Dian Xiao Er: Super Sign Success Story in Singapore

Dian Xiao Er: Super Sign Success in Singapore, Boosting Herbal Roast Duck Sales by 15.9% in One Year!

Dian Xiao Er Herbal Roast Duck is Hua & Hua’s first local client in Singapore. In 2023—a record year for competition in Singapore’s F&B market—Hua & Hua helped Dian Xiao Er achieve a remarkable 15.9% growth, defying market trends!

The Dian Xiao Er project marks a milestone for Hua & Hua, setting a new standard for brand building and market strategy in Singapore. It’s also the flagship entry for the 11th Hua & Hua Million RMB Super Marketing Competition, sponsored exclusively by Yan Palace. On 6 December, Dian Xiao Er’s project director will unveil the secrets of creating a Super Singapore Brand, followed by an exclusive forum where Chinese and Southeast Asian entrepreneurs will share real-world strategies. Click the image below to learn more.

The Dian Xiao Er Case Study

Founded in 2002 by Mr. Yik, Dian Xiao Er introduced herbal roast duck to Singapore, starting from a small stall in Chinatown’s bustling district. Over 20 years of dedicated expansion, Dian Xiao Er now operates 17 locations across Singapore.

In August 2022, Dian Xiao Er joined forces with Hua & Hua. While Hua & Hua’s initial Singapore client, Putien, began with a focus on the China market, Dian Xiao Er is the first local client Hua & Hua has served exclusively within Singapore. Over the past two years, our work with Dian Xiao Er has focused entirely on Singapore, making them Hua & Hua’s first client with a purely local strategy in an overseas market.

Why would a Singapore-focused company seek out Hua & Hua? Can a brand strategy be successful in China and deliver in Singapore’s market?

In the first year of collaboration, Dian Xiao Er’s sales climbed 15.9%—a remarkable achievement in Singapore’s competitive market, where Chinese brands have been flooding in. According to The Business Times, as of June 2023, 32 Chinese restaurant brands launched 184 new outlets in Singapore, with 90% of these brands having entered in the last two years alone.

This explains why Dian Xiao Er chose to work with us—they wanted to deepen their growth in Singapore and expand internationally. So, how did we help Dian Xiao Er achieve a 15.9% growth against fierce competition, elevate their brand, and prepare them for a global stage?

We start every project by identifying core issues. Our research revealed three major areas where Dian Xiao Er needed a boost:

1. Unseen: Brand awareness is the baseline for any brand. Despite having 16 outlets, Dian Xiao Er’s name recognition didn’t match its scale. A simple test we ran with taxi drivers in Singapore showed that only 2 out of 10 drivers had even heard of the brand.

A great brand is widely known but rarely experienced, like Rolls-Royce, which many recognize but few have ridden in. If only those with firsthand experience know the brand, its visibility needs improvement.

2. Unliked: Dian Xiao Er’s brand image, modelled after old-school Chinese tavern attendants, was out of step with today’s youth, especially among overseas Chinese. At the start of the project, everyone had one specific request for us: redesign the uniforms, which was an unusual demand.

We later learned that hiring in Singapore is becoming increasingly tough due to high competition, especially for younger workers, who are in high demand. Dian Xiao Er’s HR mentioned that many young candidates would come for an interview, but before even sitting down, they’d see the uniforms and turn right around.

▲Dian Xiao Er’s original uniforms

3. Unproud: Great brands evoke pride. Coca-Cola, known by nearly everyone, embodies the American spirit and culture. Dian Xiao Er needed to build an emotional resonance and identity that went beyond just great-tasting food.

To address these challenges, we built a brand strategy for Dian Xiao Er focused on three key solutions:

1. Brand Strategy: Develop a brand strategy and ignite it with creative ideas.

2. Meta Media Strategy: Establish core channels for brand communication.

3. Marketing Calendar: Use super props and a marketing calendar to create a brand rhythm.

1. Develop a brand strategy and ignite it with creative ideas.

First, we identified Dian Xiao Er’s three key issues: Unseen, Unliked, and Unproud. These are connected in a progression: awareness is the foundation; awareness doesn’t guarantee preference, which relies on quality and craft to inspire love; and pride, the highest level, comes from a sense of purpose and culture. A great brand always carries a mission. What is a mission? It’s the purpose and meaning of the company, answering its role in society. What value do we create for society? How do we create it, and is this value unique to us?

