According to IMARC Group, the global dairy market is projected to grow at a compound annual growth rate of 4.95% from 2024 to 2032. However, market trends vary significantly across countries. For instance, milk production capacity is declining in the U.S., Japan, and Australia, pushing these markets to shift towards high-value-added products and optimized solutions with higher fat content. Meanwhile, China's milk production capacity continues to grow steadily but faces the challenge of an overall slowdown in dairy market growth.

In addition, the differences in dairy consumption structures across countries provide valuable insights for the industry. For example, the Netherlands and the U.S. have a cheese-centric consumption pattern, while the Turkish market favors yogurt. These differences reflect the unique consumer habits and changing trends in each market, offering companies strategic guidance for adjustments.

At FBIF2025, industry experts will comprehensively analyze global dairy trends, exploring new growth opportunities from an international perspective to help companies navigate future development directions in a changing market.

From necessity to nutrition, the premiumization battle in the dairy industry heats up. Premiumization has become a core strategy for nearly all dairy companies. A representative example is Yili Satine Pasteurized Fresh Milk, which saw revenue grow nearly 60% year-over-year in the first half of 2024, contributing to Yili's steady growth. As consumers increasingly seek better quality and value, how can dairy companies address the challenge of enhancing quality-price ratios? Let's explore pathways to breakthrough through product positioning, innovative value, and product portfolio strategies.

Grass-fed milk, A2 β-casein, lactose-free products, probiotic enhancement, natural ingredients, targeted nutrition... dairy innovations are emerging one after another. Recently, concepts like plant-based hybrid milk, single-farm milk, and high-protein snack milk have risen swiftly to meet consumer demands for health, diversity, and sustainability. Over the years, what milk consumption concepts have truly inspired consumers to buy? How can dairy companies avoid falling into the ordinary and, by leveraging their unique strengths, identify that precise concept that resonates with their target audience?

Lactalis manages over 350 brands, evolving from a small cheese shop in western France into a global dairy giant with an annual revenue of $30.2 billion. Yili continues to expand its multi-brand portfolio, with brands like Satine and Ambrosial achieving revenue of 20 billion yuan. In managing a diverse brand matrix, how do these leading companies coordinate the positioning and development of each brand to maintain their competitive edge? In multi-brand operations, how can dairy companies achieve resource sharing, risk diversification, and ensure the distinctiveness and market vitality of each sub-brand? Let's draw insights from these dairy groups to understand the strategic wisdom behind brand portfolio management.

The health benefits of yogurt are widely recognized, but focusing on "deliciousness" and exploring flavor innovation may represent an underdeveloped business avenue. Mengniu's high-end, taste-focused brand, YO!FINE DIARY, has shown sustained high growth, with a 125% year-on-year increase in sales in the first half of 2024. Its Forest Avocado series consistently ranks as the top yogurt on major platforms.YO!FINE DIARY pushes boundaries by blending inspirations from new tea drinks into smooth yogurt, precisely targeting the taste-driven segment. For increasingly discerning consumers, this "breakthrough" approach not only redefines yogurt but also opens a new window for differentiated brand competition.

From AD Calcium Milk, Want Want Milk, and Liziyuan to Haihe Cocoa Milk, and now Freshippo's taro fresh milk and osmanthus rice wine milk, the temperature has changed, and flavors have become more complex, illustrating the concept that "each generation has its own signature flavored milk." Although flavored milk was once underestimated due to a sluggish market, it is now making a strong comeback in the form of pasteurized offerings. If you browse the pasteurized shelves in stores, you'll be pleasantly surprised to find a blend of nostalgic flavors and trendy new tastes, providing consumers with a refreshing experience. How can flavored milk leverage the pasteurized market to regain vitality? This isn't just a test of brand innovation; it's a signal of emerging market trends.

The domestic yogurt industry has a high level of market concentration, with the CR10 share exceeding 80%. Flavor enhancement has become a key for companies to stand out in this fiercely competitive industry. Agrana's Delicious Indulgence' product line is a star series in yogurt flavor ingredients. One out of every three fruit yogurts globally contains fruit sourced from Agrana. Each year, Agrana provides over 1,000 innovative fruit solutions to global customers. For example, it is the driving force behind the fruit ingredients of Chobani, the largest yogurt brand in the U.S. Agrana creates a sensory feast for consumers, combining taste and visual appeal. Its products are even considered 'social media essentials,' offering fun and shareable eating experiences that strengthen the emotional connection between consumers and brands. With numerous brands and products inspired by 'Delicious Indulgence' globally, let's explore innovative inspirations in the dairy industry with Agrana and unlock new possibilities for yogurt innovation.

BOCOM International predicts that the compound annual growth rate (CAGR) of pasteurized fresh milk will reach 12% from 2022 to 2027. However, despite strong market growth, pasteurized milk brands must approach this carefully. Due to the limitations of cold chain logistics and shelf space at retail endpoints, a nationwide expansion for pasteurized milk faces practical challenges. For most dairy companies, establishing a strong local presence is a crucial step toward national growth. For example, New Hope Dairy's mid-2024 financial report shows that its pasteurized milk business contributed the majority of profits, with net profit up 25.26% year-on-year. After the success of its "24-hour" fresh organic milk in Chengdu, the company has expanded this model to East China. How is New Hope leveraging freshness upgrades and localized operations to create a differentiated advantage?

At Sam's Club, fresh milk has become one of consumers' favorite categories, with the Yoplait x Sam's Club collaboration fresh milk selling exceptionally well; Freshippo x New Hope "Daily Fresh" milk ranks as the top repeat purchase item in the fresh milk category on the Freshippo app; and the Meituan Xiaoxiang Supermarket x Mengniu custom fresh milk also consistently holds a top spot on the list. Dairy companies and distribution channels are not competitors but allies who can achieve mutual success. Amidst the wave of consumption downgrades, the "dairy company + channel" model equates to "high cost-effectiveness," with a dual advantage of taste and quality that appeals to consumers. Is the co-creation of customized dairy products by dairy companies and channels a long-term strategy? What frictions and challenges might arise in the future?

Founded in 1917, Japan's Morinaga Milk, has nearly a century of expertise in yogurt production and over eighty years of research in probiotics, has mastered several probiotic technologies. Their stated ultimate goal is to make "Bifidobacteria = Morinaga." In 2019, Morinaga launched the "Triple Yogurt," designed to lower blood pressure, blood sugar, and triglycerides, pushing functional yogurt to a new level. According to Morinaga's official website, within ten months of its release, the Triple Yogurt sold 40 million bottles. By 2023, Morinaga's yogurt sales exceeded 50 billion yen. How has this century-old company leveraged technological innovation and product advantages to continuously lead the market?

Each bottle of Yakult contains at least 10 billion unique active lactic acid bacteria, generating an annual revenue of 6.5 billion RMB in the Chinese market. In addition, other dairy companies are developing their own strains, such as Junlebao's Lactobacillus paracasei N1115 and Lactobacillus plantarum N3117, New Hope's GRX10 probiotics, and Yili's Bifidobacterium lactis BL-99 and Lactobacillus paracasei K56. As consumer health awareness grows, probiotic products are emerging rapidly, prompting dairy companies to accelerate their strain development efforts. However, moving from successful strain development to practical application faces challenges such as technical hurdles, cost control, and regulatory compliance.

This topic will delve into the key questions: What are the bottlenecks in strain development? What pain points exist in scaling from lab research to mass production? Can consumers' understanding of probiotic functions support the launch of more innovative products? We will invite industry experts to share the latest practices and trends, providing insights to help dairy companies explore the future direction of the probiotic market.

The concept of "lactose-free" and "low-lactose" milk has been around for a long time. As the premiumization of liquid milk accelerates, high-end milk products that address the "lactose intolerance" issue among Chinese consumers have gained significant attention. In recent years, the concept of "zero lactose" has seen a resurgence in popularity. On its launch day, Junlebao's Yuexianhuo zero-lactose milk achieved over 10 million RMB in sales.

The concept is evolving, and applications are expanding. From lactose-free milk to lactose-free milk coffee, and even cheese and ice cream made from lactose-free milk, the trend has reached Chinese consumers. This shift is driving the dairy industry to advance "zero-lactose" innovation towards a "Plus" version. Today, single-function milk products often struggle to stand out—could "zero lactose+" be the next big opportunity?

According to data from Euromonitor, China's adult milk powder market is expected to reach 24.32 billion RMB by 2025. Currently, the market is dominated by products specifically targeting middle-aged, elderly, and female consumers, but milk powder aimed at meeting the health needs of working adults remains scarce. In a lifestyle marked by prolonged sitting, high stress, and weakened immunity, young people might need functional milk powder even more than the elderly.

To address this market gap, a2 has launched Zidundun milk powder, tailored specifically for urban consumers. What strategic thinking is behind this move? Will a2 continue to focus on this niche market? In this promising sector, what challenges and opportunities remain to be explored?

The global functional yogurt market has surpassed 100 billion RMB, with 80% of Chinese consumers being drawn to "high-protein" or "healthy" labels when purchasing yogurt. While probiotic yogurt "blockbusters" have taken Chinese streets by storm, the category still faces some challenges, such as limited functionality. FrieslandCampina Ingredients is now offering Chinese yogurt brands more options for differentiated innovation with its multidimensional combination of "high protein, prebiotics, and DHA."

NutriWhey™ ProHeat, a heat-stable microparticulated whey protein, addresses the challenges of incorporating whey protein into liquid applications. It helps yogurt brands maximize the nutritional benefits of whey protein while creating innovative yogurt products with exceptional texture and sensory appeal. The dairy-derived prebiotic Biotis® GOS (galactooligosaccharides) boasts excellent heat and acid stability, a clean and mildly sweet taste, and positive effects on consumers' gut health. Additionally, the integration of microencapsulated DHA into dairy products preserves the brain-health-promoting active ingredients while avoiding any unpleasant taste or odor.

Let us look forward to how FrieslandCampina Ingredients, through insight and innovation, will help brands reshape the future of the yogurt market.

According to data from Global Market Insights, the yeast market is expected to reach 98.1 billion USD by 2032. As a non-animal alternative protein, yeast protein outperforms most plant proteins with a protein utilization rate of 96% and a high protein content of 80%. Yeast protein has now entered the Chinese consumer market, with Angel Nutritech being the first to use Angel Yeast's premium protein in its yeast protein powder.

