At a CouCou hotpot store in Beijing, pastel-colored banners featuring a small white rabbit catch the eyes of diners. It's Miffy, the beloved Dutch character, now re-imagined in an unlikely setting: a Chinese hotpot restaurant.

To mark its ninth anniversary, CouCou — the high-end brand under Xiabuxiabu Restaurant Management Co — has launched its first international IP collaboration with Miffy, which is celebrating 70 years since its creation. For the next three months, this partnership will transform CouCou locations across China into themed spaces featuring co-branded menus, merchandise, and immersive installations.

According to Zhang Yanmei, vice-president of Xiabuxiabu, the collaboration goes beyond commercial goals. "This collaboration isn't simply about increasing revenue," she said. "Our core goal is to offer guests a unique, immersive experience that reinforces the distinctive style and values of the CouCou brand."