Collate Dian Xiao Er’s Brand Value and Defining the Brand Strategy.

Dian Xiao Er’s biggest challenge was a lack of clearly defined brand value. The key to solving their brand strategy was finding their core identity. So, who is Dian Xiao Er? Through research, we found one clear answer: Dian Xiao Er is all about herbal roast duck.

Dian Xiao Er introduced Singapore to herbal roast duck, becoming the largest chain offering it. Their herbal roast duck, made with a special blend of herbs, is loved by those who have tried it. Our first move was to link “herbal roast duck” tightly to the Dian Xiao Er name, placing it prominently on storefronts so customers know what to expect and remember it after they leave.

Globally, there are three major roast duck styles: Beijing’s Peking duck, Hong Kong-style roast duck, and Singapore’s herbal roast duck. To eat herbal roast duck, you have to come to Singapore, specifically to Dian Xiao Er. This unique position makes Dian Xiao Er a one-of-a-kind brand both in Singapore and globally.

Our goal was to anchor the brand around this product, creating a distinctive position for herbal roast duck, not only in Singapore but also on the world stage. The most powerful way to build global influence for a niche product is to tie it to national identity, and this is Dian Xiao Er’s unique advantage—being the singular authority on herbal roast duck in Singapore.

As the sociologist and semiotician Roland Barthes said, commercial motives are not hidden but combined with grand narratives that connect to humanity’s collective story.

Dian Xiao Er’s mission is to represent Singapore on the global stage. The goal? To make herbal roast duck an iconic Singaporean dish, representing Singapore to the world. We did this by adding “Singapore” to the brand name, creating “Dian Xiao Er Singapore Herbal Roast Duck.”

With a clear brand strategy, we ignited it through Hua & Hua’s two signature elements: the Super Proverb and the Super Sign—the two wings of our Brand Trinity.

Creating a Super Proverb to Amplify Brand Value

Our Super Slogan had two purposes: to promote the brand’s value and to encourage customers to spread the word for us. Rather than simply stating something to the consumer, we designed a phrase they could share with friends and family.

“The Must-Eat in Singapore, Dian Xiao Er Herbal Roast Duck” maximizes the brand’s value, connects Dian Xiao Er with Singapore’s identity, and makes both locals and visitors feel pride in the brand. The catchy wording also encourages organic sharing.

We gave it a mission, brought it to life, and defined its identity—suddenly, the brand was shining.

Finding the Brand’s Natural Drama with a Super Sign.

Alongside the brand proverb, the other key element is the Super Sign. So, what is a Super Sign? It’s an instantly iconic, highly familiar symbol. People recognize what they already know, and they connect with what feels familiar. The original Dian Xiao Er logo featured an old-fashioned Chinese innkeeper, a figure common in classic martial arts films. But today, fewer young people, especially overseas Chinese, recognize this reference. Dian Xiao Er needed a Super Sign that’s universally recognizable.

▲Dian Xiao Er’s original logo

A Super Sign isn’t created from scratch; it’s discovered by finding the brand’s natural drama. The most striking feature of “Dian Xiao Er” is the number 2—a universally understood symbol with broader appeal than any single letter. But 2 alone wasn’t unique enough. We combined it with the brand slogan, “The Must-Eat in Singapore, Dian Xiao Er Herbal Roast Duck,” to create a perfect match: the number 2, shaped like a duck, with a chef’s hat on top.?

This transformed the old, complex logo into a stylish, simple, and globally recognizable symbol, the Duck 2 Super Sign.

But a Super Sign also needs to feel alive, so we brought Duck 2 to life as DD.Duck, the brand’s Super IP.?

Hua & Hua believes that a Super Sign isn’t created out of thin air; it should connect to a Cultural Matrix that feels instantly familiar, tapping into people’s collective memories. With this in mind, we found the perfect cultural foundation: the rubber duck. A bright yellow rubber duck that squeaks—often seen in bathtubs and pools—triggers warm feelings of childhood happiness, comfort, and nostalgia.

