Creative Industries in the Gastronomy Sector: Evolving Communication Trends

This study examines contemporary communication trends within the gastronomy sector – specifically the restaurant business – as a key component of the creative industries, focusing on Russia and China. Employing a mixed-methods approach that integrates theoretical analysis, case studies, and observational research, the investigation draws on recent empirical data (2023–2025) from leading trendsetting restaurants in both markets. The analysis encompasses their digital ecosystems, event-driven communications, and artistic collaborations. The research identifies and systematizes six principal communication trends: (1) the primacy of the restaurateur’s personal brand as a central trust anchor; (2) the evolution of restaurants into autonomous, content-producing media hubs; (3) the strategic conversion of staff into core brand ambassadors; (4) the adoption of artificial intelligence for hyper-personalization and data analytics; (5) the incorporation of public art to forge distinctive cultural identity and stimulate user-generated content; and (6) brand narratives rooted in cultural heritage and gastronomic nationalism. A core finding is the convergence of these trends across both cultural contexts, despite differing local market dynamics. Success in the modern culinary landscape is shown to depend on constructing a holistic communication ecosystem. This ecosystem effectively synthesizes creator-led authenticity, proprietary content, team engagement, technological integration, and a resonant cultural narrative. The study’s contribution lies in its pioneering cross-cultural comparison of hospitality communication strategies in the Russo-Chinese context. The findings offer practical insights for restaurateurs, marketing professionals, and creative industry managers, with additional implications for destination marketing and the development of gastronomic tourism.