Core Viewpoint - The article discusses how traditional food brands like Shuanghui and TaTa Le are leveraging internet culture and user-generated content to engage with younger consumers through their IP characters, leading to increased brand interaction and marketing opportunities [1][41]. Group 1: Shuanghui's "Top Stream Pig" - Shuanghui's new IP character, referred to as "Top Stream Pig," gained popularity on social media without any prior media presence, solely based on its packaging design [3][7]. - The brand is actively engaging with consumers by inviting them to create derivative content, suggesting names, and developing merchandise like stickers and wallpapers [7][10]. - The character has become a frequent element in Shuanghui's marketing strategy, serving as a hook for interaction with consumers [12]. Group 2: TaTa Le's "Le Le Chicken" - TaTa Le's IP character "Le Le Chicken" has a similar trajectory, gaining traction through user-generated content and brand engagement [13][16]. - The brand has embraced the creativity of its audience, allowing for modifications and enhancements to the character, which has led to a more relatable and engaging persona [13][16]. - Both Shuanghui and TaTa Le are seen as adapting to the younger demographic's preferences, utilizing humor and relatability in their marketing strategies [19][41]. Group 3: Broader Industry Trends - The article highlights a trend among food and beverage brands to utilize IP characters for marketing, with examples including Wangzai and M&M's, which have successfully integrated their characters into social media and consumer interactions [19][28]. - Brands are increasingly using humor and relatability to connect with younger audiences, as seen in the campaigns of companies like Luckin Coffee and Mixue Ice Cream [32][37]. - The success of these strategies indicates a shift in marketing approaches, where brands are not just waiting for trends but actively participating in the cultural conversation [41].

Core Viewpoint - The "Su Super" event in Jiangsu has gained significant attention, showcasing local pride and community engagement through a semi-professional football tournament that allows only a limited number of professional players per team, emphasizing local representation and participation [1][3][19] Group 1: Event Overview - The "Su Super" features 516 players representing 13 cities in Jiangsu, with teams composed mainly of university students and local individuals, ensuring a strong local identity [1] - The event's popularity is attributed to its alignment with internet culture and the playful engagement of local communities, which resonates with younger audiences [2][3] Group 2: Cultural Impact - The tournament has sparked a wave of internet memes and cultural references, with cities being humorously labeled and compared, enhancing local camaraderie and competition [2][9] - The event's marketing strategy effectively utilizes humor and internet trends to engage a broader audience, making it a cultural phenomenon beyond just sports [3][12] Group 3: Economic and Market Response - The "Su Super" has positively influenced the stock market, with related stocks like Jinling Sports seeing a 20% increase shortly after the event's popularity surged, indicating strong investor interest [17][18] - The event reflects a broader trend in China's sports industry, which is currently experiencing favorable policies aimed at enhancing sports infrastructure and promoting grassroots participation [17][19] Group 4: Future Implications - The success of "Su Super" suggests a shift towards more participatory and community-driven sports events, which could redefine the landscape of sports entertainment in China [12][19] - As consumer preferences evolve towards healthier and more engaging activities, events like "Su Super" may become pivotal in promoting sports culture and community involvement [13][19]