In 1992, a shipment of nearly 30,000 rubber ducks was lost at sea, creating a “duck fleet” that floated across the world, sparking a global “duck chase.” You may also have seen the giant yellow duck created by Dutch artist Florentijn Hofman, which has toured over 40 countries. The rubber duck is a universally recognized and beloved cultural icon, perfect for a Singaporean brand with global ambitions to amplify its reach.

We combined this familiar rubber duck with a chef’s hat to create Dian Xiao Er’s Super IP—DD.Duck! This design was born as a brand symbol that’s instantly recognizable, likable, and highly adaptable.

Now, we’ll share how DD.Duck became Dian Xiao Er’s ultimate marketing tool. For us, there’s a “before Hua & Hua” and “after Hua & Hua.” Dian Xiao Er waited 20 years for Hua & Hua, and with just one move, we helped them establish a true global brand identity—a process we call brand solidification.

2. Meta Media Strategy, Creating a Core Communication Platform.

Establishing a brand identity is just the start—it needs to be effectively promoted. Hua & Hua’s approach uses the Super Sign to reframe the brand and turn every customer-facing element into media. This brings us to the Meta Media Strategy.

We categorize media into two types: Meta Media—your owned, cost-free assets like packaging—and Extended Media, which includes paid channels like ads. First, we maximize Meta Media use, starting with the whole store as Dian Xiao Er’s Meta Media platform.

Looking at these store photos: can customers instantly tell what Dian Xiao Er is? What’s on the menu? Why should they dine here? There’s no category definition, no slogan—crucial decision-making cues are missing.

▲Before

Hua & Hua sees the storefront as more than a brand display; it’s a signal system. Here’s how we optimized it for higher conversion with six principles:

1) Display the English and Chinese names and food categories so customers immediately know who we are.

2) Use the slogan to give a clear reason to enter.

3) Maximize the Super Sign for triple the impact.

4) Make posters bold, showcasing signature dishes.

5) Highlight awards—let the brand’s credibility speak.

6) Most importantly, we created a new display—the Super Sales Counter—with the top 12 bestsellers lit up in display boxes, complete with prices and FAQs. This way, customers don’t need to ask staff; they can decide at the door. This setup grabs attention, guides choices, and speeds up ordering. After introducing it, sales of these 12 dishes rose by 10%, and even competitors began to copy it!

The store is the brand’s stage, and we use every inch to draw customers in.

▲After

Another key Meta Media for Dian Xiao Er is our duck-themed tableware. Many diners have a habit of snapping photos before they eat—not just of the food but also of the unique dishes. Good-looking tableware not only enhances the dining experience but also serves as a brand display that stays with customers throughout their meal. Previously, our tableware didn’t highlight the status of our herbal roast duck, so we needed to make the product itself the hero. Here’s our approach:

1) Strong symbolism that aligns with the Super Sign.

2) The product itself serves as media—distinctive and easily recognizable.

3) Functional convenience that combines practical and promotional value.

By amplifying the plate’s visual appeal, it turned the dish itself into a symbol. The result? This duck plate can command an extra 5 SGD per order!

Similarly, the uniforms mentioned earlier are another important Meta Media. Many don’t know that Hua & Hua also designs clothing! Mr. Hua set the standard high, asking us to redesign the uniforms to match the quality of flight attendant attire. The result speaks for itself—can you believe this is the same brand?

3. Super Props and the Marketing Calendar: Creating a Brand Rhythm.

The ultimate goal for a brand is to become part of people’s everyday lives. To make Dian Xiao Er’s Meta Media, DD.Duck, a daily part of Singaporeans’ lives, we tapped into Hua & Hua’s third core strength: the Marketing Calendar.

Why do we call it a Marketing Calendar? First, it sets themes and a rhythm for the entire year, repeating annually to generate maximum results with minimal effort. Second, it creates occasions for the brand, fostering continuous interaction with customers. For engagement, we “attach” the brand to public celebrations, turning them into exclusive events. Our secret? DD.Duck!

