In April 2022, Shanghai imposed a citywide lockdown for almost 2 months which affected the lives of 26 million residents. In line with China’s zero-COVID policy, residents were restricted to step out or have groceries delivered to their homes while local government helped out by supplying food packages.

House Curry created The Endless Lockdown Menu to inspire lockdown residents to cook endless curry dishes, turning limited ingredients into unlimited tasty.

When lockdown residents faced the challenge to cook with the limited food supplies, House Curry took the challenge to cook up a storm with their curry products.

House Curry worked with the local government to add their curry products in lockdown food packages and created The Endless Lockdown Menu.

House Curry worked with the local government to add their curry products in lockdown food packages and created The Endless Lockdown Menu.

With The Endless Lockdown Menu recipe videos, House Curry inspired Shanghai residents to cook all kinds of curry dishes. Thousands livestreamed their cooking during lockdown while more people recorded and shared their own curry dish creations and recipes on social and news platforms.

Then House Curry compiled these UGC videos into a documentary which went beyond Shanghai, and shared to other lockdown areas like Shenzhen, Hainan, Chengdu and Dalian that triggered endless possibilities of cooking with House Curry Mix.

11,172 curry dishes shared online during lockdown.

170% sales increase around China.

House Curry not only enhanced its brand influence, but also drove sales in the post-epidemic era as people were inspired how to cook up a storm even with limited ingredients.