A new policy initiative has been launched by the Beijing Municipal Commerce Bureau and five other departments, as announced on August 13. The "Several Measures to Promote the Inheritance and Development of Time-Honored Brands in the Catering and Food Sectors" (hereinafter referred to as the "Measures") has been officially released.

The Measures outline a strategy to expand integrated consumption scenarios. Time-honored enterprises are encouraged to innovate their consumption models based on market demand, with support provided for the development of new performance spaces within the restaurant industry and for manufacturing companies, such as food processors, to open their factory facilities for industrial tourism routes.

Furthermore, the initiative aims to broaden the application scenarios for these brands. It promotes the use of digital technologies like Artificial Intelligence and virtual reality to create immersive, experiential "AI + Consumption" environments. This approach is intended to generate new demand through innovative supply. Municipal entities and enterprises are also urged to facilitate the opening of stores or sales counters by time-honored brands in key transit hubs such as airports, railway stations, and subway stations, as well as in parks, scenic spots, and shopping districts.