Take our first major campaign for Chinese New Year, the biggest holiday for Singaporean Chinese. We coined a lucky phrase, “Eat roast duck, and you’ll have luck!” With each large duck order, customers received a “Huat ah! DD.Duck” (Fortune Duck), or one of several other ducks: Blessing Duck, Lucky Duck, Longevity Duck, and Auspicious Duck. During Chinese New Year, it’s common to see people carrying Dian Xiao Er’s gift bags through neighborhoods, and many families proudly display their Fortune Ducks at home!

How popular is the Fortune Duck? Last Chinese New Year, we gave out 100,000 Fortune Ducks. By May, we spotted them still on display at food stalls around Singapore! With this success, DD.Duck has become a symbol of good luck, almost rivaling the fortune cat.

National Day is another key holiday. As Singapore’s “must-eat herbal roast duck,” Dian Xiao Er couldn’t miss out. This year, we released 69,000 “National Day Blind Box Ducks,” including Majulah Duck, Police Duck, Army Duck, and more. By connecting DD. Duck to Singapore’s national pride, it became a must-have collectable for celebrating National Day, bringing Dian Xiao Er into people’s daily lives as a Super Prop and Meta Media.

Our National Day Ducks sold out before the event ended, with some customers collecting multiple ducks, and one father even offered $50 for one, shocking our staff!

Additionally, we created a Children’s Day campaign called “Finish Your Meal, Get a Little DD.Duck!” which offered a large-sized DD.Duck and a Rainbow Duck as gifts. The Rainbow Duck became so popular that it was selling on Singapore’s social platforms for as much as 38 SGD each! This reminded us of how MIXUE’s Snow King wobble toy, originally priced at just 1 RMB, spiked to hundreds online, making Snow King merchandise a massive side business, contributing to MIXUE’s reputation as the “Disney of the beverage world.” With a market of over 300 million RMB, it looks like everyone should start collecting DD.Ducks—they might just become valuable!

For Christmas, we introduced the Merry Christmas Duck, and for children’s birthdays, the Happy Birthday Duck. Plus, customers who enjoy herbal roast duck at Dian Xiao Er receive a classic DD.Duck. These ongoing campaigns all revolve around DD.Duck, building brand assets. In 2023 alone, Dian Xiao Er gave away 500,000 DD.Ducks! With Singapore’s 5.6 million residents and 1.5 million households, this means that one in three homes now has a DD.Duck. The phrase has caught on—“Buy a duck, get a duck!” and “Go to Dian Xiao Er to grab a duck!”

This strategy mirrors Coca-Cola’s early success, where they distributed over 100 million branded items in 1913 alone, integrating the brand into daily life. Given this, 500,000 ducks a year isn’t enough; we aim for every Singaporean household to have at least five DD.Ducks, making Dian Xiao Er a household name, right alongside Singapore’s Merlion!

In addition to Chinese New Year, National Day, and Children’s Day, we introduced Parents’ Day with carnations and hugs to show love and gratitude and the Chef Showdown, where chefs from our 17 locations debut new dishes.

These five events are now set in our Marketing Calendar, with each held annually, keeping Dian Xiao Er closely tied to Singaporeans’ lives. Year after year, these celebrations accumulate brand value and could soon become shared traditions across Singapore.

Right from the start, we implemented five events, with an activity every two months to keep the rhythm going. Because a brand is all about presence and momentum—the more events, the greater the impact, especially in a competitive market where activity fuels internal morale and external visibility!

Summary

Building a brand is not just about external image; it’s also about fostering internal growth. Hua & Hua’s new strategy, refreshed image, and innovative campaigns for Dian Xiao Er have brought fresh hope to both the owner and employees, inspiring the owner’s dreams of global expansion and energizing the organization. While Dian Xiao Er is still based in Singapore, we’ve laid the groundwork for a global brand. This is just the beginning—here’s to an exciting next five years for Dian Xiao Er!

Join us in Singapore on December 6th, where Dian Xiao Er's project director will share more creative insights and success stories. Don’t miss out—one day at this event is equivalent to a year of learning at Hua & Hua!