转自：新华财经 近日，一场跨越时空的熊猫文化盛宴——2025熊猫嘉年华晚会在成都拉开帷幕并通过新华社十余个官方平台播出。作为2025全球熊猫伙伴大会的首创环节， 这场晚会以"共护熊猫家园、共建美丽世界、共享开放机遇"为主题，打造出一场融合科技与艺术、生态与人文的视听盛宴。 在这场由新华社品牌工作办公室、中国经济信息社主办的晚会中，蒙牛集团旗下婴幼儿奶粉品牌瑞哺恩带来了令人惊喜的"新成员"：全新国宝IP形象"瑞 瑞"和"恩恩"。 蒙牛瑞哺恩国宝IP"瑞瑞""恩恩" 科技赋能，熊猫嘉年华的破圈传播 2025熊猫嘉年华晚会不仅是一场文化展演，更成为主流媒体融合传播的创新范本。晚会依托新华社多平台传播矩阵协同发力，以精准布局与多元玩法推动国 宝IP全域扩散。 在传播策略上，整合新华社核心端口、社交平台重点账号及垂直领域传播载体，形成全方位、多层次的传播网络。针对不同平台的用户特征，晚会内容团队 分别侧重输出晚会完整内容、视觉亮点片段、情感共鸣内容等核心素材。 从传播成效来看，晚会相关内容在全平台收获海量关注。各端口播放、浏览数据表现优异，用户互动热情高涨，点赞、评论、转发量持续攀升，形成了浓厚 的传播氛围。 晚会内容 ...

Core Insights - The "2025 Panda Carnival Gala" showcased the new national treasure IP characters "Rui Rui" and "En En" from Mengniu's infant formula brand Rui Bu En, emphasizing the brand's commitment to "guarding national treasures" and "protecting Chinese babies" [1][2][4] Brand and Product Development - The new IP design was led by Liu Pingyun, a prominent designer known for capturing contemporary emotions through visual art, linking national sentiment with family warmth [2][3] - The design elements of "En En" and "Rui Rui" reflect the brand's nurturing philosophy, with "En En" symbolizing gentle care and "Rui Rui" representing scientific protection for growth [3][4] Social Responsibility and Community Engagement - Since 2020, Rui Bu En has been involved in a public welfare project supporting the protection of giant pandas, demonstrating the brand's social responsibility [7] - The collaboration with the China Giant Panda Protection and Research Center highlights the importance of community support in wildlife conservation efforts [7] Research and Innovation - Rui Bu En has made significant advancements in research, including the development of the innovative ingredient "Mother Source MLCT," which enhances infant formula [8][10] - The brand has become the first domestic dairy brand to achieve self-research and production of HMOs, addressing key raw material challenges and gaining FDA certification [8][10] Future Outlook - Rui Bu En aims to continue its commitment to "national treasure-level protection" through ongoing research and innovation, enhancing the health and growth of Chinese babies [10]

Core Viewpoint - The 2025 Panda Carnival Gala, featuring the new IP characters "Rui Rui" and "En En" from Mengniu's infant formula brand Ruibaoen, emphasizes the brand's commitment to protecting both the national treasure of pandas and the health of Chinese babies [1][2][5]. Group 1: Brand and Cultural Integration - The 2025 Panda Carnival Gala is a key event of the Global Panda Partners Conference, showcasing the unique charm of pandas in international exchanges and promoting local cultural tourism integration [2]. - Mengniu Ruibaoen's sponsorship aligns with its core brand philosophy of "national treasure-level protection," resonating with the symbolic significance of pandas as China's national treasure [2][5]. - The brand has initiated the "Protecting Panda Mother and Baby Rui Rui & En En" public welfare project since 2020, adopting two giant pandas and continuously donating to the China Panda Protection Research Center [2][3]. Group 2: Research and Innovation - Ruibaoen has established a strong foundation in research, focusing on breast milk studies and lipid innovation, and has introduced the globally first patented formula with "Mother Source MLCT" [5][6]. - The brand has also innovatively applied Sn-2 DHA and Sn-2 ARA in infant formula, launching the world's first "double Sn-2" infant formula product to enhance both brain and body nutrition [5]. - Ruibaoen is the first domestic dairy brand to achieve self-research and production of HMOs, breaking through core raw material challenges and gaining FDA certification [5][6]. Group 3: Social Responsibility and Public Engagement - The brand's efforts in panda protection and family health reflect its commitment to social responsibility, aiming to ensure healthy growth for Chinese babies [5][7]. - Ruibaoen's collaboration with the Panda Carnival and participation in various cultural and scientific activities enhance public awareness of animal and ecological protection [6]. - The brand's initiatives contribute to a comprehensive "protection system" that integrates technology, culture, product innovation, and ESG governance [6].