{"id":48141,"date":"2024-05-08T16:15:13","date_gmt":"2024-05-08T20:15:13","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=48141"},"modified":"2026-05-05T14:45:46","modified_gmt":"2026-05-05T18:45:46","slug":"pesquisa-de-mercado-de-restaurantes-chineses","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-da-industria-de-bebidas-alimenticias\/pesquisa-de-mercado-de-restaurantes-chineses\/","title":{"rendered":"Chinese Restaurant Market Research | SIS International"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">Pesquisa de mercado de restaurantes chineses<\/h1>\n<figure class=\"gb-block-image gb-block-image-8be8887c\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8be8887c\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Chinese American (5)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Chinese-American-5-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>A pesquisa de mercado de restaurantes chineses serve como uma b\u00fassola estrat\u00e9gica para os donos de restaurantes, orientando os processos de tomada de decis\u00e3o em v\u00e1rias facetas das opera\u00e7\u00f5es comerciais.<\/p>\n<\/blockquote>\n<p>The Chinese restaurant market is a vibrant ecosystem, blending tradition with innovation to cater to diners&#8217; ever-evolving preferences. They offer a gastronomic journey steeped in history and authenticity\u2026 But what truly sets apart the thriving Chinese restaurant industry, and what insights can market research provide to businesses seeking to navigate this dynamic landscape? Chinese <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-de-restaurantes-fast-casual\/\" title=\"Pesquisa de mercado de restaurantes casuais r\u00e1pidos\"  data-wpil-monitor-id=\"5917\">restaurant market research<\/a> is usually the answer.<\/p>\n<h2 class=\"wp-block-heading\">O que \u00e9 pesquisa de mercado de restaurantes chineses?<\/h2>\n<p class=\"p2\">Chinese <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/pesquisa-de-mercado-para-funcionarios-de-restaurantes\/\" title=\"Restaurant Employee Market Research | SIS International\"  data-wpil-monitor-id=\"11718\">restaurant market research<\/a> provides valuable insights into diners&#8217; evolving tastes and expectations. It examines market dynamics, including the emergence of new culinary trends, the impact of cultural influences, and the competitive strategies Chinese restaurants adopt to differentiate themselves in the market.<\/p>\n<p class=\"p2\">Esse <a href=\"https:\/\/www.sisinternational.com\/pt\/recrutar-e-reter-millennials-no-local-de-trabalho\/\" title=\"Pesquisa de mercado de funcion\u00e1rios da gera\u00e7\u00e3o Y\"  data-wpil-monitor-id=\"7556\">market research helps businesses understand consumer<\/a> preferences, such as favorite dishes, dining occasions, and service expectations. By understanding these preferences, restaurants can tailor their menus, ambiance, and services to better cater to the desires of their target audience.<\/p>\n<p class=\"p2\">Al\u00e9m disso, a pesquisa de mercado de restaurantes chineses permite que as empresas se mantenham a par destas tend\u00eancias, mantenham a relev\u00e2ncia e atraiam novos clientes. Por\u00e9m, traz alguns outros benef\u00edcios, como:<\/p>\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\"><b>Identificando oportunidades de crescimento<\/b>: A pesquisa de mercado de restaurantes chineses identifica oportunidades de crescimento no mercado, como tend\u00eancias alimentares emergentes, segmentos de clientes inexplorados ou novos locais para expans\u00e3o.<\/span><\/li>\n<li><span class=\"s1\"><b>Melhorando o Posicionamento Competitivo<\/b>: Atrav\u00e9s da pesquisa de mercado de restaurantes chineses, os restaurantes chineses podem analisar os pontos fortes e fracos dos seus concorrentes, estrat\u00e9gias de pre\u00e7os e t\u00e1ticas de marketing.<\/span><\/li>\n<li><span class=\"s1\"><b>Melhorando a efici\u00eancia operacional<\/b>: A pesquisa de mercado de restaurantes chineses pode revelar inefici\u00eancias nas opera\u00e7\u00f5es dos restaurantes, como longos tempos de espera, gargalos na cozinha ou n\u00edveis de pessoal ineficazes.<\/span><\/li>\n<li><span class=\"s1\"><b>Otimizando estrat\u00e9gias de marketing<\/b>: By understanding consumer preferences and behavior, Chinese <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/consultoria-em-hotelaria-e-turismo-em-viagens\/consultoria-de-marketing-para-restaurantes-em-coberturas\/\" title=\"Consultoria de marketing para restaurantes na cobertura\"  data-wpil-monitor-id=\"4530\">restaurants can develop targeted marketing<\/a> campaigns that resonate with their target audience. <\/span><\/li>\n<\/ul>\n<\/div>\n<h1>Chinese Restaurant Market Research: How Leading Operators Capture the Next Decade of Growth<\/h1>\n<p>Chinese restaurant market research has become the deciding input for operators positioning across full-service, fast-casual, and ghost kitchen formats. The category is fragmenting upward. Regional cuisines once compressed under generic &#8220;Chinese American&#8221; menus are now distinct growth platforms, and the brands building defensible share are the ones investing in structured consumer intelligence ahead of menu and unit decisions.<\/p>\n<p>The opportunity is sharper than the headline numbers suggest. Sichuan, Cantonese dim sum, Xi&#8217;an hand-pulled noodle, Yunnan, and Northeastern formats each carry different unit economics, daypart curves, and customer acquisition profiles. Operators treating them as one segment forfeit margin. Those segmenting them with rigorous Chinese restaurant market research are building the next generation of category leaders.