消费品牌打造年轻、年味“新配方”，焕活新春新势能

Group 1: Brand Strategies for Lunar New Year - Major brands are adopting youthful approaches to engage with Generation Z, infusing traditional Lunar New Year celebrations with fresh vitality and diversity [1] - Lays has launched a limited-time pop-up event in Chengdu, transforming the snack consumption experience through immersive scenes and interactive activities [2][6] - The event features a blend of classic brand elements with local cultural symbols, creating an immersive amusement park atmosphere for participants [6] Group 2: Consumer Engagement and Experience - Lays is shifting from being a mere "happy transmitter" of snacks to a "happy creator" that invites consumers to experience and share creative flavors [8] - The brand plans to expand similar pop-up experiences to more cities, tailoring unique flavor journeys to local cultures [8] - Samyang Foods is leveraging the concept of "spicy" as a social language and emotional connector for the Lunar New Year, integrating it into festive consumption scenarios [9][13] Group 3: Innovative Marketing and Product Offerings - Samyang Foods has introduced limited-edition products and collaborations, such as a lip gloss inspired by their spicy sauce, to enhance brand engagement during the festive season [13] - The brand is utilizing social media platforms for interactive campaigns, allowing users to participate in challenges that connect the spicy flavor with festive experiences [15]