Core Viewpoint - The article discusses the viral "stealing sugarcane" activity in Sichuan, which has attracted significant attention and participation, blending nostalgia with a unique marketing strategy that engages visitors in a playful, simulated theft experience [5][21][29]. Group 1: Activity Overview - The "stealing sugarcane" event allows visitors to pay a small entrance fee to experience a playful theft scenario in a sugarcane field, where they can cut down sugarcane while avoiding capture by staff acting as NPCs [5][6][13]. - The event became a popular attraction, drawing over a thousand visitors daily during its peak, generating nearly 10,000 yuan in sales each day [6][21]. - Similar activities have emerged across the country, with other farms adopting the concept of "stealing" fruits like oranges and apples, indicating a trend in experiential marketing [7][21]. Group 2: Marketing Strategy - The event was initiated by a local sugarcane farmer, who creatively leveraged social media to promote the activity, inviting visitors to relive childhood memories of "stealing" sugarcane [13][14]. - The farmer's innovative approach included live streaming the capture of "thieves," enhancing engagement and creating a community around the event [14][16]. - The activity not only helped sell surplus sugarcane but also reduced labor costs associated with harvesting, showcasing an effective model for rural tourism and agricultural marketing [21][29]. Group 3: Cultural and Psychological Aspects - The "stealing" experience taps into a collective nostalgia for childhood games, providing a safe environment for participants to engage in playful rebellion against societal norms [33][34]. - This phenomenon reflects a broader trend where individuals seek to escape the monotony of daily life through unconventional experiences, highlighting a desire for freedom and adventure in modern society [30][34]. - The event's success illustrates how gamification and experiential marketing can create unique consumer experiences that resonate on emotional and psychological levels [29][34].

Group 1 - The "2025 K-FOOD BOOM UP FESTA" event will be held from September 6 to 7 at the Livat shopping center in Changsha, Hunan, organized by the Korea Agro-Fisheries & Food Trade Corporation (aT) Shanghai office [1] - The event focuses on major export categories such as Korean ramen, beverages, ginseng, and snacks, utilizing gamified experiences to engage participants in exploring the appeal of K-Food [3] - Six themed experience zones will be created, including areas for tasting ramen and snacks, selecting beverages based on mood, experiencing ginseng benefits, showcasing innovative products, a photo zone, and a shopping experience linked with JD's Korean Pavilion [3] Group 2 - The event will feature tasting areas with participation from notable Korean food companies like Dobong, Lotte, Nokyung, Jeonggwanjang, and Bingeuri, highlighting the "deliciousness" and "aesthetics" of K-Food [3] - Additional activities such as a task card stamp collection and demonstrations of future products will enhance the overall experience for attendees [3] - The head of aT Shanghai office, Lee Jong-geun, emphasized the innovative approach of the event, aiming to integrate Korean food into the daily lives of Chinese consumers through engaging activities [3]