# IP Marketing

Burgers and Beasts: How China’s Tastin is Repurposing Mythology for the Gen Z Palate

Tastin’s recent collaboration with the anime 'You Shou Yan' highlights a sophisticated evolution of the 'Guochao' marketing trend in China. By blending mythological IP with interactive merchandise and localized flavors, the brand is successfully converting traditional culture into social currency for Gen Z consumers.