Brands turn to traditional Chinese culture to attract young customers

"Unlike our regular stores that are solely for selling products, in this branch, we focus on the customer experience," Shi said.

"We have an open kitchen in the branch, where customers can not only watch pastry products being made, but also have lessons to make the pastry themselves.

"Typically, 80 percent of the customers at our regular stores are older than 45, but at the Location Zero store, 95 percent of the customers are young people."

Shi added that many internet celebrities visit this branch to take photos and post on social media platforms.

Location Zero has launched several beverage products based on Daoxiangcun's signature snacks such as ox tongue cake and jujube paste. The design for jujube paste cake is also used for accessories such as earrings and rings, which have proved popular.