<\/p>\n<h2>The Regional Cuisine Premium Reshaping Chinese Restaurant Market Research<\/h2>\n<p>The conventional approach groups Chinese restaurants by service format. The better lens groups them by regional cuisine signature and the willingness-to-pay curve attached to it. Junzi, Xi&#8217;an Famous Foods, Tasty Hand-Pulled Noodles, and HaiDiLao have each demonstrated that authentic regional positioning supports a price premium of 30 to 60 percent over generic takeout, with corresponding gains in average check and frequency.<\/p>\n<p>This premium is not a marketing artifact. It reflects measurable sensory differentiation. Hedonic scaling and JAR (just-about-right) scale analysis applied to mala heat profiles, noodle chew, and broth viscosity show that consumers discriminate between regional executions far more precisely than category surveys capture. <span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s central location tests across multi-ethnic urban panels in North America indicate that consumers under 40 with prior exposure to authentic regional Chinese cuisine apply stricter sensory thresholds than legacy Chinese American consumers, particularly on Sichuan peppercorn intensity, wok hei, and dough hydration.<\/span><\/p>\n<p>Operators who calibrate menu R&#038;D against these thresholds, rather than against aggregated taste preference data, build menus that hold pricing through inflation cycles.<\/p>\n<h2>Why Concept-Product Fit Testing Wins Before Unit Expansion<\/h2>\n<p>The expensive mistake in this category is treating concept validation and product validation as a single exercise. They are separate. A concept can score well in qualitative focus groups while the product underperforms in blind sensory evaluation, and the reverse is equally common. Concept-product fit testing surfaces the gap before lease commitments compound the cost.<\/p>\n<p>The methodology that holds up under scrutiny combines triangle test discrimination on signature dishes, sequential monadic design across menu variants, and CATA (check-all-that-apply) batteries on emotional and cultural attributes. Penalty analysis then identifies which JAR deviations actually depress purchase intent versus which are statistical noise.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">In structured expert interviews and in-restaurant intercepts conducted by SIS International with restaurant managers and culinary directors across U.S. metro markets, operators who ran concept-product fit testing before second-unit expansion reported materially lower menu revision rates in the first eighteen months of operation, and stronger same-store sales trajectories in years two and three.<\/span> The discipline pays back in avoided remodels and protected gross margin.<\/p>\n<h2>Daypart Economics and the Dim Sum Repositioning<\/h2>\n<p>Dim sum has historically been a weekend-brunch occasion with weak weekday economics. The repositioning underway, led by operators like Tim Ho Wan and Nan Xiang Xiao Long Bao, treats dim sum as an all-day platform with engineered SKU velocity and slotting optimization in the steam cart and kitchen line.<\/p>\n<p>The intelligence required is operational, not just consumer-facing. Pick-pack-ship cost modeling adapted to a dim sum kitchen reveals which items actually carry their labor allocation. Many do not. The winning assortment typically tightens to 18 to 24 SKUs with disciplined par levels, replacing the 60-plus SKU menus that defined the previous generation.<\/p>\n<p>Consumer research validates the demand side. Napping and projective mapping exercises with Chinese-American and non-Chinese diners show that perceived authenticity correlates with kitchen visibility and a small set of signature items executed with consistency, not with menu length. Operators who internalize this rebuild their kitchens around throughput on the velocity items and kill the long tail.<\/p>\n<h2>The Delivery and Ghost Kitchen Layer<\/h2>\n<p>Chinese cuisine over-indexes on delivery, which makes the ghost kitchen and virtual brand layer consequential. The category includes Kitchen United, CloudKitchens-hosted Chinese virtual brands, and direct operators running parallel virtual concepts from existing kitchens. The economics depend on three variables most operators measure poorly: packaging integrity at 25 minutes post-wok, reorder rate by ZIP code, and the cannibalization rate between the dine-in brand and the virtual brand.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Formatar<\/th>\n<th>Average Check Index<\/th>\n<th>Delivery Mix<\/th>\n<th>Primary Margin Lever<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Full-service regional<\/td>\n<td>140<\/td>\n<td>20-30%<\/td>\n<td>Beverage and banquet<\/td>\n<\/tr>\n<tr>\n<td>Fast-casual regional<\/td>\n<td>100<\/td>\n<td>40-55%<\/td>\n<td>Throughput per labor hour<\/td>\n<\/tr>\n<tr>\n<td>Dim sum all-day<\/td>\n<td>115<\/td>\n<td>15-25%<\/td>\n<td>SKU velocity discipline<\/td>\n<\/tr>\n<tr>\n<td>Virtual brand \/ ghost kitchen<\/td>\n<td>85<\/td>\n<td>95-100%<\/td>\n<td>Packaging and reorder rate<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<p>Accelerated shelf-life testing (ASLT) adapted to delivery conditions, measuring texture and temperature degradation in actual third-party delivery sleeves, separates the brands that scale virtually from those that erode their reputation one cold container at a time.