Core Insights - The high-end rice brand Chaihuo Dayuan has appointed renowned comedian Sun Yue as the brand's "Fortune Star Ambassador" and launched a marketing campaign themed "Gift Rice, Prosperity in the New Year" [1][3] - This strategic move aims to strengthen the brand's position in the high-end market while resonating with contemporary consumer emotional needs and the return to traditional cultural values [1][4] Marketing Strategy - Sun Yue, known for his relatable and humorous persona, embodies the "God of Wealth" image, which is closely associated with good fortune and wealth, enhancing the brand's festive appeal [3][9] - The marketing campaign creatively transforms the traditional symbolism of wealth into a modern gift concept of "health and abundance," effectively bridging brand identity with cultural symbols [3][6] Consumer Behavior Trends - The gift-giving culture is evolving, with consumers increasingly valuing emotional connections, cultural significance, and spiritual fulfillment over mere material satisfaction [4][6] - Chaihuo Dayuan's marketing innovation reflects this shift, emphasizing the emotional and cultural value of their products, supported by their commitment to high-quality rice sourced from the Five常 region [4][6] Brand Narrative - Chaihuo Dayuan has developed a dual-driven narrative system of "rational trust" and "emotional resonance," enhancing its high-end brand image [7] - The brand's collaboration with "China National Geography" for a photography contest and immersive experiences in Sam's Club stores aims to establish a strong quality trust through visual storytelling [7][10] Cultural Significance - The partnership with Sun Yue during the Spring Festival emphasizes emotional engagement, aligning with traditional customs of gifting wealth and blessings [9][10] - The campaign positions Chaihuo Dayuan as a symbol of New Year blessings, transforming high-quality rice into a socially meaningful gift that conveys heartfelt wishes for prosperity and good fortune [6][10]