As consumer demand for high-protein products continues to grow, the potential for yeast protein in high-protein dairy applications is also highly anticipated. Could it become a powerful asset for dairy companies seeking differentiated innovation? In the future, how will the innovative applications of this emerging protein drive the dairy market to new heights? Let's explore the answers together!

Used to drinking regular cow's milk? Why not try something a bit more unique? Buffalo milk, yak milk, camel milk, mare's milk, goat milk, and donkey milk… each has its own distinctive flavor. Your next favorite drink might just be one of these "alternative" milk products! Are you ready to embark on this journey of exploring niche milk products?

Niche products are often a source of joy for a select group. In the dairy world, beyond the mainstream cow's milk, several niche milk varieties are gradually gaining popularity and establishing a stable market presence.

Alongside tasting these unique options, we will invite leading companies in the niche milk sector to delve into the two most promising niche stars: goat milk and buffalo milk:

How did they manage to stand out in the competitive milk market?

What further innovations can be made with goat milk and buffalo milk?

What challenges will they need to address in the future, and how can they expand their target audience and consumption scenarios to become a potential category that more brands are eager to invest in?

According to the Global Wellness Institute, the global wellness industry reached a valuation of $4.5 trillion in 2022, with projections to reach $7 trillion by 2027. The global mental wellness market, meanwhile, will generate $20.09 billion in revenue in 2023, with an average growth rate expected to exceed 25%. Against this backdrop of a flourishing "new healing economy", young consumers are increasingly focused on self-reflection and self-care as key pursuits. For instance, the beverage brand Dydo leverages this trend by periodically partnering with functional health brands to co-develop targeted functional beverages designed for specific demographics. These products address needs such as fat reduction, sleep enhancement, and energy boosting. This discussion will delve into market data and global case studies to examine how beverage brands can transition from emphasizing health benefits to cultivating emotional connections, ultimately crafting products that provide young consumers with both mental satisfaction and a sense of well-being.

This topic focuses on brands like Danone Mizone, Vita and Pepsi. Research indicates that 72% of young consumers are more inclined to pay for "experiential occasions", with 64% citing emotional resonance as a key reason for repeat purchases. Building consumers' psychological motivation for consumption has become essential for brand success. Mizone has leveraged music festivals to create the role of a "vibe guardian", becoming the go-to for energy at social gatherings; Vitasoy collaborates with travel platforms to reinforce the convenience of "anytime, anywhere" outdoor consumption; Pepsi, meanwhile, partners with social platforms to blend online and offline experiences, adding new life to foodservice channels. How can brands harness emotional triggers and unique scenarios to become young consumers' "mindful allies"? This discussion will dive into how beverage brands can drive emotional connections through differentiated occasion-based marketing and seamless all-scenario experiences.

This discussion is reserved for Ito En and Suntory. 

According to data from Frost & Sullivan, the unsweetened tea market doubled in size in 2023, achieving an impressive growth rate of 110%. This far surpasses the overall beverage industry's growth of 6% and the RTD tea category's 19%. In April-May 2024, sales of unsweetened RTD tea rose by 14.26% year-over-year, with market share climbing by 26.17%, outperforming other segments by over 10% in sales growth. As the "Battle of the Teas" unfolds, can the unsweetened tea market continue to captivate consumers with its "fresh appeal"? Japan's early development of the unsweetened tea market offers invaluable lessons for China. As pioneers in the sector, Ito En and Suntory introduced the world's first canned oolong tea and green tea in the 1980s, addressing challenges such as sediment and impurities through technological innovation, and driving an evolution in tea consumption habits. Today, Ito En holds a 30.5% share of Japan's green tea beverage market, while Suntory commands a 39.5% share in oolong tea, both securing leading positions within the industry. This discussion seeks to provide brands with an in-depth understanding of the evolution of Japan's unsweetened tea market and offer insights into Ito En and Suntory's approaches to differentiated innovation, to inspire the development of China's unsweetened tea segment. 

Discussion Points:

1/Overview of Japan's Unsweetened Tea Market: How did Japan enter the era of unsweetened tea and cultivate RTD unsweetened tea consumption habits?

2/Differentiated Innovation: How have Ito En and Suntory leveraged technological advancements to lay the foundation for tea-based beverages and drive market growth?

3/Successful Case Studies: Which innovative products from Ito En and Suntory in the Chinese market serve as valuable models for local brands?

With Annual Revenue Up 400% Year-on-Year, How Has Sanzo Reversed the Carbonated Beverage Market’s Deceleration?

In 2024, the $30.94 billion market size and 16.53% CAGR of cactus-based beverages highlight their remarkable growth not only as a flavor trend but also as a flagship of functional health beverages. As a result, the topic of cactus beverages will be relaunched at FBIF 2025 with a fresh perspective after being canceled last year. We will delve into how cactus flavors are becoming a powerful tool for innovation in the beverage industry, uncovering the secrets behind their rapid expansion. Despite its relatively subtle aroma, color, and taste, how has cactus managed to capture market share through its unique health benefits and functional attributes?

The topic is reserved for researchers in plant-related studies such as those in the Spice and Beverage Research Institute of the Chinese Academy of Tropical Agricultural Sciences. According to Ma Shang Ying data, during the period from March to September 2024, the year-on-year growth rate of plant-based beverages' sales has always been maintained at around 20%, and reached a peak of 42% in August. Plant-based beverages may be the next sugar-free tea. However, compared with "sugar-free tea", the market share of plant-based beverages is only one-third of it, and the blue ocean market still exists. This topic aims to start from plant research and use scientific power to interpret the flavor secrets behind each plant. From component analysis to flavor extraction, rethink the innovative application and development of plant-based beverages with stronger "natural" attributes and "efficacy" in beverages in the face of future consumer demands.

This topic is reserved for Woongjin. As one of South Korea's top three beverage companies, Woongjin quickly rose to prominence with its classic barley tea, capturing 80% of South Korea's market share. Building on this success, Woongjin introduced a series of plant-based beverages, including Hovenia dulcis, cassia seeds, and brown rice drinks, which were later brought to China by Uni-President. In 2017, Woongjin reported sales of KRW 222.5 billion (approximately RMB 1.363 billion) and an operating profit of KRW 14.2 billion (approximately RMB 87 million). Woongjin's plant-based drinks have left a lasting impression on consumers, establishing the brand as a formidable player in the plant-based beverage sector.

According to the Zhouli Tianguan, ancient China had designated "Beverage Masters" responsible for crafting beverages like the six winter brews and six summer infusions. In the Ming dynasty, classic texts like Agricultural Administration defined "thirst-quenching water" as "beverages", while during the Sui and Tang dynasties, these drinks were called "yinzi". Over 100 traditional medicinal tea recipes for summer heat relief are recorded in ancient Chinese texts—for example, Yinshan Zhengyao describes a "Litchi Syrup Water" that could relieve thirst, and Widely Manual of Aromatic Plants mentions a method for creating thirst-quenching water by pressing lemon juice and boiling it with sugar. The Supplement to the Compendium of Materia Medica mentions that Emperor Renzong of the Song Dynasty instructed the Hanlin Academy to hold a beverage competition, which crowned "Perilla Infusion" as the top drink. Additionally, Tales of WuLin records that people in the Song Dynasty liked to drink "snow-soaked bean water" to cool down the summer.

The FBIF2025 Classics Revival Competition will invite leading ingredient companies to delve into ancient texts and draw inspiration from traditional "ancient drink" recipes. The challenge is to creatively craft a modern "ancient drink" with an innovative twist, offering brands a comprehensive ingredient solution for "plant-based drink" product development. Audience members will be able to taste these creations on-site and evaluate them across sensory dimensions, including flavor, color, and aroma, ultimately voting for their favorite "ancient drink". Join FBIF2025 Drink Talks to witness the revival of ancient flavors with a modern twist!

In 2024, the global flavored water market reached a value of $37.61 billion and is expected to grow to $60.39 billion by 2032. Although the adoption rate of flavored water in China has not yet surpassed that of regular bottled water, the "Water +" concept is gaining traction and evolving rapidly. Consumers are increasingly seeking more flavorful experiences while quenching their thirst, and flavored water adds value to drinking water by skillfully combining functionality with appealing formats, catering to both health and taste preferences. This discussion will conduct a comprehensive analysis of the "Water+" concept, examining how brands can strategically leverage precise market positioning to address consumers' evolving hydration demands.

In the international market, birch sap and maple sap have long been established as beverages, including brands like Ulan (Belarus), Dovgan (Germany), Sap! (Canada), and Treo (USA). In 2017, we explored the commercial potential of birch sap at FBIF. Today, the birch sap market in China is experiencing rapid growth, with annual sales surpassing 100 million RMB in the past year and achieving a nearly 600% year-on-year increase. For instance, brands like Jiahua are leveraging this remarkable growth momentum to lead the birch sap category. What lies ahead for birch sap in China? How can this successful model be replicated to expand market share effectively? This panel discussion will delve into the growth logic of birch sap from the perspectives of both domestic and international brands and suppliers, providing concrete strategic directions.

In the first quarter of 2024, juice sales in China increased by 20.8%, with spending by young consumers born in the 1990s on pure fruit and vegetable juices and functional beverages rising by 16%, significantly outpacing the overall market growth. The UK juice brand MOJU identified the “functionalization” trend as early as 2015, introducing the UK’s first full-fruit smoothie shots utilizing High Pressure Processing (HPP) technology to deliver precise, supplement-like doses to consumers. Established nine years ago, MOJU now holds a 62% share of the UK functional juice market, with 2023 revenue reaching €13.9 million, achieving the highest growth rate in the UK juice beverage sector. This discussion will provide Chinese beverage brands with insights into the UK juice market and share lessons from MOJU's brand journey as a reference for the "Fruit + Vegetable" functional blend category in China.

