Core Viewpoint - The article discusses the rising trend of incorporating mushrooms into tea beverages, highlighting how brands are moving from aesthetic appeal to genuine flavor integration, thus creating unique and differentiated products in the competitive tea drink market [4][19]. Group 1: Product Innovation - The introduction of "Mushroom" elements in tea drinks is not limited to one brand; it reflects a broader trend where various brands are experimenting with real mushrooms in their products [7][19]. - The product "米其牛肝菌喜拉朵" by Heytea combines unique ingredients like porcini mushroom white sauce and Yunnan Pu'er tea, showcasing a successful blend of flavors that has garnered positive consumer feedback [4][19]. - Other brands, such as "吉茶阿布" and "四叶咖," have also introduced mushroom-infused products, demonstrating a shift from mere visual appeal to authentic flavor experiences [10][12][14]. Group 2: Consumer Demand - Consumers are willing to pay for mushroom-infused tea drinks due to the perceived value of the ingredients, which are often considered "mountain delicacies" and resonate with both local and external consumers [19][21]. - The health benefits associated with mushrooms, such as those found in lion's mane and reishi, align with modern consumer preferences for healthier beverage options [21][23]. - The trend indicates a growing consumer interest in unique, valuable, and personalized drink experiences, moving away from generic offerings [23]. Group 3: Industry Trends - The tea drink industry is experiencing a shift back to product-centric innovation, as brands seek to differentiate themselves in a saturated market [21][23]. - The incorporation of unexpected ingredients like mushrooms, edamame, and even liquor into tea drinks reflects a broader trend of creativity and experimentation within the industry [23]. - This movement suggests that the industry is gradually returning to its roots of focusing on quality and authenticity in product development, rather than solely chasing trends and marketing gimmicks [23].

"见手青味优酸乳"上市4天即售罄，从乳品到可乐、精酿啤酒，再到冰淇淋，商家纷纷抢滩"见手青"这 一猎奇赛道，甚至衍生出"无毒版"人工培育品种。一边是消费者尝鲜打卡的狂欢，一边是安全争议与产 业创新的博弈。在云南文旅热的助推下，"云菌"正从地域特色升级为全国性风味IP--2024年云南食用菌 产值已突破472亿元，依托政策精准护航与科技硬核支撑，云南食用菌产业正加速"破土成金"。 "见手青+"产品网络走红 在社交平台上，不少消费者把镜头对准了见手青。有人记录下用刀切开它的瞬间，切面瞬间变成青蓝 色；也有人不慎中毒，在视频中摇头晃脑喃喃自语，场面一度非常滑稽……事实上，见手青是对一类野 生菌的统称，指在受到挤压、切割或撕裂后，会呈现出独特的靛青色的菌类，其中比较知名的品种有红 葱牛肝菌、紫葱牛肝菌等。因为见手青含有致幻成分，如若处理不当，很容易中毒并产生幻觉。 近年来，味道鲜美兼具毒性风险的见手青，因网上流传有网友误食出现"见小人"的致幻症状而热度攀 升。社交平台数据显示，"见手青"相关话题累计浏览量已突破2亿次，视频播放量更是高达28亿次，全 网热议不断。 不过，总有商家更具挑战精神，把见手青加到了食品饮料里。 ...

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]

Core Insights - The popularity of "Jianshouqing" mushroom products, particularly the "Jianshouqing Mibu Ice Cream," is driving new consumer trends and creating innovative food products in Yunnan [1][4][5] - Yunnan province is home to approximately 900 species of wild edible mushrooms, accounting for 91% of China's mushroom varieties, which are highly sought after for their unique flavors [1][3] - The introduction of safe, cultivated varieties of Jianshouqing, such as "Zhongjun Huang Jianshouqing No. 1," marks a significant advancement in the industry, allowing for year-round supply and expanding market opportunities [4] Industry Trends - The emergence of new professions related to wild mushrooms, including mushroom guides and live-streaming sellers, reflects the growing consumer interest and market potential [3] - Innovative products like "Magic Mushroom Cola," which combines Jianshouqing with carbonated drinks, demonstrate the fusion of traditional ingredients with modern consumer preferences [4] - The use of technology, such as virtual reality, enhances consumer engagement and marketing strategies, showcasing the intersection of culture, innovation, and social media in promoting traditional foods [4]