ГЛОБАЛЬНИЙ ВПЛИВ ТА ЛОКАЛЬНІ ТЕНДЕНЦІЇ РИНКУ ГРОМАДСЬКОГО ХАРЧУВАННЯ КИТАЮ

Abstract

China’s catering market is one of the most dynamic and influential in the world. China not only shapes trends in the domestic market, but also actively integrates into the global gastronomic industry, spreading elements of its cuisine and food culture. At the same time, the market is influenced by local trends, in particular, digitalization, the development of food delivery, changes in the consumer habits of young people and the growth of interest in healthy eating. The purpose of the study is to identify the main trends and challenges shaping the modern catering market in China, as well as to outline opportunities for further growth of the industry in the context of digitalization and changing consumer priorities. The research methodology is based on statistical and comparative analysis, data systematization, analytical modeling and interpretation of current trends. The global impact on the Chinese catering market is based on several key factors: the growth of the middle class, urbanization and the integration of digital technologies, in particular mobile applications for food delivery. At the same time, the market is showing significant growth in the segments of street food, cafes and bars, as well as full-service restaurants. This indicates the adaptation of Chinese consumers to new food formats that provide convenience and speed of service. Changes in consumer habits, particularly among young people, the growth of demand for diverse cuisine and the integration of digital solutions are stimulating the growth of the fast food and food delivery segments. The study presents a comparative analysis of changes in the structure of the restaurant business after the COVID-19 pandemic, and also considers innovative strategies that enterprises are using to recover and develop the market. China, in particular, is demonstrating a significant recovery of the market after the pandemic, with a forecast of growth of up to 5.6 trillion yuan by 2025. Recommendations are provided for stakeholders (regulators, businesses, public organizations) to ensure the effective implementation of the results obtained. The prospects for the development of this sector foresee stable growth due to the development of new service formats, the integration of innovations and increasing demand for convenient and environmentally friendly products. This opens up new opportunities for businesses that seek to adapt to modern consumer needs.