Challenges and Opportunities of Sichuan Opera Face Changing in Haidilao in Cultural Communication

As companies integrate intangible cultural heritage into brand promotion, Sichuan opera is face-changing and representative of traditional Sichuan culture, and it is widely used in commercial marketing. However, balancing cultural heritage and commercial promotion has become an important issue. This study explores the communication effect of Haidilao’s integration of Sichuan opera face-changing, a regional traditional culture of Sichuan, into brand promotion and analyses the advantages and shortcomings. Through quantitative and qualitative research, this paper conducts a questionnaire survey of the nationwide audience and structured interviews on consumers’ satisfaction levels and positive and negative attitudes in different regions. It is found that Haidilao has enhanced its brand’s competitive advantage and promoted the dissemination of intangible cultural heritage through Sichuan Opera Face Changing. Still, the depth of dissemination needs to be improved due to the over-simplification and entertainment of the culture in a commercial environment, resulting in the sacrifice of cultural values. In addition, the promotion of Sichuan Opera Face Changing in different regions shows a lack of cultural adaptability, especially in areas with significant differences in cultural backgrounds, where the audience’s acceptance of this cultural form is low. In this regard, this paper proposes a regionalized traditional culture promotion strategy and a model of brand-culture symbiosis. This study provides new ideas for effectively disseminating traditional culture in national commercial promotion.