Core Insights - The article discusses the successful launch of Joyoung's new product "Haqimi North and South Mung Bean Milk," which gained unexpected market traction during the Double 11 shopping festival, driven by a viral marketing campaign featuring an AI orange cat as its mascot [1][3][7]. Product Performance - The new product achieved sales of 7.5 to 10 million yuan with a sales volume of 250,000 to 500,000 units shortly after its launch on Douyin [3]. - Due to overwhelming demand, Joyoung had to issue a sold-out notice, indicating that order volumes reached supply limits [3]. Stock Market Impact - The popularity of "Haqimi Mung Bean Milk" led to a significant rise in Joyoung's stock price, prompting the company to clarify that it no longer holds any equity in the product's operating entity, Joyoung Foods, since December 2023 [3][7]. Marketing Strategy - Joyoung's marketing strategy for "Haqimi" involved extensive preparations, including creative packaging and engaging promotional activities, such as live-streaming events and interactive music sessions [5][7]. - The product was priced at 29.9 yuan for 15 bags, appealing to consumers looking for novelty and fun [7]. Cultural Context - The term "Haqimi" originates from a Japanese anime and has evolved into a meme associated with cats, which resonated with younger audiences [4][10]. - The marketing campaign leveraged the popularity of cat memes and abstract cultural references, indicating a shift in Joyoung's approach towards more contemporary and youth-oriented marketing strategies [11][12]. Controversies and Risks - The campaign faced criticism for potentially exploiting sensitive cultural symbols, particularly the use of the orange cat image, which some users associated with animal cruelty memes [8][10]. - Joyoung's engagement with controversial memes highlights the risks brands face when navigating the fine line between humor and offense in marketing [18][19].

Group 1 - On November 13, Jiuyang Co., Ltd. (002242) experienced a rapid surge, reaching the daily limit for the first time in nearly a year [1] - Jiuyang clarified on an interactive platform that it does not have any products related to "Hachimi" [1] - The company's main business focuses on kitchen small appliances, and it does not engage in food or beverage products [1] Group 2 - On November 11, Jiuyang launched "Hachimi North-South Mung Bean Milk," which sparked significant market discussion [2] - Consumers expressed surprise and interest in Jiuyang's innovative approach to the "Hachimi" trend [2]

Core Viewpoint - The article discusses the viral phenomenon of the "Hakimi" meme, which has gained immense popularity online, particularly in China, and has transcended cultural boundaries, leading to various adaptations and interpretations across different platforms [2][3][15]. Group 1: Meme Evolution - The term "Hakimi" originates from a Japanese anime and has evolved into a catchy phrase that is widely used in various online contexts, particularly associated with cats [5][7]. - The phrase "Hakimi Nanbei Green Bean" has been creatively incorporated into popular songs, resulting in a new genre of music known as "Hakimi music," characterized by its catchy and repetitive nature [7][10][15]. Group 2: Cultural Impact - The Hakimi meme has sparked a wave of creativity, leading to the production of numerous AI-generated videos and content, showcasing its adaptability and appeal in various formats [16][28]. - The meme has also inspired real-world applications, such as advertisements and merchandise, indicating its commercial potential and widespread recognition [28][30][33]. Group 3: Financial Aspects - The emergence of "Hakimi Coin" in the cryptocurrency market has seen significant price fluctuations, with its value increasing from $0.00007 to $0.056 within a short period, reflecting the speculative nature of meme-based cryptocurrencies [35][38]. - The market capitalization of Hakimi Coin reached nearly $60 million, highlighting the growing interest and investment in meme coins, despite their lack of technical backing [35][38]. Group 4: Abstract Culture - The article highlights a shift towards abstract humor and content in online culture, where nonsensical and absurd expressions resonate with audiences, providing a form of entertainment that diverges from traditional narratives [45][62]. - This trend reflects a broader societal response to the complexities and absurdities of modern life, where humor serves as a coping mechanism for navigating an increasingly chaotic world [82].