# Chinese Food Branding Strategies Xiao Chi Jie Recently Rebranded as MìLà By Kalin Ned | Published 2023-05-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/food-branding-strategy References: [prnewswire](https://www.prnewswire.com/news-releases/xiao-chi-jie-rebrands-as-mila-and-announces-simu-liu-as-chief-content-officer-301786230.html?tc=eml_cleartime) & [eatmila](https://eatmila.com/) MìLà, formerly known as [Xiao Chi Jie](https://www.trendhunter.com/trends/chinese-noodle-kit) (XCJ), embarked on a brand-new modern food branding strategy by changing up the visual identity of the business and announcing that [Barbie](https://www.trendhunter.com/trends/barbie-in-the-nutcracker) + [Marvel](https://www.trendhunter.com/trends/too-yumm) actor Simu Liu is the new Chief Content Officer. MìLà has positioned itself as a "modern Chinese brand bringing restaurant-quality dishes into consumers' homes." The name subtly references this as mì references the Chinese word for honey (蜜) and là denotes spice (辣). The new food branding strategy and the appointment of Simu Liu as Chief Content Officer are part of the business' growth. Sharing about the partnership on social media, the actor hints at his aim to bring "Chinese food visibility” to the market. Image Credit: Evaan Kheraj ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 67% | Activity: 56% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Modern Chinese Branding:** There is an opportunity for businesses to rebrand themselves as modern Chinese brands, bringing restaurant-quality dishes to consumers' homes. - **Celebrity Endorsements:** Businesses can capitalize on the trend of celebrity endorsements to increase visibility and credibility. - **Product Naming Strategies:** Businesses can use strategic product naming strategies to subtly convey their brand message and values to customers. ### Where This Applies - **Food Delivery Services:** Food delivery services can differentiate themselves by offering high-quality, restaurant-style Chinese dishes that cater to modern tastes. - **Branding & Advertising:** Branding and advertising agencies can help businesses develop modern brand identities and celebrity partnerships to appeal to contemporary consumers. - **Product Packaging Design:** Product packaging design companies can help businesses develop effective branding and product naming strategies that speak to customers' needs and values. ## Related on Trend Hunter - [Modern Chinese Dishes](https://www.trendhunter.com/trends/modern-chinese-dish.md) - [Versatile Potsticker-Style Dumplings](https://www.trendhunter.com/trends/ml-dumplings.md) - [Spicy Dan Dan Noodles](https://www.trendhunter.com/trends/spicy-dan-dan-noodles.md) - [Asian Cuisine-Celebrating Global Campaigns](https://www.trendhunter.com/trends/lee-kum-kee1.md) - [Málà Food Brands](https://www.trendhunter.com/trends/hotpot-queen.md) - [Gourmet QSR Menu Partnerships](https://www.trendhunter.com/trends/shake-shack-canada.md) - [Redesigned Culinary Mix Packaging](https://www.trendhunter.com/trends/sunbird.md) - [Chinese Restaurant-Branded Fashion Lines](https://www.trendhunter.com/trends/mr-chow1.md) - [Flavor-Focused Snack Lines](https://www.trendhunter.com/trends/changqu.md)