily and inherently possesses an advantage in precisely reaching urban consumers. Based on this, MALUJI has established a “government-enterprise-bank” partnership with Postal Savings Bank of China (PSBC) and the Yanqing Culture and Tourism Bureau to precisely address the core challenges of “difficult traffic acquisition and insufficient conversion” faced by the rural cultural tourism in Yaoguanling Village, thereby boosting rural revitalization. 

During the campaign period, PSBC launched MALUJI-exclusive promotions, attracting customers to MALUJI restaurants with generous discounts upon reaching the minimum credit card spending threshold. Concurrently, MALUJI launched the ‘Yanqing Welcomes YOU’ promotion at its 15 Beijing locations through restaurant posters and table sign advertisements, which attracted over a million targeted customers. The first cultural tourism event held in Yaoguanling Village on June 21 attracted over 4,000 consumers, increasing the local homestay occupancy by 50% and driving an eightfold year-on-year increase in the consumption amount, with the concurrent online livestream reaching 15,000 views. 

Leveraging discounts as an empowerment tool between “catering consumption” and a “cultural tourism gateway”, MALUJI has pioneered the integration of cultural tourism promotion into catering consumption scenarios, thereby making it easier for consumers to receive promotional information and enhancing their awareness of rural cultural tourism.