Many restaurants choose to use familiar old objects to build retro scenes and take the "nostalgia" route. This will allow the brand to gain some recognition under the premise that consumers are completely unfamiliar with it. These sense of identity is through the decoration of the Cultural Revolution backpacks, Chairman Mao statues, the use of enamel bowls, thermos flasks. This concept is called "collective memory", a theory created by Habwach in the 1920s. Consumers are subjected to *** the same emotional and symbolic memory departures, which triggers a collective collection and identity.

Spoon Classroom recently had an article analyzing the logic. For dining, using collective memory as a way to break out is a model that seems to work very well. That's because collective memories often need a vehicle, and all sorts of elements in dining can serve as vehicles. The décor, the uniforms of the waiters, and the food itself can all be forms of carrying collective memories. Collective memory looks beautiful, but it is still only a marketing approach, to build the brand or product first. It is true that people will pay for their emotional needs, but only if their physical needs are met. When people's attention is associated with emotions, their eyes will eventually fall to the product. And if there is only marketing and no product, they will not come back after consuming once.