However, Wu expressed his concern for sensational stores like this. "The biggest problem with these popular food stores is that most of their customers are one-off customers. That means they only come here once to show that they've visited the place, but there is a small chance that they'll come for the second time," said Wu. "It's like a pop-up store."
To make sure that his pop-up store will keep flashing among targeted consumers, he emphasized that the most important thing is to keep updating its appealing elements and menus, so that it can stay attractive constantly.
As for the future potential of this type of cuisine, Tong Ling, secretary general of the China Cuisine Association, suggested that as the consumption demand upgrades, sensational foods that are visually alluring will attract more youngsters, whose ages are usually under 30.
"The popular, visually creative food online matches the public's consumption psychology, and the reasonable price would also be important for the youngsters," she said. "But the quality of the food is what really matters if it wants to keep its popularity and stand out in the future market."