By 2033, the global children's food and beverage market is projected to exceed $253.3 billion, with an annual growth rate of 6.2%. Notably, China's market boasts a compound annual growth rate (CAGR) of 9.3%. Children's beverages are gradually emerging as an important growth driver in the beverage industry. Tim Tam Tummy's children's kombucha provides 3 billion live probiotics and daily vitamin C for kids. PLEZi Nutrition's fruit and vegetable juices enhance children's immunity and growth by incorporating added nutrients. True Citrus's True Lemon Kids series meets daily requirements for vitamins A, C, and E while featuring low sugar content and clean labels.

In this expansive blue ocean market, how can brands win consumer trust in the children's beverage sector through ingredient optimization and innovative formulations? This discussion will offer in-depth guidance for brands—from ingredient innovation and formula development to promotional strategies—to help them seize the first-mover advantage in the children's beverage market.

From a definitional standpoint, functional beverages refer to drinks that help regulate bodily functions by adjusting nutritional components and their content ratios. They include multiple subcategories such as energy drinks, vitamin drinks, mineral drinks, sports drinks, probiotic drinks, and immune-enhancing beverages. According to data from Precedence Research, from 2022 to 2030, the global functional beverage market size is expected to reach $129.3 billion, with a compound annual growth rate (CAGR) of 8.94%. The functional beverage market is transitioning from the dominance of energy and sports drinks to a focus on diverse needs such as gut health, beauty maintenance, weight management, sleep improvement, and fat reduction.

Facing fierce competition and diversified consumer demands, brands need not only to meet consumers' diverse expectations in taste and product categories but also to achieve breakthroughs in healthy ingredients and functional benefits. For example, VINA's functional soda centers on brain and gut health, helping to balance multiple neurotransmitters in the body. Mighty Pop, on the other hand, has launched a prebiotic soda in the United States, with each bottle containing 1 billion live bacteria. In the future, how to provide consumers with an ideal functional experience under diversified demands will become an important topic for brands.

For years, there has been speculation about how artificial intelligence (AI) could transform the way we live and innovate. Today, those speculations have become reality. HELL Energy has pioneered the launch of a truly tangible product fully developed under AI guidance—the new energy drink, HELL AI, which can be touched, felt, and even consumed. AI not only independently developed the complete recipe for HELL AI, but it also optimized the blend and even simulated “tasting” different variations to select the best option. As the world’s first AI-designed beverage, HELL AI is now available in the European market, becoming an integral part of consumers' daily lives.

As a leading energy drink brand available in over 60 countries, HELL Energy operates one of the most advanced smart factories, with an annual production capacity of 6 billion cans. By integrating AI technology, the company is driving innovation within the industry. But how does AI “taste”? And how does it predict consumer flavor preferences? Through the design of a complex algorithm, HELL Energy enables AI to precisely interpret global consumption trends, scientifically blend vitamins and functional ingredients, and craft flavor profiles that not only meet but exceed consumer expectations, redefining the boundaries of innovation within the beverage industry.

In the trillion snack market, consumers from various age groups, regions, and cultural backgrounds exhibit diverse needs. Gen Z favors novel and fun flavor experiences, office workers seek the emotional value snacks provide, and health-conscious consumers prefer high-nutrition, low-guilt products. Accurately targeting these niche markets has become the key for brands to break through growth bottlenecks.

- What's new in the 2025 snack market?

- What do consumers currently prefer? Which sub-category have the most potential?

- How can brands achieve differentiated innovation while managing costs?

Amid the rapid expansion of the functional food market, Chinese wellness snacks, with their unique "food therapy" benefits, are spearheading a new wave of upgrades in the snack industry. According to Leadleo, the scale of China's wellness snack industry is projected to reach 751.4 billion yuan by 2026. Riding this trend, wellness snacks that incorporate traditional Chinese medicinal ingredients like red dates, goji berries, and mulberries are becoming increasingly popular due to their convenience and health benefits.

How can brands leverage precise market insights, scientifically balanced nutrition, and a rich cultural heritage to transform wellness snacks from a niche category into a new mainstream consumer trend?

Data shows that 78% of respondents are willing to pay a premium for products labeled as "natural/all-natural." After switching to clean labels, companies saw an average revenue increase of 15%, a profit boost of 11%, and a price hike of 18%. A short ingredient list represents visible "health" for consumers. Leveraging the natural properties of raw ingredients is the key to striking the perfect balance between taste and health in snacks!

From ingredients to formulations, and from physical health to emotional well-being, snacks seem to be on a mission to redefine health. How can we shed the "high fat, high sugar, high calorie" labels and turn snacks into guilt-free indulgences for consumers? Let's explore the new trends in making snacks healthier!

"There isn't a single German who hasn't tasted Haribo!" As a national treasure of Germany, Haribo has been dedicated to gummy innovation since its founding in 1920. The introduction of the iconic Goldbear gummies in 1922 propelled the brand from a small-town factory to the global stage. Today, Haribo is sold in over 120 countries, earning its title as a true "candy ambassador."

With annual gummy sales reaching $3.3 billion, Haribo's key to success lies in "creating unique candies." From the classic bear shape to cola bottles, fruits, soccer balls, and even unicorns, Haribo continually introduces playful and creative products that cater to the tastes of consumers across different cultures and countries. Let's explore the colorful world of Haribo candies!

Have you ever imagined that customizing your nutrition could be as simple as building blocks? The UK brand Get-Nourished is doing just that with its patented 3D printing technology, stacking seven different functional ingredients into a single gummy. What's more, they allow consumers to customize these gummies based on their individual needs, creating a truly one-of-a-kind product.

(Image source: Nourished official website)

We all know sprouting potatoes can be toxic, but did you know sprouting nuts can unlock immense health benefits? During the sprouting process, enzymatic activity significantly enhances nutrient absorption while giving the nuts a unique, popcorn-like crunch. With its sprouted nut product line, Daily Crunch has become one of the fastest-growing food brands in the U.S., achieving an astounding 1547% revenue growth over the past three years! Let's dive into Daily Crunch and explore the limitless potential of sprouted nuts!

Baked goods have entered a dazzling era, where consumers seek not only a higher level of taste but also an elevated artistic experience. The rise of baking aesthetics is driven by an increasing appreciation for visual appeal, transforming baked creations into a sensory feast for both the eyes and the palate. This shift influences product design concepts, offering brands new creative directions that emphasize the fusion of innovation and art, showcasing the limitless possibilities in the world of baking.

From trendy health-focused bakeries to black sesame and herbal-infused cookies, the traditional "food as medicine" philosophy has captured the attention of young consumers, blending indulgence with wellness. The popularity of treats like tangerine peel cinnamon apple crisps and monk fruit blueberry sourdough hints at a new wave of growth in the market. What blue ocean opportunities lie behind the rise of these herbal-infused baked goods, which perfectly align with the wellness trends of today's "health-conscious but indulgent" generation?

The "big three" of funky snacks—stinky tofu, durian, and Luosifen—have long intrigued adventurous eaters. But these pungent snacks aren't content with being niche delights; they are now embracing cross-border innovation. From stinky tofu ice cream to durian-flavored spicy strips and Luosifen mooncakes, these bold flavors are tapping into consumers' curiosity and driving new growth in the snack market. Which funky flavors will become the next breakout hit? Let's dive into the emerging trend of niche flavors in the snack industry!

Over the past decade, truffle has become one of the fastest-growing flavors in the food and beverage market. According to Mintel, the number of new products featuring black truffle flavor has been growing at an annual rate of 51%. Once regarded as a symbol of European nobility and known as the "diamond of the kitchen," black truffle was synonymous with luxury. Today, its presence has expanded far beyond fine dining, appearing in everything from chips to fries, cookies, and even mooncakes.

As a rare and costly ingredient, black truffle delivers a high-quality, luxurious experience for consumers. The rise of black truffle-flavored products is fueled by consumer curiosity and the desire for affordable luxury, allowing this once-niche flavor to break through and enter the mainstream market.

With 75 years of continuous innovation and a legacy of creating iconic products every 5-10 years, Calbee has built a snack empire. Its signature products include the 20-year classic Veggie Sticks series, the 40-year classic Potato Chips series, the 55-year classic Kappa Ebisen Shrimp Chips, and the Jagabee Potato Sticks series.

To craft potato chips with unique textures and flavors, Calbee begins its journey at the source—potato farming. Through optimizing taste, inventing creative ways to enjoy snacks, and launching regionally exclusive flavors, Calbee continuously redefines consumer expectations of snacks. This commitment to exceptional product quality has cemented Calbee as a beloved snack brand in Japan. In 2023, Calbee's revenue exceeded 301 billion yen, securing its position as the top-selling snack brand in Japan.

This session will unveil the secrets behind Calbee's innovation and success:

 - What are the product logic and brand management strategies that drive Calbee’s transformation of innovative ideas into timeless snacks?

 - How can this case inspire Chinese snack companies to achieve comprehensive upgrades in product development, branding, and market strategy?

What led PepsiCo to acquire a Mexican-inspired snack brand, less than 10 years old, for a staggering ￥8.5 billion? Siete cracked the market by embracing the rich cultural heritage of Mexican flavours, while also revitalizing traditional snacks with innovative, health-conscious ingredients. By replacing conventional grains and dairy with alternatives like avocado oil and almond flour, Siete offers consumers the perfect fusion of regional flavor and health benefits. We'll explore how Siete has redefined traditional snack innovation and reveal how regional snacks can stand out globally.

Get ready for a snack celebration that crosses borders! In the "Global Snack Awards," we'll embark on a flavorful journey across the world, exploring exotic delights from Asia's spicy sensations to Europe’s sweet temptations, each with its own unique story. As we taste and share, we'll search for that one snack that instantly captivates your taste buds—the true "national favorite." Plus, don't miss the interactive voting session, where you’ll help decide the next big hit in the snack world!

The spotlight is on Mars or PepsiCo, as the snack industry witnessed a surge in investment activity throughout 2024. In February, Mars acquired premium chocolate brand Hotel Chocolat, followed by a massive 256.2 billion yuan acquisition of Pringles' parent company, Kellanova, in September. Meanwhile, PepsiCo secured the Mexican-inspired snack brand Siete for 8.5 billion. These snack giants are rapidly expanding their portfolios and targeting more niche consumer segments. What strategic intent lies behind these bold investments, and how are they reshaping the snack landscape?

