AIGC-powered Package Renewal Design Research Utilizing Chinese ‘Chu’ State CultureCulture : Focusing on the Xiao Huya Brand

This study proposes a culturally-driven packaging redesign strategy for the Chinese duck meat brand Xiaohuya by incorporating visual elements of Chu culture. Two design proposals were developed using the AI tool Midjourney and evaluated through a survey and A/B testing involving 165 participants. The questionnaire measured design-related attributes (e.g., aesthetics, uniqueness) and culture-related responses (e.g., cultural expression, brand perception, purchase intent) on a 5-point Likert scale. Results showed that Design 1 received the highest overall scores, with statistically significant differences in brand perception (p=0.000), recommendation intent (p=0.000), cultural expression (p=0.002), uniqueness (p=0.0146), and credibility (p=0.0095). The findings empirically demonstrate that combining traditional cultural symbols with AIGC-based visual design enhances brand differentiation and improves consumer response.