Core Insights - A new beverage called "Jianshouqing Cola," priced at 9.9 yuan, gained unexpected popularity during the Torch Festival in Yunnan, selling over 7,000 bottles in just five days despite a price increase to around 19 yuan online [1][2] - The product combines local wild mushroom "Jianshouqing" with popular drink elements, sparking a trend of unique flavor experiences in the beverage market [1][3] - The company behind "Jianshouqing Cola" is a digital technology firm, not a traditional food enterprise, and plans to expand its product line with various flavored sparkling waters [3] Market Trends - The beverage industry is entering a new era of product innovation, with an expected launch of 40,000 new food products in 2024, contributing to 20% of sales [6] - Consumers, particularly Gen Z, are increasingly looking for diverse factors when choosing beverages, including packaging, marketing appeal, and unique flavor experiences [6] Consumer Behavior - Social media engagement around "Jianshouqing" has reached over 2 billion views, indicating a strong consumer interest in the unique flavor profile that combines both appeal and risk [5] - Many consumers are purchasing these products out of curiosity rather than a long-term commitment to the flavor, posing a challenge for sustained market success [7] Product Safety and Quality - Despite claims of safety in the production process, concerns remain regarding the potential toxicity of "Jianshouqing," which could lead to serious health risks if not handled properly [6][7] - The long-term viability of these novelty products will depend on their ability to balance unique flavors with consumer safety and acceptance [7]