Brand spirit implemented by the name of “IL RE – Hello my King” shows the gratitude and the humility that an enterprise intends to stand up for everything. Nowadays consumers are seeking for consumption experience that helps them escaping from the reality. It can be achieved through interacting with both the service and the store atmosphere. Based on this insight, “IL RE – Hello my King” designed local fruits into living characters and constructed an experiential field with an imaginary atmosphere. – Live local, eat local, support guests, pass on happiness!