During the Easter holiday in Hong Kong, many Hong Kong people came on a taste bud tour to enjoy mainland food at home: pickled Chinese cabbage fish in Sichuan, chili fried meat in Hunan, mud oven barbecue in Northeast China... In Hong Kong, following the "Hong Kong people going north", "north store going south" has become a common practice: represented by catering, many traditional and fashionable mainland consumer brands are accelerating to settle in Hong Kong, setting off a boom in the hot business circles such as Causeway Bay, Central, Tsimshatsui, and becoming a new paradigm of integration between the mainland and Hong Kong. The anticipation of accelerating market layout to the tip of the tongue is on Nathan Road, about 3.6 kilometers long in the Kowloon Peninsula. Along the way from north to south, you can occasionally encounter popular mainland catering brands. In the evening of the holiday, at the exit of Mong Kok MRT Station, there is a long queue under the bright red Honey Snow Ice City sign, and nearby popular shops such as Tea Rescue Planet and Jasmine Yogurt; Further south, inside the wooden house barbecue shop, warm yellow lights illuminate about 30 wooden tables, almost empty; In a shopping mall at the end of the road, many customers waited for a long time outside the shop smelling the sour smell before they could eat the tender Taier pickled Chinese cabbage fish. "We have a grassroots presence in Hong Kong," said Chen Xi, General Manager of the International Business Unit of Guangzhou Taier Catering Chain Co., Ltd., expressing the opinions of many colleagues. Since the comprehensive resumption of customs clearance between mainland China and Hong Kong in early 2023, targeting potential consumer demand, mainland catering brands have subsequently sparked a wave of business operations in Hong Kong. Over the past year, more than 20 brands have settled in, and dozens of brands have completed registration, covering a wide range of categories such as Chinese fast food, local specialty dishes, tea drinks, pastries, etc. Some brands also make adjustments based on Hong Kong cuisine, such as adding hot pot soup base for Hong Kong style braised chicken. Taier pickled Chinese cabbage fish is one of them. The company opened four stores in Hong Kong at the end of last year, and plans to open three to four more stores every year in the future, eventually reaching the scale of about 15. "Hong Kong people are becoming more and more able to eat spicy food." This is the intuitive feeling of Huang Simin, President of the Tourism and Hospitality Industry of the Hong Kong Special Administrative Region Government Investment and Promotion Department, in recent years. During the process of introducing mainland enterprises, she realized that as two-way connections become closer, more and more Hong Kong people are willing to explore more mainland dishes and creative snacks. Accelerating consumption upgrading and seizing the global fashion trend, a white snowman shaped doll wearing a crown and a red cape held a pop-up Hong Kong style city walk at the end of last year: its presence was left in the seaside of Kennedy Town, the bustling streets of Mong Kok, and the rows of old-fashioned residential buildings. On social media platforms, Hong Kong netizens have followed the image of this brand called "Snow King" and checked in with the same camera. With a silly smile, "Snow King" completed a successful marketing campaign during the opening of the brand's first store in Hong Kong. Industry insiders point out that such a unique consumer experience is the overall feeling that mainland brands that have recently come to Hong Kong have brought to consumers. These emerging consumer brands share a series of common characteristics, such as focusing on consumer demand and models, product innovation, having a high level of chain intelligence, committed to building brand image, and seeking to establish deep connections between brands and consumers... Hong Kong Catering