As the 2026 Year of the Horse approaches, the demand for Lunar New Year's Eve dinners continues to surge, with hot pot gatherings becoming a top choice for many families. By February 9, HAIDILAO had already recorded over 50,000 reservations for New Year's Eve dinners nationwide. More than 1,000 outlets will operate normally on Lunar New Year's Eve, while over 1,200 locations will welcome customers on the first day of the new year. From the second day onward, more than 1,300 stores will resume regular operations, using their signature spicy hot pot to enhance the festive reunion atmosphere.
This year, "reverse migration" has emerged as a new trend during the Spring Festival travel season, with bookings for reverse-direction flights increasing by 84% year-on-year. This pattern is also reflected in dinner reservations. At HAIDILAO outlets in cities like Beijing, Shanghai, Guangzhou, and Shenzhen, there has been a notable rise in family bookings where children bring their parents to the city for celebrations.
Many travelers are opting for a "vacation plus reunion" model. HAIDILAO locations in popular tourist destinations such as Changsha and Sanya have attracted families visiting from other regions. The restaurant’s diverse menu and attentive service make the hot pot feast a warm and convenient option for reunions on the go.
To cater to varied celebration preferences, HAIDILAO has introduced several themed experiences and special activities for the holiday period. A limited-time collaboration inspired by the Year of the Horse has been launched across all outlets, featuring cute desserts, fun kids' meals, and interactive games designed to delight families with children. Nine locations have been upgraded into themed stores, complete with photo spots and festive games to create an immersive celebratory environment.
New store formats have also debuted. Beijing welcomed its first child-friendly themed outlet, complete with a dedicated play area, child-accessible ingredient stations, and customized meals for young children, ensuring a joyful experience for the little ones. A pet-friendly branch in Suzhou is currently in trial operation, offering a welcoming space where families can dine alongside their pets, establishing a new gathering spot for pet owners.
Over the past month, more than ten new or renovated stores have opened across the country, addressing a wide range of dining scenarios and diverse customer needs.
Behind the holiday operations are the dedicated efforts of countless employees. HAIDILAO has implemented measures to retain staff and ensure service quality by maintaining adequate staffing levels. The company has also organized warm activities for employees working away from their families and launched a "Winter Camp" program to support the children of staff, helping those on duty during the holidays feel the warmth of reunion.
From traditional family gatherings to reverse migration celebrations, and from local meals to travel-based reunions, HAIDILAO has adapted with flexible operating hours, diverse dining experiences, and thoughtful service to meet the evolving demands of the Lunar New Year. The brand’s signature hot pot has become a cherished part of Year of the Horse celebrations, creating warm and lasting memories.