Founded in 2005 as a bulk snack supplier for KA supermarkets, YanJin Food entered a new phase of growth after 2021, launching bold products like "Danhuang" quail eggs and the popular "DAMOWANG" konjak. In the first half of 2024, YanJin Food achieved revenues of 2.459 billion yuan, marking a 28.84% year-on-year growth. By focusing on the Chinese snack sector and adhering to a diverse, multi-category product strategy, YanJin Food is steadily building a uniquely Chinese snack brand through a balance of tradition and innovation.

How did Cui Sheng Sheng, once an unknown snack manufacturer for imported products, break through in the fiercely competitive potato crisp market and surpass 1 billion in annual sales? Its success lies in the precise identification of gaps in the fries market at the time, as well as continuous upgrades in its technological capabilities. This topic will dive into the key decisions behind Cui Sheng Sheng’s brand transformation, exploring how the company leveraged its supply chain advantages, technological innovation, and product strength to achieve a remarkable turnaround and claim a leading position in the market.

In October 2024, China’s State Administration for Market Regulation announced plans to include candy products and beverages in the health food registration category. With candy, chocolate, and jelly products being recognized as potential health foods, this opens up new channel expansion opportunities for the candy industry. As snacks enter pharmacies, how will consumer purchasing habits change? Is this shift a promising opportunity or a significant challenge? Join us as we dive into the potential impact of this transformation!

As we move into 2025, food innovations across global sectors are putting "functionality" at the core. Beyond traditional supplements, there's a surge in "beverages + functionality","snacks + functionality" and "dairy + functionality." How can functional trends and ingredients penetrate a broader market? On the verge of a breakthrough, get inspired and stay ahead of the curve!

2024 is hailed as the "The Foundation Year of of Weight Management," with a growing demand for healthy weight among consumers worldwide, especially in China, Japan, and South Korea. In the weight loss arena, probiotics remain the frontrunner. However, this year, it's all about version 3.0!

With the arrival of "Probiotics + Prebiotics + Postbiotics," everything from strain combinations and dosage form innovations to taste and texture must be top-notch to create a premium product!

In weight loss forums, you're bound to see terms like "easy-to-slim body type," referring to those with a genetic advantage who don't gain weight no matter what they eat. Now, for those who aren't naturally blessed in this regard, there's a solution—black ginger extract. As a top-ranking weight-loss functional food in Japan, the fat-reducing power of black ginger speaks for itself. Since 2023, this niche, weight-loss ingredient has started gaining attention. While products containing black ginger extract have yet to appear in China, they are already popular throughout Japan. Can black ginger replicate its success in the Chinese market?

The 2023 Hangzhou Asian Games included esports as an official competition category for the first time, and in 2024, Black Myth: Wukong has dominated overseas social media, capturing a large base of domestic and international users. As of 2024, China's esports user base has reached 490 million people. A functional hydration drink that enhances cognition, relaxes mood, and boosts athletic performance would be the perfect choice to have on the gaming desk.

According to GBNData, the CAGR of pea protein market exceeds 25%, far outpacing the CAGR of soy protein market, which is below 10%. As a novel alternative protein extracted from peas, pea protein already has a wide range of end products in the plant-based market. Examples include Mengniu's Maisheng protein bar, which incorporates some pea protein, Nestlé's "Oats + Pea" plant-based drink, and Mondelēz Pacific's milk wafers with added pea protein. What are the specific advantages of pea protein, and in which categories can it be combined to further unlock the potential of plant-based protein?

The wave of functional foods is surging, with China's functional food market expected to grow at a compound annual growth rate of 9%, reaching nearly 500 billion yuan by 2030. Similarly, Japan's market is also on a rapid growth trajectory, with the number of functional labeled foods projected to increase by 40% from 2022 to 2024. Seizing this opportunity, Kirin Holdings has made strategic acquisitions of FANCL and BioCeuticals, aiming to become one of the largest health science companies in the Asia-Pacific region. Sales of its LC-Plasma lactic acid bacteria beverage rose by 8.5% year-on-year in Q1 2023, demonstrating the growing consumer interest in health-centric products. Kirin's innovation continues unabated with the launch of its latest product, the “Kirin Lactobacillus Sports Drink,” which emphasizes two key benefits: "boosting immunity” and "hydration." These core features have captivated consumers. Furthermore, Kirin has partnered with FANCL to introduce products such as CaloLimit mixed tea and CaloLimit apple sparkling wine, designed to effectively inhibit sugar and fat absorption. These offerings bridge the gap between health and flavor, catering to the modern consumer's demand for functional yet enjoyable products. Can functional ingredients become the second growth curve for enterprises? Only time will tell.

Mushrooms are becoming a magic ingredient for food innovation. Whether it's ice cream or beverages, there seems to be no product that can't incorporate mushrooms. Data shows that the global functional mushroom market reached $26.7 billion in 2021, and in the functional food and beverage category, products containing mushroom ingredients saw a sales growth of 17.6%. This surge in popularity is not only attributed to mushrooms' rich, meaty texture and umami flavor but also their health benefits, which have propelled mushrooms to a prominent position in the superfood arena. With mushrooms offering a path to better health, how can we draw inspiration from the global mushroom trend?

Ergothioneine is well-known in the beauty industry, but it's still a relatively new player in the healthy aging field. Though new, it's powerful—products containing ergothioneine have seen a sales increase of over 700% on JD Health, with its antioxidant and anti-aging benefits gaining recognition from a growing number of consumers. Last year, we saw the anti-aging power of AKG, and this year, a new contender, ergothioneine, has entered the scene!

With the announcement of delayed retirement, Chinese professionals are voicing the need to start health maintenance early to work until age 65. Traditional medicinal herbs, such as ginseng, amla, and astragalus, along with popular functional ingredients like GABA, are gaining attention. How can herbal combination products overcome challenges like poor taste and unclear efficacy to become the go-to "lifesaver" for professionals?

The benefits of postbiotics for fat reduction, immunity, and gut health are already well-known, and combined postbiotic formulations offer an even more "comprehensive" solution. Now, the sleep and nutricosmetics markets are finally welcoming postbiotics as well. Postbiotics derived from kimchi strains can significantly improve sleep and rejuvenate the skin!

There are over 200 types of HMOs, but only a handful have actually been commercialized. In 2023, two types of HMOs were approved as food nutritional fortifiers in China, allowing HMOs to finally move beyond the use of substitutes (such as fructooligosaccharides (FOS) and galactooligosaccharides (GOS)) to mimic breast milk. Additionally, combinations like "HMOs + Electrolytes" and "HMOs + Probiotics" are trending. Beyond their use in infant formula and gut health, what other functional areas could HMOs expand into?

Before getting old, we start to experience "youth dementia."More and more young people are self-checking for symptoms of 'youth dementia' on the internet: poor memory, unclear expression, poor sleep... 'Youth dementia' is not a medically defined term, but it is named for the similarity between the cognitive decline observed in young people and that of Alzheimer's Disease (AD). So, could PQQ, which is said to enhance cognition and improve memory, be a lifeline for young people?

The night before an exam, working early shifts, rotating schedules, and dealing with jet lag... workers and students face numerous situations where they struggle to get up or have trouble sleeping. Research shows that up to 70% of adults report difficulties waking up, with many consumers struggling because their biological clocks are misaligned with their daily lives. Most products on the market aim to help consumers sleep better for improved sleep quality. However, there's another often-overlooked sleep issue: sleep inertia, a state of reduced physical and mental energy after waking up. Today, a patented delayed-release caffeine formula in small capsules can help you effectively manage your biological clock, transforming you from someone who struggles to wake up or is a night owl into someone who feels alert and ready to tackle the day!

Natural sweeteners have taken a step forward. China has the world's largest market for stevia cultivation and processing, accounting for 80% of global production. Steviol glycosides are naturally the top choice for reducing sugar in China. However, traditional steviol glycosides commonly have flavor defects such as a metallic taste and bitterness. Currently, Reb M may be the highest-scoring solution for reducing sugar. By enzymatically modifying Reb M, the taste challenges of natural sweeteners have been overcome. How will Reb M shine in the food and beverage industry?

Sweetness has been one of humanity's favorite tastes since ancient times. By 2023, the global sugar substitute market has reached $18.8 billion (approximately 135.4 billion RMB) and is projected to grow steadily at an annual rate of 5.27% from 2023 to 2028. In terms of sugar substitute trends, plant-extracted natural sweeteners have gained popularity in the market over the past two years, with Brazzein being a standout example. It is the smallest known protein with sweetness, exhibiting high stability and a sweetness level 500 to 2000 times that of sucrose, making it one of the sweetest natural substances known to humankind. When heated at 353 K (79.85°C) for 4 hours, its protein molecules remain stable, retaining their sweet characteristics. Moreover, it achieves zero calories, zero glycemic impact, and is friendly to cardiovascular health. Waterdrop Biotech, a synthetic biology company specializing in the development of high-value proteins, will unveil the story behind the sugar substitute industry and Brazzein.

FBIF specializes in turning "imagination" into "reality."Here, we will invite well-known domestic and international raw material companies to share laboratory samples of their latest ingredients over the course of two days, transforming these raw materials into products and ensuring that innovation goes beyond mere ideas and theories.

As an audience, you have the opportunity to taste, review, and share your impressions. Genuine exchanges within the industry are the driving force behind the continuous advancement of functional ingredients.

In the rising tide of e-commerce, how are CMOs redefining the value of brands on digital platforms? Amid the extensive reach of social media, how are they addressing the fragmentation and fluidity of consumer attention? In balancing performance advertising with brand advertising, how can they achieve both short-term conversions and long-term brand image? In the face of rapid growth of private labels and store brands, how do they ensure the market position of traditional brands? As brand loyalty among younger generations gradually declines, how can they foster deep emotional connections with consumers through innovative methods? The environment is constantly changing, challenges are ever-present, and resources are always limited. Every choice they make tests the wisdom and foresight of CMOs in this evolving landscape.

McKinsey's 2024 China Consumer Trends Report highlights three of five key demographic groups worth watching as the silver generation: affluent seniors in first-tier cities, affluent middle-aged individuals in third-tier cities, and elderly populations in rural areas. Additionally, the State Council introduced the 'Silver Economy' as a policy topic for the first time in 2024. According to Ministry of Civil Affairs data, by the end of 2023, China's population aged 60 and above reached nearly 300 million, accounting for 21% of the total population, whereas Gen Z comprises only 260 million, or about 19%. Thus, the silver demographic represents a critical consumer market.

