Core Insights - The collaboration between Kongke and the popular Chinese animation "Tian Guan Ci Fu" has successfully integrated the emotional core of the IP with the brand's essence, launching a themed instant noodle product that resonates with fans [1][10] - This partnership exemplifies a new model of cross-industry collaboration, merging the instant noodle category with the animation IP, thereby enhancing brand visibility and consumer engagement [1][10] Emotional Resonance - The collaboration targets Generation Z by addressing their emotional needs, with the theme "Tian Guan Ci Fu" appealing directly to the core fanbase [3] - The product line features four flavors that reflect seasonal themes, creating an immersive experience that connects fans with the IP through taste and visual design [3][10] - The partnership transforms instant noodles from a convenient food item into an emotional connection with the animation characters, fostering a sense of community among fans [3][10] Immersive Experience - Kongke has developed creative merchandise that enhances the product's collectible value and interaction, such as temperature-sensitive postcards that reveal hidden images during preparation [4] - The design of dining accessories incorporates the collaboration theme, allowing fans to feel connected to the IP during their meals [4] Comprehensive Reach - A multi-channel marketing strategy has been implemented, focusing on platforms popular with Generation Z, achieving over 45 million exposures through online content [6][8] - Offline marketing efforts include immersive advertising in key locations and pop-up events at major universities, integrating the product into the daily lives of young consumers [9][10] Data-Driven Impact - The collaboration led to significant market performance, with the "De Yuan Man Li He" gift box selling out within 48 hours and achieving top rankings in the Tmall instant food category [8] - The campaign generated over 1 billion total exposures, indicating effective outreach to both core and broader audiences [8] Strategic Insights - The success of this collaboration stems from a deep understanding of Generation Z's emotional needs and the innovative extraction of IP value [10] - Kongke's approach redefines the value boundaries of the instant noodle category, positioning it as an emotional consumer product rather than merely functional [10]