乐呷闽味中秋博饼限定礼盒

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民俗焕新,厦门太古可口可乐让百年博饼文化走向全国
Zhong Guo Jin Rong Xin Xi Wang· 2025-09-28 08:35
Core Viewpoint - The article highlights the cultural significance and modern adaptation of the traditional "Mid-Autumn Bo Bing" game in Xiamen, particularly through the launch of a limited edition gift box by Xiamen Swire Coca-Cola, which combines local cultural elements with contemporary branding [1][3][4]. Group 1: Cultural Significance - "Mid-Autumn Bo Bing" has historical roots dating back to the Ming Dynasty, created by Zheng Chenggong to alleviate soldiers' homesickness [1][3]. - The game symbolizes reunion and good fortune, reflecting the cultural memory of the Minnan people [3]. - The practice has been passed down through generations and was officially recognized as a national intangible cultural heritage in 2008 [3]. Group 2: Product Offering - The "Le Xia Min Wei Mid-Autumn Bo Bing Limited Gift Box" includes two parts: "Le Xia" (representing local flavors) and "Le Wan" (game elements) [4]. - The gift box contains traditional snacks like Minnan Gong Tang and Da Hong Pao tea, along with game components such as red porcelain bowls and dice, symbolizing reunion and auspiciousness [4]. - The inclusion of a rules card enhances the immersive experience of this traditional game [4]. Group 3: Marketing Strategy - In 2023, Xiamen Swire Coca-Cola developed a local cross-border original IP called "Le Xia Min Wei," which connects local attractions, cuisine, and trends [6]. - The initiative has achieved over ten million exposures online, fostering collaboration with various brands and integrating the Coca-Cola brand into local life [6]. - This strategy aims to strengthen the connection between the brand and consumers by promoting local culture and experiences [6].