But does the silver economy solely imply seniors purchasing senior-oriented products? In reality, the consumption scenarios within the silver economy are more diverse and engage multiple age groups—young people buying products for their elders, middle-aged individuals addressing their own needs, and seniors even purchasing items for their children and families. Consequently, the silver economy is not confined to senior consumers but rather represents all-age consumption, promising vast market potential.

In today's economy, "value for money" has become a consumer priority. Though quality and brand remain highly valued, they are not at odds with value—illustrated by Xiaomi, whose broad product range, competitive pricing, and quality have earned consumer loyalty. This reflects a demand for "perceived value," where price meets actual worth. How can brands enhance this perception through product functionality, brand image, and customer service to build a trusted, high-value reputation?

According to a survey conducted by IBM in collaboration with Momentive.ai, 67% of Chief Marketing Officers (CMOs) indicated plans to implement generative AI within the next 12 months, with as many as 86% of respondents intending to take action within 24 months.

 - How Generative AI Can Assist CMOs in Leading Their Teams to Identify Marketing Needs and Challenges

 - How AI Can Transform Vast Amounts of Ordinary Data into Exceptional Insights and Highly Engaging Outputs.

 - How Generative AI Can Help You Create Compelling Marketing Content that Delivers Outstanding Customer Experiences.

Coca-Cola launched its first AI-created sugar-free cola, "Future 3000 Years," through its global creative platform "Coke Studio," collaborating with Baidu to provide a unique AI interactive experience. Kraft Heinz utilized AI technology to introduce plant-based cheese slices, Not Cheese, which topped sales charts during the testing phase. The Italian gelato shop Terra has also launched the world's first AI-generated gelato. In recent years, the integration of AI technology within the food industry has been steadily advancing, helping brands effectively respond to market changes. Research indicates that nearly 80% of CMOs allocate 10% of their budget to innovation, yet 60% struggle to find suitable pathways for implementation.

In the process of global market expansion, food and beverage companies not only face operational challenges such as regulations and logistics in different markets, but also need to find ways to resonate with local consumers in terms of marketing. This topic will focus on how multinational brands can meet the unique needs of consumers in different regions through in-depth cultural understanding and localization strategies to enhance brand resilience and loyalty.

 - How can a brand keep its core values intact as it expands globally while adapting to local cultures? The balance is very delicate.

 - How do brands, which are often labeled differently in different cultures, meet the expectations of consumers in each market while at the same time breaking certain stereotypes?

 - How do you develop a team with global cultural sensitivity? The diversity and cultural awareness of internal teams is crucial in the process of cross-cultural expansion of a brand.

 - How to anticipate and avoid the risk of cultural misunderstandings?

While product stability remains essential, consumers increasingly focus on emotional resonance. Research shows that 64% of consumers now prioritize emotional or 'spiritual' consumption. For instance, Luckin Coffee's collaboration with Black Myth: Wukong sold out its limited-edition merchandise in one hour, generating 1.52 billion topic views and showcasing the young generation's cultural pride. McDonald's engages adults with toys, strengthening emotional ties with the concept of "McDonald's treats you like a kid again." ACGBOX Manta offers a "IP + Snack" mix that combines health and fun, enhancing product value. How can brands use emotional connections to enhance user stickiness and boost brand value?

Many classic brands face the dilemma of “brand aging” as they evolve: as the consumer base changes, the brand struggles to consistently appeal to the younger generation, and is perceived as “out of touch”. However, Ben & Jerry's has broken the mold, maintaining steady loyalty among Baby Boomers and gaining traction with Generation X, Millennials, and Generation Z. The brand has always exuded vibrant brand energy.

This topic will delve into how Ben & Jerry's avoids brand aging and continues to inspire a new generation of consumers through innovation and emotional connection. By examining the secret of its cross-generational appeal, we can gain a clearer understanding of how brands can remain youthful and contemporary while staying true to their core values.

Core Issues to Discuss:

 - The balance of brand image renewal: How to adjust the brand image according to the needs of different generations on the premise that the core values of the brand remain unchanged, so that the brand is both “classic” and not outdated?

 - Generational continuity of brand storytelling: How to keep the brand's iconic story and incorporate current social issues to make the brand story resonate with new generations?

 - The relationship between innovation and brand loyalty: How can continuous product and experience innovation help brands remain loyal and avoid being perceived as “old school” by younger generations?

We will analyze brand strategies across various social media platforms such as Instagram, TikTok, and YouTube, exploring how to capture and maintain consumer attention through visual content, interactive activities, and user-generated content (UGC). Particularly in the food and beverage industry, we will discuss how to combine product appeal with social media engagement to create memorable brand experiences.

Additionally, this discussion will share successful case studies of food and beverage brands, analyzing their unique marketing techniques and successes on social media. Participants will engage in practical workshops to develop social media strategies that align with their brand characteristics, exploring how to enhance brand engagement and loyalty through interaction.

Through this topic, participants will master effective methods for building food and beverage brands on social media platforms by leveraging art and creativity, thereby enhancing market competitiveness and promoting long-term brand development.

Vital Proteins, the top collagen brand in the U.S., acquired by Nestlé in 2021, pioneered a new consumption scene by "snackifying" collagen products and driving engagement through an influencer-content approach. Active on Instagram and TikTok, the brand focuses on Key Opinion Consumers (KOCs) with 2,000 to 5,000 followers, achieving interaction rates of 25% to 40%. How can Vital Proteins' social media marketing model inform outbound brands, and what lessons might it bring to social media marketing in China?

In the highly competitive food industry, brands often face the challenge of implementing data-driven decision making. While understanding consumer behavior, optimizing product development, accurate advertising, continuous monitoring and optimization, and building a data culture are key steps to improving marketing results, many brands struggle to fully implement them. In response, we've selected the most representative examples from 100 brands to share how they've effectively used data to drive decisions, while strategically implementing each step to achieve success. We'll help you find inspiration and strategies for success.

Starbucks achieved over 100K single-item sales via micro drama content. KFC saw 1.1 billion views on Douyin. McDonald's provided an exclusive behind-the-scenes view from the employee perspective. Weilong connected with youth by featuring aspirational themes in their micro dramas. Reports indicate 45% of brands are now leveraging micro drama content. With micro-drama content's high exposure and versatility, how can brands select optimal themes to reach core audiences effectively?

The New Zealand brand Zespri, which exclusively sells three varieties of kiwifruit, holds a third of the global market share, with annual sales reaching 17.3 billion. Zespri has not only gained pricing power through agricultural branding but has also made a lasting impression on brand awareness and scenario marketing.

Addressing the common issue that many people forget to eat fruit, Zespri has launched the innovative "Fruit Pill Box." Divided into seven compartments, symbolizing the days of the week, it serves as a gentle reminder for consumers to enjoy kiwifruit daily. This clever idea not only helps to cultivate healthier habits but also conveys the brand's genuine care for its consumers.

（Image source: Marketing-Interactive）

In a famous baseball incident, a player accidentally smashed a Coors Light digital ad screen, leaving a noticeable black square. Instead of repairing it, Coors Light embraced this "flaw" as an "unofficial game symbol," incorporating the black square into beer cans and posters. Within 24 hours, the black square edition sold out, and fans created their own branded memorabilia. This campaign won multiple Cannes Lions awards, turning an accident into a zero-cost marketing legend that boosted both brand image and sales. How can brands recognize and creatively leverage such rare opportunities when they arise?

（Image source: Contagious）

In the wave of global advertising innovation, brands are creatively turning ordinary scenes into advertising spaces. Aldi transformed subway pillars into giant vegetables. JuHuaSuan utilized a ‘folding’ bed sheet to convey discount messages, while Heinz (Saudi Arabia) boosted brand exposure during the World Cup with "walking ads." These "hidden-in-plain-sight" ads are revitalizing brand-consumer interactions and quietly boosting word-of-mouth and traffic. How can we cultivate an "eye for discovering creativity" in everyday life?

-This session will feature creative experts from 4A agencies, who will discuss and analyze real-life cases, guiding participants to think critically and broaden their perspectives.

-Please scan the QR code below to submit your marketing creativity questions; we’ll select some for live discussion.

In an era that prioritizes short-term gains and rapid change, food brand logos often undergo redesigns every few years to keep up with the latest trends. However, this constant evolution can unintentionally sacrifice long-term brand value and internal consistency.

As a century-old iconic brand, Coca-Cola embraces the "slow design" philosophy. While adapting to the times, it has retained its classic red-and-white color scheme, curvy bottle shape, and signature script font. These timeless elements form Coca-Cola's core brand assets, enabling it to maintain strong brand influence across generations.

As the health trend grows in importance, the gap between consumers' expectations for healthy ingredients and the "wordplay" on packaging is widening. Misleading or exaggerated health claims not only erode brand credibility but also significantly damage consumer trust. In the face of this trust crisis, how can brands return to delivering genuine value and break the "information bubble"? This discussion will delve into consumers' real demands for health information and analyze how successful brands win trust through transparent communication and accurate labeling.

Refreshing a brand logo isn't just a visual update, but a significant upgrade to the brand's overall strategy. Should more modern creative elements be incorporated, or should the original style be preserved? How can brands ensure that a refreshed logo reflects their core values while adapting to the ever-evolving market and consumer demands? This discussion will explore successful logo refresh strategies through various brand case studies, analyzing how visual innovation can ignite new life for brands in a highly competitive landscape.

When brands refresh their packaging design, it can either create a striking impact or lead to a decline in sales and blurred brand identity. Nielsen data shows that only 5% of packaging redesigns successfully boost sales, while as many as 13% experience a drop in sales due to packaging changes. How can brands retain their "soul" while injecting fresh appeal into classic products through innovative design? This topic will explore the key elements of successful packaging refreshes, revealing how to strike the perfect balance between innovation and tradition to invigorate the brand and unlock new growth opportunities.

For products displayed on shelves, the font on packaging is one of the most eye-catching elements of the overall visual appeal. In the wave of global expansion, multilingual typography is a necessity. Brands need fonts that support various languages—not only functional but also visually appealing and enduring. How can brands use typography to express their image effectively? How can they preserve brand identity while better adapting to local markets? This discussion will delve into how font design helps global brands achieve the best results and resonate across diverse markets.

