Yang Guofu Malatang Names Fitness Influencer Pamela Global Brand Ambassador
Yang Guofu Malatang named fitness influencer Pamela as global brand ambassador and launched a "54321 Balanced Self-Selection Formula" to reposition malatang as a healthy meal.
Yang Guofu Malatang (杨国福麻辣烫) has appointed Pamela, the German fitness influencer with a large following in China, as its global brand ambassador, pairing the announcement with a structured eating framework the brand calls the "54321 Balanced Self-Selection Formula."
The formula positions malatang as a health-conscious meal by prescribing a specific combination of ingredients: five types of vegetables, four types of protein, three types of carbohydrates, two types of mushrooms and seaweed, and one soup base. The campaign was announced on October 28, 2026.
The partnership attempts to reframe a dish long associated with indulgent, spicy street food as a nutritionally considered option, using Pamela's fitness-oriented personal brand to make that message credible to health-aware consumers.
The move reflects a broader pattern among Chinese casual dining chains seeking to attract younger, health-focused consumers by attaching fitness credibility to traditionally comfort-driven menus. By building the ambassador partnership around a specific nutritional framework rather than a general lifestyle association, Yang Guofu Malatang gives consumers a repeatable rationale for choosing malatang as an everyday healthy option — a claim that depends on both the influencer's authority and the prescriptive logic of the formula itself.
