Yum China consistently strives to promote traditional Chinese culture by continuously upgrading products, enriching dining experiences, and creating cultural derivatives. By leveraging our brand equity, we empower younger generations to actively participate in cultural preservation endeavors, fostering cultural confidence and advancing China's cultural prosperity.

In 2024, KFC and Pizza Hut leveraged their restaurant locations with intangible cultural heritage, launched unique activities and introduced innovative consumer experiences such as "Chinese New Year in Western Restaurants," "Dragon Boat Pop-up Stores," and themed restaurant named "Suzhou's Treasures, Ease in Jiangnan," and a National Palace Museum-themed store with special product packaging. These initiatives aimed to enrich cultural experience of the consumers and showcase the charm of traditional Chinese culture.