故宫、非遗印上产品包装，休闲食品饮料主打文化牌

Core Insights - The leisure food and beverage market is experiencing a surge as the Chinese New Year approaches, with cultural elements becoming a key focus for brands [1][6] - Companies are integrating traditional culture and popular IPs, such as intangible cultural heritage and the Palace Museum, into their marketing strategies to enhance brand appeal during the festive season [1][4] Group 1: Cultural Marketing Strategies - Brands are leveraging cultural attributes as a primary marketing strategy, with a focus on traditional Chinese culture to resonate with consumer sentiments during the Spring Festival [2][6] - Coca-Cola has initiated a series of activities, including a themed fireworks display in Chongqing, to engage consumers both online and offline, continuing its tradition of incorporating cultural themes into its products since the 2022 Year of the Tiger [2][3] - Mondelez China is launching a range of festive gift boxes that blend traditional Chinese culture with creative design, responding to consumer demand for meaningful and aesthetically pleasing gifts [2][3] Group 2: Product Innovations - Brands like Master Kong are incorporating Eastern aesthetics into their New Year gift box designs, while Bawang Tea is introducing themed cups that reflect traditional Chinese literature, enhancing their brand narrative for the Year of the Horse [3][4] - Daqiao Beverage has collaborated with a traditional shadow puppet artist to create limited edition packaging that merges intangible cultural heritage with festive customs, making their products stand out [4][5] Group 3: Collaborations with Cultural Institutions - Collaborations with cultural institutions like the Palace Museum are becoming increasingly popular, with brands using these partnerships to create unique products that highlight Chinese cultural heritage [4][5] - Baicaowei has launched a "He" series of gift boxes inspired by the Palace Museum, showcasing the cultural richness of the Spring Festival [4][5] - The Palace Museum's cultural products are gaining international recognition, helping brands attract younger consumers and promote traditional Chinese culture [4][6]