As the second most essential sense for information intake, hearing is often overlooked in brand design. Yet, brands that effectively harness sound—like McDonald's with its iconic "I'm lovin' it" jingle—do more than create a memorable tagline; they evoke a joyful dining experience. Sound is a crucial detail in brand experience, subtly shaping brand identity. What are the core considerations in brand sound design? How can brands create audio elements that align with their unique identity? This discussion will explore the strategies behind impactful sound design that resonates with consumers and enhances brand appeal.

In celebration of Japan Railway Group 150th anniversary, Dentsu Japan designed unique icons for each of JR's 900 stations, transforming daily commuting into an immersive brand experience that won the 2024 D&AD Black Pencil award. This approach highlights regional flavors while using symbols to connect consumers with brand culture in everyday moments.

In this discussion, we'll explore:

- How can symbolic design effectively convey brand culture, enhancing consumer engagement and a sense of belonging?

- How can brands use local elements and cultural symbols to create distinctive brand experiences, allowing consumers to experience the brand's story and values through the act of collecting?

In product packaging, unique bottle shapes are often employed by brands to capture consumers' attention, aiming for a memorable first impression. However, if lines and proportions are poorly balanced, unconventional shapes can lack aesthetic appeal, potentially impacting consumer comfort and purchase intent.

This discussion delves into the critical role of shape, line, and proportion in packaging design, exploring how to strike a balance between innovation and beauty. Through analyses of both successful and unsuccessful cases, we’ll uncover how to create packaging that is both distinctive and visually pleasing, enhancing the product's market competitiveness.

Topics we'll cover include:

- Applying Visual Psychology in Design: Techniques for using lines and proportions to create a visually comfortable experience.

- Blending Aesthetics and Functionality: Ensuring the packaging remains both attractive and practical for consumers.

- Consumer Perception and Brand Identity: How packaging design shapes brand perception and influences consumer choices.

This topic is designed to provide practical guidance for product managers and designers, helping them achieve both innovation and aesthetic appeal in product packaging.

In the era of globalization, brand expansion is more than just exporting products—it’s about cultural exchange and integration. However, brands often face challenges in cultural perception when introducing specific cultural symbols to foreign markets. For instance, Eastroc's dragon logo faced backlash in the U.S. due to the dragon's associations with violence and evil in Western culture, prompting a redesign. Similarly, Cadbury’s iconic purple packaging resonates differently across cultures, requiring localized adjustments.

Brands must balance preserving their unique identity with integrating into local cultures, making localized packaging design a critical factor in successful global branding. This discussion will focus on visual design strategies for overcoming cultural barriers, avoiding misinterpretations, and achieving cultural harmony. Key questions include:

 - How should product packaging be adapted for different cultural contexts?

 - What strategies ensure packaging aligns with varying cultural preferences?

 - How can brands translate symbols into culturally resonant designs while maintaining their essence?

Expert speaker will share insights on market research, symbol selection, and fostering cultural resonance to build emotional connections with consumers worldwide.

According to Grand View Research, the global functional food market is projected to reach $275.77 billion by 2025. However, creating effective packaging for functional foods poses a challenge. Should the focus be on natural ingredients and low calories, or should it highlight functional components and their benefits? Overloading consumers with information can lead to confusion, diminishing a brand’s appeal. Only by carefully selecting and emphasizing the most compelling selling points can brands stand out in a highly competitive market.

This requires a clear understanding of consumer priorities—whether they value health claims, ingredient transparency, or specific benefits like energy-boosting or immune support. The key is finding the right balance between simplicity and substance to create a message that resonates and drives purchase decisions.

On crowded supermarket shelves, how can condiment packaging quickly grab consumers' attention? As a long-term kitchen companion, condiment packaging needs to combine attractive design with practical usability. Unique designs can spark consumer desire, but clear product information and user-friendly functionality are equally essential. Striking the right balance between visual appeal and practicality is a key challenge in condiment packaging design. Can great design help condiments achieve a "win-win" in both beauty and convenience?

Effective packaging should integrate features like easy-to-use dispensing systems, resealable lids, and ergonomic shapes, while also maintaining a visually striking look. This dual focus on aesthetics and functionality can turn everyday condiments into products that consumers love to use and display, enhancing both brand loyalty and user experience.

Source: Packaging of The World

In a market where agricultural products are often homogeneous and have low brand recognition, how can a brand create a lasting "memorable touchpoint"? Dole's iconic red lettering and yellow sun logo provide a striking visual impact, instantly evoking feelings of nature and freshness associated with fruit. This design not only captures attention but also resonates emotionally with consumers. The secret behind this success is the strategy of combining "visual symbols + emotional connection."

By using simple yet powerful visual elements along with emotional engagement, agricultural brands can stand out in a crowded marketplace. This discussion will explore how agricultural products can leverage this winning combination to build memorable brands and foster stronger consumer loyalty.

From export products to agricultural goods, functional foods, and condiments, have you grasped the secrets of packaging from this morning's sessions? Now it's time to turn that inspiration into creativity!

Join our 2-hour extreme team challenge to design your own unique product packaging. Teams will work together, with renowned designers offering personal guidance to help bring your ideas to life. The winning team will walk away with a special mystery prize! This is an exciting opportunity to unleash your creativity and strengthen team collaboration. Are you ready to take on the challenge? Let’s get designing!

PepsiCo maintained a strong growth momentum in 2024. The company achieved a 9.5% organic revenue growth through multi-channel brand investments and digital transformation. PepsiCo's e-commerce business expanded rapidly, especially with significant accomplishments in digital consumer experiences and multi-channel retail. This presentation will focus on how Pepsi leverages e-commerce innovation and omnichannel integration to drive global market growth and enhance consumer experiences.

Global social e-commerce is in rapid development, attracting more and more consumers with its unique social interaction features and convenient shopping experience. The global social e-commerce market generated sales of approximately US$420 billion in 2022 and is expected to reach US$680 billion by 2025, with 2.5 billion global social e-commerce users. In this topic, we will mainly discuss the following aspects:

1. The development of major global social e-commerce markets, and the prospects of emerging markets (e.g., Southeast Asia, Latin America)

2. The application of AR/VR technology, artificial intelligence and other new technologies provides more possibilities for social e-commerce

3. Case studies of great brands on how consumer-generated content (e.g., reviews, photos, videos) affects social e-commerce sales

It now looks like the breakthrough to a trillion will come roughly 2 years later than expected, but instant retail is one of the few channels that is still growing rapidly and will grow steadily over the next 3-5 years. Supply-driven growth over the past 7-8 years may be approaching a watershed.

1. After 3 million terminals, can more coverage be accomplished?

-How can FMCG brands optimize their channel coverage in smaller cities through Meituan Instant Retail?

-How can brands capitalize on the channel advantages of Meituan Instant Retail to seize the growth opportunities in the sinking market?

2. Data Empowerment: How to utilize the data to improve operational efficiency?

What insights can the consumer data provided by Meituan Instant Retail bring to brand decision-making? How should brand managers analyze these data?

-How to utilize Meituan's consumption big data for precise marketing so as to meet the needs of different regions and people?

-In the future, is digital transformation of dealers possible?

3. Break through the information barriers, synchronize the online and offline implementation

-From offline stores to online platforms, how should brands adjust their channel strategies?

-How brands can realize efficient supply chain management and inventory distribution with the help of Meituan's storage and logistics network.

4. Co-promotion and Brand Exposure

-What are the effects of co-promotion activities (e.g. Flash Sale, Discounts, Spend More Save More) on brands on instant retail platforms? What are the successful cases?

-How to make instant retail consumers' demand higher through scenario-driven marketing.

How can we co-create hit foods that make customers go wild with excitement and rush to show their support? From mind-blowing snacks to drinks that satisfy late-night cravings, how can we leverage data insights, creative collisions, and promotional strategies to turn ordinary products into member favorites? Let’s discuss how to transform from nothing to a "bestseller"! Without a doubt, Sam's Club is the perfect one to share this topic.

The topic of this presentation focuses on Aldi's partnership with food and beverage brands, and delves into how brands can leverage Aldi's platform, market insights and supply chain advantages to achieve win-win and brand value enhancement.

1. Aldi's brand selection and partnership strategy:

Introducing Aldi's simplified SKU strategy, showing how brands are incorporated into Aldi's product portfolio under strict screening.

Explore how Aldi can help brands more accurately reach out to their target markets based on consumer data insights.

2. Support product innovation and customization:

How Aldi works with brands to customize products that meet their customers' needs and launch them as private brands or co-brands.

Share how Aldi helps brands quickly validate and promote innovative products by using small batch trial sales, quick feedback and iterative optimization.

3. Efficient supply chain management to empower brands:

Explore how Aldi's efficient supply chain helps brands optimize logistics, ensure products reach stores on time, and reduce costs throughout the supply chain.

Talk about Aldi's cooperation model of sharing supply chain data and information with brands to improve the accuracy of inventory management and sales forecast.

The value of the 52-week product selection theory is to help brands remain competitive and innovative in a dynamic market environment through continuous new product introductions and interactions with consumers.

Consumers are not just passive recipients in the 52-week selection journey, they are more like active participants in this culinary adventure. In this interactive session, we will aim for a week in May 2025. We will combine the 52 week selection theory and excellent shelf array design, and invite innovative and fun brands together to present a vivid case study of weekly selection.

Food companies face various legal risks when expanding into overseas markets. Among these, non-compliance with labeling and advertising regulations, as well as food safety issues, are the most common types of violations. These risks not only impact revenue in foreign markets but can also affect brand reputation. This discussion aims to identify common types of risks and propose corresponding mitigation measures, helping food companies navigate international markets more safely and compliantly.

