HeHeGu

HeHeGu (和合谷) is a Chinese fast-food restaurant chain founded in 2003 and headquartered in Beijing. The brand operates a chain of quick-service restaurants serving Chinese-style meals, with a particular emphasis on rice-bowl dishes (gaifan) and a menu built around steamed, boiled, fried, braised, and stir-fried cooking methods. According to its official website, the chain has grown to nearly 200 stores, employs more than 2,000 people, and serves roughly 22 million customer visits per year. It positions itself as a 'Chinese fast food' (国人快餐) brand, using the slogan 'Chinese fast food, classic in a bowl' (国人快餐，盖式经典). The name 'HeHeGu' is derived from Chinese cultural tradition: 'hehe' (和合) is taken from Wang Xizhi's 'Lantingji Xu' and reflects the traditional Chinese concept of harmony and the unity of heaven and humanity, while 'gu' (谷) was written by founder Zhao Shen. The brand presents itself as combining traditional Chinese cultural aesthetics with modern quick-service restaurant design, including a 'super symbol' based on traditional palace-style fret patterns and overlapping bowl shapes. HeHeGu has received a number of honors and recognitions in China, including being named a 'Beijing Famous Trademark' (北京市著名商标), a 'Capital Spiritual Civilization Unit Pacesetter' (首都精神文明单位标兵), and repeatedly listed among the 'Top Ten Chinese Fast Food Brands' (中国十大快餐品牌) and 'Top Ten Beijing Catering Brands' (北京餐饮十大品牌). It has also been recognized as a 'National Advanced Grassroots Party Organization' (全国先进基层党组织) by the Organization Department of the CPC Central Committee. In September 2016, HeHeGu became a company under Baifu Holdings (百福控股), a Chinese restaurant investment and holding group. The brand has also engaged in sports marketing, with Beijing Shougang basketball team captain Zhai Xiaochuan serving as brand ambassador and Shougang player Zhu Yanxi as chief product experience officer. The chain offers dine-in, online ordering, group meal (团餐) services, and franchise opportunities.

HeHeGu was founded in 2003 in Beijing as a Chinese fast-food restaurant brand. The name was created by combining 'hehe' (和合), drawn from the traditional Chinese concept of harmony and from Wang Xizhi's 'Lantingji Xu', with 'gu' (谷), which founder Zhao Shen wrote himself. From its early years, the brand positioned itself around the idea of 'Chinese fast food' (国人快餐), aiming to serve Chinese-style meals in a quick-service format. Over the following years, HeHeGu expanded its chain across Beijing and beyond. According to its official website, the chain reached nearly 200 stores, employed more than 2,000 people, and served approximately 22 million customer visits annually. The brand developed a menu centered on rice-bowl dishes and other Chinese cooking styles, and it built a franchise system with defined franchise advantages and models. HeHeGu accumulated a series of honors and recognitions. It was named a 'Beijing Famous Trademark' (北京市著名商标) and a 'Capital Spiritual Civilization Unit Pacesetter' (首都精神文明单位标兵), and it was repeatedly listed among the 'Top Ten Chinese Fast Food Brands' (中国十大快餐品牌) and 'Top Ten Beijing Catering Brands' (北京餐饮十大品牌). It also received the title of 'National Advanced Grassroots Party Organization' (全国先进基层党组织) from the Organization Department of the CPC Central Committee. In September 2016, HeHeGu became a company under Baifu Holdings (百福控股), a restaurant investment and holding group. This marked a change in ownership and corporate structure for the brand. The brand also pursued sports marketing. It formed a strategic cooperation with Beijing Shougang Sports, and Zhai Xiaochuan, captain of the Beijing Shougang men's basketball team, became HeHeGu's brand ambassador. Shougang player Zhu Yanxi became the brand's chief product experience officer. The 'Shougang twin stars' (首钢双子星) jointly endorsed products such as the double-combination rice bowl series. HeHeGu has also invested in brand design. Its VI visual design uses a 'super symbol' based on traditional Chinese palace-style fret patterns, with an overall outline formed by two overlapping tableware bowls, echoing the slogan 'Chinese fast food, classic in a bowl' (国人快餐，盖式经典). Its SI space design blends ancient Chinese style with modern minimalist design, using soft lighting, wooden screens, and decorative elements to create a comfortable and elegant dining environment. The brand continues to operate as an active Chinese fast-food chain, offering dine-in, online ordering, group meal services, and franchise opportunities.

• 2016

  In September 2016, HeHeGu becomes a company under Baifu Holdings (百福控股).

• 2003

  HeHeGu is founded in Beijing as a Chinese fast-food brand.

Chinese fast food (国人快餐) with traditional cultural identity and modern quick-service format

• Double-combination rice bowl (双拼饭)

  A flagship rice-bowl product endorsed by Shougang players.

• Rice-bowl meal series (盖饭系列)

  Core menu line of Chinese-style rice-bowl dishes.

1. 1和合谷官网hhg.com.cn
2. 2和合谷官网 - 和合谷hhg.com.cn
3. 3和合谷官网 - 和合谷hhg.com.cn
4. 4HeHeGuwikidata.org