Core Insights - The fast-moving consumer goods (FMCG) industry, particularly the instant noodle segment, is at a critical transformation point, with growth entering a plateau phase and cultural consumption trends providing new momentum [2][3] - Traditional functional appeals of instant noodles are losing traction among younger consumers, while interest in traditional culture is rising, with 85.2% of consumers showing increased interest in traditional culture [2] - The integration of regional cultural elements into products, such as the surge in sales of culturally infused flavors like snail noodles, indicates a shift towards cultural resonance in consumer preferences [2] Group 1: Marketing Revolution - The ultimate battleground for marketing is in cultural recognition rather than mere product placement, necessitating a shift from one-way information dissemination to two-way co-creation of meaning [4] - Brands must transition from being "advertisers" to "content co-creators," from providing "product functionality" to delivering "cultural recognition," and from "one-time transactions" to building "emotional assets" [4][6] - The collaboration between brands and cultural narratives, such as the partnership between Kang Shifu and the popular IP "Tang Chao Gui Shi Lu," exemplifies how cultural foundations can enhance brand positioning [4][6] Group 2: Cultural Integration - Kang Shifu's collaboration with "Tang Chao Gui Shi Lu" innovatively integrates products into the narrative, making them key elements of the story rather than mere background props [7][10] - The use of AI technology to create customized content for characters enhances viewer engagement, transforming product exposure into a meaningful brand experience [10][12] - Over 60% of consumers are willing to pay a premium for products that offer cultural resonance, indicating a significant shift in consumer expectations [12][14] Group 3: Experience Creation - Kang Shifu's marketing strategy moves beyond passive demand fulfillment to actively creating new consumer experiences through cultural resonance and engagement [27][30] - The brand's initiatives, such as the "Chasing Drama Calendar" and the immersive "Kang Shifu Noodle Shop" experience, exemplify how to create a tangible connection between cultural narratives and consumer behavior [29][30] - By redefining itself as an essential component of the cultural experience, Kang Shifu establishes a competitive edge in the market [33] Group 4: Future Implications - The case of Kang Shifu and "Tang Chao Gui Shi Lu" illustrates that the most effective brand communication occurs when consumers are fully engaged in meaningful cultural experiences [35] - The integration of traditional culture into modern marketing strategies not only meets the demand for cultural recognition among younger consumers but also revitalizes traditional culinary heritage [35][36] - The future of competition will hinge on cultural interpretation, content co-creation, and the ability to define consumer experiences, marking a shift in the rules of engagement in the market [36]