In 2023, Ausnutria achieved impressive results in the global market, with total revenue reaching 7.382 billion RMB, particularly outstanding in overseas markets. The revenue from Kabrita goat milk powder in overseas markets was 384.5 million RMB, reflecting a year-on-year growth of 44.7%. The nutrition business saw even more remarkable growth, doubling its revenue with a 113.9% increase. Ausnutria's success in the European and American markets is attributed to its brand diversification strategy, global supply chain layout, and localized innovation initiatives. This discussion will delve into how Ausnutria achieved such success in these markets and explore the challenges it faced in cultural adaptation and regulatory compliance during its expansion. We will examine how Ausnutria meets the high standards of European and American consumers through precise positioning and omnichannel marketing. Answers to these questions will reveal Ausnutria's future expansion blueprint in the international dairy market.

In the process of many Chinese brands entering overseas markets, Fly By Jing has successfully broken cultural barriers and gained rapid popularity through its unique brand marketing strategy. Unlike many brands that choose to sell in Chinese supermarkets, Fly By Jing boldly placed its products on the shelves of mainstream American supermarkets, now reaching over 2,000 retail stores, including Whole Foods, Target, and Walmart. Fly By Jing's success is no coincidence. Its fashionable and modern packaging design, effective social media content marketing, and successful omnichannel marketing strategies, along with bold expansion into mainstream retail channels, are key to its ability to stand out.

In 2023, Synear Foods achieved over 400 million RMB in overseas sales, with significant growth continuing. As Synear entered the U.S. market, it faced intense competition from both domestic and international brands. The U.S. frozen food market is relatively mature, primarily dominated by large food companies like Conagra and Nestlé. In the field of Chinese frozen foods, Synear also competes with Asian brands such as Ling Ling and Uni-President, especially in areas like frozen dumplings and sweet rice dumplings. Japanese and Korean brands like Bibigo (CJ Group) and Ajinomoto have already gained brand recognition and consumer trust in the U.S. market.

To address these challenges, Synear established a local factory in the U.S. to reduce costs and improve supply chain responsiveness. The first step involved introducing products like dumplings and bao buns (Baozi) into many Asian supermarkets. The second step focused on avoiding categories where competitors excel and instead offering differentiated products like shao mai and xiao long bao in mainstream supermarket channels such as Costco, Vons, and Albertsons. The company also expanded its presence on e-commerce platforms like Weee, FreshGoGo, and Yamibuy.

In this presentation, we will delve into Synear's successful experiences and challenges in the U.S. market, particularly focusing on strategies for establishing local factories and supply chains, navigating legal regulations, and localizing organizational structure and talent.

1. Local Factory Construction and Supply Chain Management: Synear has lowered costs and improved supply chain efficiency by setting up a factory in the U.S. We will analyze the practical details of this strategy and how it helps Synear gain an advantage in a competitive market.

2. Legal Regulations and Market Entry: The U.S. food market has strict legal requirements for production and sales, especially for imported foods. We will explore the major legal barriers Synear faced and how they successfully addressed them, including quality standards, packaging regulations, and labeling requirements.

3. Local Organizational and Talent Strategy: Successfully entering the U.S. market involves not just product localization but also localizing organizational structure and teams. How has Synear recruited and developed local talent to enhance adaptability to the local market? We will focus on Synear's localization strategy and how it helps the brand connect better with American consumers.

4. Differentiated Products and Channel Strategy: In competing with local and other Asian brands, Synear has entered mainstream supermarket channels with differentiated products (like shao mai and xiao long bao) and actively expanded into e-commerce platforms. We will discuss how this differentiated product strategy supports the brand's breakthrough and meets the diverse needs of consumers.

1.Characteristics and Advantages of the Costco Channel: An overview of the unique features and strengths of the Costco distribution model, discussing its position and influence in the membership-based retail market.

2.Entry Standards and Processes for Costco: A deep dive into the specific requirements and standards for Chinese brands looking to become Costco suppliers, including product quality certifications and compliance. A detailed explanation of the entry process for Costco, such as steps for product demonstrations and sample testing, helping brands effectively strategize their channel entry.

3.Costco's Support Strategies for New Brands: An exploration of how Costco assists new brands in establishing a foothold in the U.S. market, particularly through promotional activities and member engagement strategies to boost brand visibility. A discussion on Costco's pilot strategies for new products, illustrating how they enable gradual expansion from select locations to nationwide, thus minimizing market entry risks.

4.Successful Case Studies of Collaboration with Costco: An overview of successful partnerships with Costco, sharing effective collaboration experiences and highlighting successful strategies and market responses.

This topic is reserved for Alfamart or Indomaret. Indonesia is one of the largest economies in Southeast Asia, and its food and beverage retail market is vast and rapidly growing. By 2024, the packaged food market is expected to reach approximately $41.4 billion, with continued growth anticipated in the coming years. While traditional markets dominate Indonesia's retail landscape, the convenience store channel is expanding rapidly. Alfamart and Indomaret, the two leading convenience store chains, operate over 35,000 stores, accounting for about 90% of convenience store sales. These chains are critical channels for brands entering the Indonesian market. Through these convenience stores, brands can not only reach a wide consumer base but also leverage localized networks to quickly establish market recognition. This discussion will help Chinese brands gain insights into the current state of Indonesia's food and beverage retail market and prepare for market entry strategies in collaboration with Alfamart and Indomaret.

1. Overview of Indonesia's Food and Beverage Market: What are the dietary preferences and consumption habits of Indonesian consumers? What trends and opportunities exist in the food and beverage market?

2. Collaboration Process and Entry Processes: How can brands become suppliers for Alfamart or Indomaret? What certifications and documentation are required? What logistical and distribution challenges must be addressed when entering the Indonesian market?

3. Brand Localization Strategies: How can brands localize their products according to Indonesian consumer tastes and culture? What adjustments in packaging, flavor, and promotional strategies are needed to cater to the Indonesian market?

4. Success Case Studies: Which Chinese brands have successfully entered the Indonesian market through Alfamart or Indomaret? What are their success stories and key strategies?

In 2019, Want Want established a subsidiary in Thailand. When entering the Thai market, Want Want introduced a diverse product line focused on snacks and beverages, including Want Want Rice Crackers, Wangzai Milk, and Want Want Senbei. The company formed partnerships with several local retailers, such as 7-Eleven, Big C, Tesco Lotus, and Makro, which are major supermarkets and convenience stores in Thailand. This expansion of the distribution network ensures that Want Want products reach consumers across Thailand, both in urban and suburban areas.

To maintain product quality and reduce logistics costs, Want Want set up local production facilities in Thailand. The brand actively engages in promotional activities, leveraging social media and local television advertising to increase brand visibility. Additionally, Want Want participates in various local food exhibitions and sponsors cultural festivals, allowing it to better integrate into Thai culture and enhance its brand affinity.

The Middle East, particularly the Gulf Cooperation Council (GCC) countries, is attracting increasing attention from international brands due to its diverse culture and thriving consumer market. From 2024 to 2028, the region's food market is projected to grow at an average annual rate of 4.39%. This year, market revenue is expected to reach $135.5 billion, with the largest segment being candies and snacks, projected to reach $23.1 billion. The retail market in the Middle East is rapidly developing, primarily consisting of large supermarket chains and convenience stores, showcasing a unique channel landscape. For food and beverage brands looking to enter this market, understanding the layout and operational modes of these retail channels is crucial.

1.Major Retail Channels and Their Characteristics: Introduce key retailers in the Middle East market, including large supermarkets like Carrefour, Lulu Hypermarket, and Spinneys, and analyze their market coverage and consumer demographics. Explore the advantages of convenience store chains in the region (such as 7-Eleven and Al Meera) and understand their roles in the fast-moving consumer goods market.

2. Localization and Market Adaptation Strategies: How should brands adjust their strategies based on consumer preferences in different countries (like Saudi Arabia, UAE, Qatar, etc.)? How do varying demands for halal certification and localized products influence the choice of retail channels? Discuss the necessity and challenges of collaborating with local distributors, and how brands can enhance market adaptability through local partners.

3.The Rise of E-commerce and Omnichannel Retail: What impact does the rise of e-commerce platforms in the Middle East (like Noon and Amazon.sa) have on traditional retail channels? How can online retail effectively complement brand market expansion? Explore the importance of omnichannel strategies in the Middle East market and how to combine online and offline advantages for broader market coverage.

4.Logistics and Supply Chain Considerations: What logistics and supply chain challenges do brands face when expanding in countries like Saudi Arabia and the UAE? How can they address food storage and distribution issues in the high-temperature environment of the Middle East? Discuss optimizing supply chains through localized 

Who are the consumers? In what context? And what needs are they trying to fulfill? These questions lie at the heart of product development. Flavor Sum's research reveals that people often choose specific categories and flavors at different times of the day.
By studying consumption preferences across daily scenarios, we can uncover lifestyle patterns and market gaps. To bring these insights to life, we've partnered with a leading research agency to unveil the "Daily Consumption Map". This initiative connects key trends to specific category and flavor combinations, rooted in real consumer needs, to highlight growth and innovation opportunities.

Chi Forest's Genki Wellness Water, born from an idea contest, proves that bold concepts, when executed well, can lead to massive success. This product exemplifies how imagination complements data in product innovation.
Key Takeaways:

· Unexpected Wins: From inspiration to a tangible product, Genki Water shows how serendipitous ideas resonate with consumers.

· Beyond Data: Emotional thinking can infuse products with unique appeal, balancing analytics with creativity.

· Fostering Innovation: An open corporate culture, like Chi Forest's, nurtures groundbreaking ideas.

If there's one word to describe the role of AI in the food and beverage industry, it's "efficiency."

While major corporations like Coca-Cola and Nestlé have integrated AI into their operations, many small and medium-sized enterprises still find digital transformation to be a costly and time-intensive challenge.

Key questions remain:

· How effective are AI applications in food innovation?

· What resources are needed to build an AI-powered model?

· How can AI better "understand" consumers?

How does Freshippo consistently develop cross-category hits? The key is turning consumer data into actionable insights. By analyzing purchase combinations, Freshippo uncovers usage scenarios and adapts its products accordingly.
For instance, Xiaogan fermented rice was reformulated to align with DIY dessert trends after data revealed it was paired more with dessert ingredients than cooking materials.
This approach shows the power of channel-driven insights for product development. What can other brands learn from Freshippo's model of combining data analysis with scenario-based innovation?

In 1963, House Foods transformed curry by creating a Japanese-style sweet version with apples and honey, appealing to children and milder taste preferences. Over 60 years, they have continuously innovated curry flavors by exploring spice combinations and perfecting recipes.

