Group 1 - The Qingdao Beer Museum, located at the birthplace of Qingdao Beer, has received over 15 million visitors since its opening in 2003, with projections of over 1.8 million visitors in 2024, indicating a significant growth in visitor numbers [1] - The average age of visitors to the museum has decreased from 33 to 27, highlighting a notable increase in the younger consumer demographic [1] - The museum features a rich collection of historical exhibits, including the earliest product film advertisement from 1947, showcasing the early marketing efforts of the Chinese beer industry [1] Group 2 - The museum has adopted an immersive experience model, incorporating elements such as a 4D cinema, drunken house, and holographic projections, along with a live-action experience called "Awakening of the Brewer," which combines escape room and immersive theater elements [1] - In terms of cultural and creative products, the museum has successfully integrated beer with various lifestyle products, offering items like beer yeast bread, beer ice cream, and beer-flavored snacks, as well as merchandise such as fridge magnets and charging banks [2] - The management aims to position Qingdao Beer as a part of young people's trendy lifestyle, transforming beer into an art form and a component of aesthetic living [2]

Core Viewpoint - The 2025 Ningxiang "YEAH—Summer" Passion Consumption Season and the Third Qingdao Beer Carnival have successfully ignited summer consumer enthusiasm through a vibrant blend of cultural, culinary, and entertainment experiences [5][31]. Group 1: Event Overview - The event took place from July 31 to August 4 at Wuyue Plaza, featuring a variety of activities aimed at promoting local tourism and consumption [5][7]. - The carnival included four main highlights: cultural tourism flash mob, gourmet food and beer area, intangible cultural heritage camp, and a themed stage with diverse performances [7][31]. Group 2: Cultural and Culinary Highlights - The cultural tourism flash mob showcased local attractions like Qingdao Beer and Tanhe Ancient City, engaging the audience with lively performances and interactions [9]. - The gourmet food and beer area offered over twenty varieties of Qingdao beer alongside local delicacies such as Ningxiang Orchid Dried, Absolute Flavor Duck Neck, and other regional specialties [17][19]. - The intangible cultural heritage camp featured traditional crafts and local flavors, allowing attendees to experience hands-on activities like sugar painting and traditional herbal tea making [25]. Group 3: Entertainment and Promotions - The themed stage hosted a series of performances, including a grand opening show and various themed nights, ensuring a dynamic entertainment experience throughout the event [27][31]. - Promotional strategies included discounts and special tickets for attractions, enhancing the appeal of the event and encouraging consumer participation [31].