Core Insights - The Chinese snack food industry is undergoing a profound transformation as health consumption evolves from a cyclical trend to a structural one, with Generation Z's influence extending from consumer choices to brand definitions [1] - Licheng Foods' collaboration with the Academy Award in 2025 represents a strategic practice aimed at youth engagement, focusing on "daily supplementation of high-quality marine protein" as a value anchor [1][3] - The partnership has transitioned from mere product promotion to a collaborative proposal for a healthy lifestyle, leveraging product innovation and campus penetration to redefine health rhythms for the youth [3][24] Product Innovation - Licheng Foods has launched the "Licheng Healthy Marine Food" series, addressing the core demands of Generation Z for nutrition and convenience while overcoming traditional health food challenges related to taste and experience [3] - The initiative transforms the competition platform into an open "creative practice space," inviting the youth to explore how quality nutrition can be seamlessly integrated into daily life [3][5] Campus Engagement - The 2025 Campus Tour by Licheng Foods showcases unprecedented systematic depth, creating a dual-layer touchpoint matrix that combines broad outreach with deep engagement in prestigious universities [7][10] - The campaign spans 26 cities and 32 universities, facilitating over 33 campus events and fostering direct dialogue with thousands of students [10] Strategic Partnerships - Licheng Foods has deepened its engagement with top universities like Tsinghua University and Fudan University, integrating real industry challenges into academic settings to enhance brand credibility and strategic insights [12] - The collaboration with students as content creators and cultural translators has resulted in a rich array of authentic, experience-based promotional content [19] Brand Recognition - The culmination of Licheng Foods' youth strategy is marked by recognition at the 32nd China International Advertising Festival, where it was awarded "Most Loved Vitality Brand by College Students" [21] - The strategic product "Licheng Deep Sea Fish Bamboo Roll" was also recognized as a "Youth Favorite" among college students, highlighting the successful alignment of brand values with youth preferences [21] Long-term Vision - Licheng Foods aims to cultivate a long-term relationship with youth by embedding itself in their lives through continuous co-creation and ecological operations, ultimately fostering brand recognition across generations [22][24] - The brand's approach emphasizes genuine collaboration with youth as co-authors of brand meaning, transitioning from a commercial entity to an advocate for healthy lifestyles [24]

Core Insights - The collaboration between Licheng Foods and Tsinghua University Academy of Arts is a significant step in promoting industry-education integration, enhancing innovation, and talent development in response to national strategies [1][14][17] Group 1: Collaboration and Objectives - Licheng Foods and Tsinghua University Academy of Arts have initiated a co-creation classroom focused on "packaging illustration design practice," building on their successful partnership in 2024 [1][4] - The initiative aligns with the "Implementation Plan for Enhancing Industry-Education Integration" for 2023-2025, aiming to deepen collaboration and explore value creation among youth [1][14] Group 2: Educational Approach - The co-creation classroom integrates real brand projects and market demands into the curriculum, providing students with a practical creative platform to engage with the industry [4][11] - Professor Zhou Yue emphasized the course's goal of helping students understand Licheng Foods' target audience to optimize design and enhance brand recognition [4][6] Group 3: Brand Insights and Student Engagement - Wang Weiwei, Product Director of Licheng Foods, provided in-depth brand insights, focusing on the company's mission to offer healthy food and the development of its cod fish sausage products over 19 years [6][13] - Students demonstrated high professionalism and creativity during the design phase, reflecting their understanding of Licheng's brand characteristics [9][11] Group 4: Evaluation and Feedback - The sharing and evaluation session highlighted students' creative concepts, with Professor Zhou and Wang providing constructive feedback from both design and market perspectives [11][13] - The dual mentorship model allowed students to learn from both theoretical and practical dimensions, enhancing their learning experience [11][14] Group 5: Future Implications - The successful co-creation classroom exemplifies the powerful role of industry-education integration in connecting education, talent, and industry [17] - Licheng Foods aims to continue fostering industry-education collaboration, transforming student creativity into market-leading product innovations and communication strategies [17]