In May, hotpot giant Haidilao opened the first store of its new bakery brand, SCHWASUA, at West Lake Intime Mall in Hangzhou. Centered on the idea of “Safe to eat, delightful to enjoy (安心吃、放心耍),” the brand focuses on freshly made, high-quality, and affordable bread. The launch quickly drew attention from both customers and industry insiders.
The debut store makes a strong visual statement and sits in a high-traffic, high-spending area on the mall’s first floor, near the scenic West Lake. Its design blends “neo-Chinese cyber” aesthetics with bold elements like a 3-meter croissant sculpture, 2,000 golden wheat art pieces, and a sleek black-and-gold color scheme. Fun, interactive features such as a live baking countdown and prize-draw screens add to the customer experience.
SCHWASUA uses Haidilao’s strong supply chain to keep prices low. More than 60% of its products cost less than 10 RMB (around 1.40 USD), with the most expensive item capped at 30 RMB (around 4.20 USD)—much cheaper than other popular bakery brands. Centralized kitchens and bulk ingredient sourcing help reduce costs by over 25% compared to traditional bakeries. Haidilao’s national cold-chain network also ensures efficient delivery and less waste, making the low-price model more sustainable.
As growth in its core hotpot business slows, Haidilao has been branching out. Since launching its “Pomegranate Plan (红石榴计划)” last August, the company has created 11 sub-brands and opened 74 stores across categories like barbecue, fried chicken, and now baked goods. SCHWASUA’s debut marks Haidilao’s official move into the bakery market—and another step toward finding its next big growth driver.