KAIFUN asks “What Will You Bring to the Table?” in new campaign via ROCK YU Creative Taiwan
ROCK YU Creative Taiwan has shifted the focus from the menu to the dining moment, positioning KAIFUN as a facilitator, reminding people that a great group dining experience is truly defined by shared conversation and connection.
In Taiwan’s competitive dining landscape, ROCK YU Creative has introduced a fresh communication strategy for the local Sichuan restaurant chain KAIFUN. While a long-standing favorite for seasoned foodies, the brand sought to deepen its emotional resonance with a younger, socially-driven generation who now lead the decision-making for group dining.
The breakthrough didn’t come from a new recipe, but from a profound cultural insight: for today’s youth, the value of a meal is measured by the connection it creates, not just the yummy cuisine consumed. They aren’t looking for a menu; they are looking for a connection spark. Seizing on this shift in mindset, the agency knew that simply showcasing delicious food would no longer be enough to capture the heart of an audience that prioritizes the quality of their social interactions.
In Chinese, the brand name “KAIFUN” is a common Mandarin colloquialism that calls everyone to the table and signals that the meal is ready. ROCK YU Creative extended this significance, reinterpreting the brand name from a simple signal to start a meal into a welcoming invitation to share life topics and time together. This reframing transformed the brand itself into a powerful emotional trigger and the most resonant memory point for the audience.
This pivot led to the campaign “What will you bring to the table?”, featuring four short films that ditch “food-focus” for authentic dining table dialogues that seamlessly integrate the brand into real-life youth gathering scenarios. Filmed on-site at KAIFUN restaurants, each episode explores relatable, open-ended topics—such as “Who gets the last bite?” or “What’s the true main character in Kung Pao Chicken?”—avoiding scripted drama to create a relaxed atmosphere where viewers feel like they are part of the conversation.
This shift from promoting dishes to promoting connections generated a strong resonance among the target audience. The campaign achieved over 6 million views and a 208% surge in brand buzz compared to the pre-campaign period. More importantly, the strategy successfully translated digital engagement into physical impact, with store footfall increasing by over 30,000 visitors compared to the same period last year. These results established KAIFUN as one of the most talked-about Chinese restaurants in 2025.
Credits
Client: KAIFUN TOGETHER
Agency: ROCK YU Creative
Chief Creative Officer: Richard Yu
Creative Director: Morning Yu
Associated Creative Director: Josh Shih
Art Director: Josh Shih
Copywriter: Alice Hsueh
Account Team: Huge Lin
Director: Ging-Zim, Lo
Production Agency: DN Pictures
Production Executive Director: Kate Huang
Executive Producer: Lihang Chao