2025 年 11 月 30 日到 12 月 2 日， 2025 年 "读懂中国" 国际会议（广州），在越秀国际会议中心顺利举办。 其中，在 "文化新业态：新质生产力的文化产业样本" 分论坛上，与会嘉宾们聚焦新质生产力重塑文化产业格局的 大背景，共同探讨了文化新业态的全新场景、创新模式与实践经验。卡游的副总裁卢大振，在嘉宾对话环节分享 了行业见解。他提到，情绪价值如今已成为驱动年轻群体消费的关键因素，而卡牌作为轻量化、高表达度的文化 载体，正是 "谷子" 经济中极具代表性的内容形态。 卢大振表示，卡游之所以能长期与年轻消费者保持稳定的情绪共鸣，核心在于三国卡、小马宝莉卡、奥特曼卡等 核心卡牌产品兼具 "收藏、社交、文娱、竞技" 四大功能：奥特曼卡更是承载着无数年轻人的童年记忆，能唤起强 烈的情感回溯；通过卡牌的交换、分享与卡牌背后的角色话题互动，还能搭建起轻松的社交场景，满足了年轻人 "被理解、被连接" 的情绪需求。在竞技领域，卡游也成果显著，至今已在百余座城市累计举办 3000 多场的官方 赛事，吸引了 20 多万年轻群体参与其中。 在谈到如何将抽象情绪转化为真实产品体验时，卢大振认为，卡游最大的优势是完整 ...

Core Viewpoint - The article discusses the legendary commercial battle between two Taiwanese food giants, Master Kong and Uni-President, in the Chinese instant noodle market, particularly focusing on the marketing strategies involving collectible cards that captivated the youth of China in the 1990s [1][12]. Group 1: Market Competition - In the early 1990s, Master Kong and Uni-President entered the mainland market, leading to a fierce competition that lasted for 30 years, with various product lines being targeted at children [1][3]. - Both companies quickly realized the profitability of targeting children, as they could leverage their spending power to boost sales [3][4]. - The competition extended to the packaging and promotional items, with both brands offering collectible cards to attract young consumers [6][8]. Group 2: Marketing Strategies - Uni-President launched the "Little Raccoon" brand, while Master Kong introduced the "Little Tiger Team" to specifically target children [5][17]. - The introduction of the "Water Margin" cards by Uni-President in 1999 marked a significant turning point, leading to a massive surge in sales and popularity among children [12][13]. - The phenomenon of card collecting became a major activity among schoolchildren, with some even discarding the noodles to keep the cards, leading to criticism from schools and media [16][26]. Group 3: Product Evolution - Following the success of the "Water Margin" cards, Uni-President attempted to replicate this success with other literary themes, such as "Three Kingdoms" and "Fengshen Yanyi," but these efforts did not achieve the same level of success [22][24]. - The initial excitement around card collecting eventually waned, as the market became saturated and children's interest diminished [26][28]. - In recent years, Uni-President has attempted to revive interest by launching new versions of the collectible cards, targeting nostalgia among adults [30][31].