Challenges Before Implementation
Huadiao Zuiji Guo is a restaurant that brought a popular Chinese herbal hotpot concept from mainland China to Japan. While targeting Chinese tourists and residents in Japan, they faced these challenges before opening:
- Japanese restaurant SNS platforms (Tabelog, Google Maps) cannot reach Chinese tourists visiting Japan
- Had a Xiaohongshu account but zero engagement due to lack of posting know-how
- Chinese-language menu and service were ready, but couldn't build pre-visit awareness
- Competing Chinese restaurants already had large Xiaohongshu followings, requiring differentiation
Strategies Implemented by PROTECH
① Xiaohongshu Account Strategy Design & Content Creation
First, we unified the account concept around "Authentic Chinese herbal hotpot, now in Japan." We designed post formats that make Chinese users think "I want to go there" (photogenic food shots + restaurant atmosphere + access info), publishing 3–4 posts per week consistently.
Content highlighting the unique selling point of "chicken hotpot made with Huadiao wine (Shaoxing wine)" resonated strongly with Chinese users, with saves and shares surging. This triggered the algorithm, spreading awareness even before the opening.
② KOL (Influencer) Campaign
We engaged 3 Chinese food influencers based in Tokyo (follower counts ranging 30K–100K). They were invited to a pre-opening preview and posted authentic experience reviews.
- Average 2,000–5,000 impressions per KOL post
- Numerous "I want to book" and "I want to visit" comments
- Reservation inquiries surged within 48 hours of posting
③ Integration with Dianping
After building awareness on Xiaohongshu, we set up the official Dianping page to support purchase decisions—complete with Chinese menu, photos, and coupons—creating a funnel from Xiaohongshu to Dianping.
This design, aligned with the typical behavior flow of Chinese tourists visiting Japan—"See it on Xiaohongshu → Check location & reviews on Dianping → Book"—significantly improved visit conversion rates.
④ Continuous PDCA & Review Encouragement
We distributed cards to Chinese customers encouraging them to post on Xiaohongshu. The increase in UGC (User Generated Content) from actual visitors created a positive cycle, further boosting the account's credibility.
Results
Huadiao Zuiji Guo, which opened about one month after strategy launch, achieved daily full bookings centered around weekends from month one. After 3 months, Chinese visitor numbers reached 2.4× the initial target.
- Xiaohongshu followers: 0 → 2,800 (3 months)
- Xiaohongshu-driven visits: approx. 60% of all customers
- Dianping area ranking: Top 10 Chinese restaurants in Ueno
- Weekend reservations: consistently booked 2–3 weeks ahead
Client Testimonial
"Our biggest worry when opening in Japan was how to attract Chinese customers. After working with PROTECH, our Xiaohongshu posts took off, and we started getting reservation inquiries even before opening. Now word-of-mouth generates more word-of-mouth, and we're seeing returns far exceeding our marketing investment."
Huadiao Zuiji Guo Owner
Key Takeaways from This Case
- Xiaohongshu is the most effective channel for reaching Chinese tourists—70% of pre-trip research happens on Xiaohongshu
- Start KOL campaigns before opening—building anticipation drives customers from day one
- Xiaohongshu × Dianping integration—seamless funnel design from awareness to booking is essential
- Create a UGC virtuous cycle—encouraging customer posts expands reach while keeping ad spend low