Core Viewpoint - The controversy surrounding pre-made dishes has brought the marketing consulting firm Hua Yu Hua into the spotlight, with notable figures like Luo Yonghao publicly criticizing the firm and its client, Xibei [1][3]. Company Overview - Hua Yu Hua has been collaborating with Xibei since 2013, earning over 60 million yuan in consulting fees over the past decade [1][10]. - The firm has worked with various clients across different sectors, including internet, catering, tea, and condiments, with notable brands such as Haidilao, Huailaishi, and Mijue Ice City [1][8]. Financial Details - The consulting fees from Xibei to Hua Yu Hua from 2017 to 2019 were 4.8 million yuan, 3.6 million yuan, and 4.2 million yuan respectively [10]. - Hua Yu Hua's fees are considered "very high" in the industry, with the founder expressing a goal of earning 100 million yuan in the next decade [10]. Marketing Strategies - Hua Yu Hua has been credited with creating significant brand assets for Xibei, including the "I♥Yao" symbol and the slogan "Order with your eyes closed, everything is delicious!" [6][10]. - The firm has a unique service model, providing comprehensive marketing consulting rather than individual project services, and does not participate in bidding or competitive pitches [8][10]. Controversies and Criticisms - Despite several successful campaigns, Hua Yu Hua has faced criticism for some controversial marketing strategies, including a violation of advertising laws that led to fines [1][10]. - Industry insiders have pointed out that Xibei's frequent changes in brand positioning may reflect poorly on Hua Yu Hua's effectiveness [1].

Group 1 - The core concept of the article is the emergence of "Creative Maximalism," a new creative language that reflects the cultural characteristics and content preferences of Generation Z, reshaping global pop culture [3][5][18] - Generation Z has shifted their attention from traditional media to online content creation, spending 26% less time on TV and movies while dedicating 54% more time to social platforms and user-generated content [5][6] - 66% of young people aged 14-24 believe their peers significantly influence online trends, compared to only 49% of adults aged 25-49, indicating a strong sense of cultural confidence and influence among Generation Z [5][6] Group 2 - Creative Maximalism is characterized by four core features: audiovisual complexity, content co-creation, meme fluidity, and global cultural integration [7][18] - The audiovisual complexity of Creative Maximalism contrasts with traditional media, as Generation Z is accustomed to fast-paced, information-rich content from video games and short videos [8][9] - Content co-creation is a hallmark of Creative Maximalism, where audiences actively participate in expanding narratives through fan creations, as seen in projects like "EPIC: The Musical" [11][18] Group 3 - The trend of Creative Maximalism presents implications for brands and industries, as the proliferation of AI tools lowers the barriers to content creation, increasing the quantity and influence of such content [18][19] - Brands are encouraged to embrace digital-native contexts and understand the cultural nuances of Generation Z to effectively engage with them [19][20] - Encouraging user-generated content and relinquishing control over brand image can transform users into brand advocates, as demonstrated by successful campaigns like the "Mi Xue Bing Cheng" theme song [23][24] Group 4 - The article emphasizes that embracing imperfection and prioritizing "internet feel" over polished quality resonates more with Generation Z, who value authenticity in content [25][27] - The chaotic nature of Creative Maximalism reflects Generation Z's desire for participation and self-expression, with AI acting as a catalyst for this transformation [27]