<\/p>\n<h2>Mainland China Brand Entry and the Reverse Flow<\/h2>\n<p>The reverse flow matters. HaiDiLao, Yang Guo Fu Mala Tang, Mixue, and Heytea have crossed into North American and European markets with operating systems already tested at scale. Their entry compresses the timeline for incumbent operators. Competitive intelligence on their site selection logic, supply chain anchoring, and labor model is now a standard input for any Western operator planning expansion.<\/p>\n<p>The intelligence gap most often surfaces in three places: the cold chain dependency for specific ingredients, the loyalty mechanic translation from WeChat-native CRM to Western platforms, and the staffing model under U.S. and European labor regulation. Operators who map these before the entrant arrives in their trade area protect share. Those who react after the second unit opens rarely recover it.<\/p>\n<h2>The SIS Approach to Chinese Restaurant Market Research<\/h2>\n<p>SIS International conducts focus groups, ethnographic in-restaurant observation, central location tests, B2B expert interviews with operators and suppliers, and competitive intelligence on cross-border entrants. The work is bilingual by default, recruited through screened panels that distinguish heritage Chinese consumers, second-generation Asian American diners, and non-Chinese category enthusiasts. These segments behave differently. Studies that pool them produce averages that describe no actual customer.<\/p>\n<p>The deliverable that matters to a VP of strategy is a menu, format, and trade area decision supported by sensory evidence, operator interviews, and competitive mapping that holds up in an investment committee review. Chinese restaurant market research at this level is not a category report. It is the input layer for a capital allocation decision.<\/p>\n<h2>Where the Category Goes Next<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8be7f0a3\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Chinese restaurant (5)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Chinese-restaurant-5-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>Three vectors will define the next phase. Regional cuisine specialization will continue to fragment upward, with Yunnan, Guizhou, and Northeastern formats reaching critical mass in Tier 1 Western cities. Tea and dessert formats led by Heytea, Hey Tea, and Chagee will pull beverage attach rates higher across the category. And technology-enabled service models, from robotic wok lines to AI-driven demand forecasting, will reset the labor cost frontier for operators willing to invest ahead of the curve.<\/p>\n<p>The operators who win are running rigorous Chinese restaurant market research now, before the competitive set tightens further. The cost of intelligence is a fraction of the cost of a misplaced unit.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Sobre SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\">SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. <a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\">Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" 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href=\"https:\/\/www.sisinternational.com\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh\" href=\"https:\/\/www.sisinternational.com\/zh\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl\" href=\"https:\/\/www.sisinternational.com\/nl\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr\" href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"de\" href=\"https:\/\/www.sisinternational.com\/de\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"it\" href=\"https:\/\/www.sisinternational.com\/it\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/solutions\/food-beverage-industry-market-research\/chinese-restaurant-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>\n<section class=\"sis-related-recovered\" data-sis-recovered-section=\"1\">\n<h3>Related SIS Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/pascoa-e-o-inevitavel-coelhinho-de-chocolate\/\" class=\"sis-link-recovered\">SIS International\u2019s Chinese restaurant market research<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/socorro\/\" class=\"sis-link-recovered\">SIS International offers comprehensive market research<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/inovacao\/pensamento-de-design\/\" class=\"sis-link-recovered\">market research services are designed<\/a><\/li>\n<\/ul>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>A pesquisa de mercado de restaurantes chineses explora as prefer\u00eancias e expectativas dos clientes, a din\u00e2mica do mercado, as tend\u00eancias culin\u00e1rias, a cultura e as estrat\u00e9gias.<\/p>","protected":false},"author":1,"featured_media":66832,"parent":22018,"menu_order":467,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-48141","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/48141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=48141"}],"version-history":[{"count":15,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/48141\/revisions"}],"predecessor-version":[{"id":88258,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/48141\/revisions\/88258"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/22018"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/66832"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=48141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}