To replicate French-style curry, they refined every detail, from spice selection to stirring techniques, resulting in the Curry Marché, a bestseller for over 40 years. Responding to rising home-cooking trends, House Foods launched the spice-driven X-Blend Curry in August 2023, with sweet-spicy and medium-spicy variants selling over 5 million units in five months.

This topic highlights how House Foods' dedication to quality and innovation drives iconic products, builds trust, and secures market leadership.

In 2020, Bibigo dumplings generated 670 billion won globally, with 420 billion won from the U.S. and 160 billion won from China. Their success lies in differentiation—blending authentic flavors and innovative concepts to meet diverse market demands.
Bibigo excelled in balancing tradition and modernity: standing out in China with its 1,800-year dumpling heritage while introducing dumplings to many first-time U.S. consumers. By studying Bibigo's strategies, product managers can learn how to innovate within traditional categories and adapt to diverse cultural tastes for global impact.

How would you design a fruit-flavored alcoholic drink? Increase juice content or enhance visuals? Asahi Beer went further. Their lemon-flavored drink uses a full-open lid design, debuting in the 2021 Asahi Super Dry Extreme Foam Can, to create a stunning effect: lemon slices rising in the can, releasing a vibrant aroma of fresh lemons. After drinking, consumers can chew the slices for an authentic, refreshing finish.


Key Questions:

· How did the idea for adding fresh lemon slices emerge?

· What challenges came with developing the rising slices effect?

· How was market hesitation about physical objects in the can addressed?

· What else experience can be shared with other product managers?

Why do some yogurt brands always catch your eye, even when they taste similar? Thoughtful design.
Classy·Kiss exemplifies this with tailored innovations: "One Hour After Meals" highlights probiotics' prime timing, while "Baby’s Second Meal" caters to infants. Their packaging feels like friendly advice, simplifying choices and building trust.
When ingredients and processes homogenize, branding and user experience become key differentiators. Smart designs and small touches move consumers, transforming considerate ideas into strong sales drivers.

Did you know a candy company's website could double as a "building block" creativity contest? Amos Sweets blends fun and functionality with buildable gummy blocks, music-conducting lollipops, and peelable fruit gummies. In 2008, founder Ma Enduo knocked on Walmart's headquarters door with a pack of Amos gummies. Sixteen years later, he stood on the stage of the Global Candy Hall of Fame.
Amos goes beyond playful designs, offering niche products like nutritional gummies (Biobor) and tech-infused premium mints (Blink). Their "go global first" strategy positioned them in top markets like the U.S. and Japan, setting them apart as a Chinese brand with sharp insights and differentiation.
Amos's success raises questions: How do they continuously reinvent candy, and how do technology and design enhance their appeal?

PepsiCo recently launched a new rice cake product, aiming to expand its presence in the snack market. For large companies like Pepsi, launching new products comes with both advantages and unique challenges. This topic explores the hurdles and strategies of product innovation within a major corporation, using Pepsi rice cakes as a case study to offer insights for product managers:

· Overcoming organizational challenges and slow decision-making.

· Effective cross-department collaboration across R&D, marketing, and supply chains.

· Leveraging brand influence and distribution networks for product promotion.

· Risk control and feedback mechanisms for quick post-launch iterations.

Lemon Right earned success in the competitive tea market with its unique lemon tea, but this was a result of overcoming numerous challenges at each stage—from sourcing to market promotion. Key lessons from their journey include:

· Securing reliable, high-quality lemon and tea suppliers.

· Refining flavor through trial and adjustment.

· Overcoming production challenges for consistency.

· Breaking traditional perceptions to build brand trust.

· Creating a differentiation strategy to stand out in a crowded market.

Lemon Right's story provides valuable lessons on overcoming adversity and launching a successful product.

Royal Xiao Hu has established itself in the food industry by offering high-quality products at affordable prices, operating with a 40% margin while competitors often require 100%. Their product development follows a "continuous iteration, optimization, and repurchase" model.
From the beginning, they focused on returning products to their essence, like using pure meat for sausages and replacing vegetable oil with authentic pork lard. After establishing market presence, they iterated to build trust and increase repurchase rates. Key strategies include SKU management and product quality enhancement.
But how do they balance high quality with low price? How does the "Xiaomi Blockbuster Methodology" apply in the food and beverage industry?

If brands had personalities, Luckin Coffee would be a sociable "E-person". In the first half of 2024, Luckin collaborated 23 times, with net income reaching 14.681 billion yuan, a 38% year-on-year increase. They've developed two successful paths for product launches:

1. Led by the marketing department, leveraging external demand to swap brand resources and add value to new products, such as the “Apple C Americano” with Pingu the Penguin and the “Little Butter Latte” with Bear Butter.

2. Led by the product department, where technical innovation guides partnerships to create blockbuster products, like the "Baijiu Latte."


This dual-path model has made Luckin a market leader, showing brands how to quickly ascend by leveraging collaborations. But how can partnerships integrate with product strength to ensure sustainable growth? How should teams collaborate to efficiently execute partnership projects? Luckin’s success offers new insights into these critical questions.

Emerging brands often face challenges in selecting the best channels, managing promotion costs, and navigating complex regional markets. In the competitive "Tea Battle", Ripe Fruit stood out with its low-key, pragmatic approach, growing from zero to a billion-dollar brand in just two years. By 2024, it ranked in the top five sugar-free tea brands.

The brand focused on convenience stores, strategically placing products in key locations like small shops, hospitals, and rail stations to maximize reach with limited resources. Its sales strategy prioritized cost-effective shelf placement over heavy advertising, aligning with the brand's "born strong" philosophy.

Key issues to explore:

· How does "Fruits Ripened" ensure efficient channel deployment with limited resources?

· How does it quickly adapt to young consumers' changing preferences?

· Why focus on convenience stores, and how will it expand its multi-channel approach?

In the fast-changing food and beverage market, uncertainty is constant, and consumer preferences change rapidly. Many companies wish to "test the waters" before launch to ensure more stable market performance.
For the first time at FBIF 2025, we're bringing product management simulation workshops to the forum! In collaboration with a leading R&D agency, we'll simulate developing future innovative products, using 2025 consumer trends as the backdrop. Participants will experience the full product lifecycle—from R&D to production and marketing—facing real-world decision-making challenges and exploring how products grow in the market. This is a hands-on exploration of future consumer trends and product management!

In the context of a global economic downturn, many companies face challenges of slowing growth and even declining performance. However, PepsiCo has demonstrated resilience in its performance despite these adversities. This is not only due to PepsiCo's innovative management of a diversified product portfolio but also reflects the company's strategic advantages in cost optimization, supply chain flexibility, and market insights. Through this sharing session, PepsiCo's senior management will provide an in-depth analysis of how the company continues to achieve sustained performance growth through strategy and innovation in today's challenging global economic environment.

Nestlé developed a personalized nutrition platform through AI technology, significantly shortening its product development cycle. Using AI-driven demand forecasting and inventory management, PepsiCo managed to reduce supply chain costs in multiple markets. According to PepsiCo, AI has helped improve delivery efficiency by over 20% in specific regions.

Unilever's "People Data Centre" utilizes AI to analyze and interpret consumer behavior in real-time, enabling the company to quickly adjust its marketing strategies. Through AI analysis, Unilever has halved its market insights cycle, allowing faster responses to consumer needs.

Danone launched a series of customized health products based on AI data analysis, significantly improving customer satisfaction. After adopting AI, Danone saw a 15% increase in health product sales in several markets, gaining more loyal customers.

Kraft Heinz’s "Kraft-O-Matic" platform analyzes market data before launching new products to predict success rates, helping the company reduce time to market for new products. Since adopting AI, Kraft Heinz has increased new product success rates by about 10%, reducing the costs associated with development failures. By optimizing marketing activities with AI, Kraft Heinz achieved targeted ad placement, raising market conversion rates for certain products by 20%.

Cargill applies deep learning and computer vision technologies in food production to detect impurities and defects in products. Cargill also developed an AI-driven aquaculture management system to optimize fish feed distribution, enhancing the efficiency and sustainability of aquaculture.

Topic Introduction: Artificial Intelligence (AI) is transforming the food industry at an unprecedented rate, affecting every stage from farm to table. AI is making a profound impact on production efficiency, product innovation, food safety, and sustainable development. As consumer demand grows for personalized health and environmentally friendly products, how can food companies leverage AI to increase production efficiency, optimize supply chains, and drive the industry towards a more sustainable future? This topic will focus on forward-thinking AI applications in the food industry, exploring the changes AI brings and the trends shaping its future.

As a global leader in the food and beverage industry, Nestlé has continuously expanded its business footprint through a series of successful mergers and acquisitions during its globalization process. From regional brands to international markets, Nestlé has rapidly established market influence around the world through acquisitions. Since 2000, Nestlé has completed over 200 merger and acquisition activities, covering multiple sectors, including coffee, infant nutrition, pet food, health sciences, and convenience foods. However, mergers and acquisitions are just the beginning; effectively managing and integrating the acquired businesses to ensure alignment with Nestlé's core values and operational standards is crucial for successful globalization. This topic will focus on Nestlé's acquisition strategy and insights on post-acquisition management, exploring how the company maximizes acquisition value in the global market.

1. Nestlé's Acquisition Strategy: What acquisition strategies has Nestlé adopted in its globalization process? What are the criteria for target selection? What are the core drivers of these acquisitions?

2. Cross-Cultural Integration and Management: How does Nestlé ensure that the culture of acquired companies aligns with its global culture? What measures does Nestlé take to achieve cultural integration in different markets and cultural environments?

3. Post-Acquisition Integration and Operational Management: How does Nestlé integrate businesses after acquisitions? What effective management methods ensure a smooth transition and operational efficiency? 

4. Balancing Localization and Globalization: As a global enterprise, how does Nestlé localize its acquired businesses while maintaining global standards? How does it balance the consistency of global brands with the differing needs of local markets?

As one of the world's largest retailers, Walmart has accumulated extensive experience in helping foreign brands successfully enter multinational markets. For Chinese food and beverage companies, leveraging Walmart's channels and resources to enter mainstream overseas markets presents not only a significant opportunity but also some challenges.