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.

In recent years, China's adult milk powder market has flourished, growing from 19.614 billion yuan in 2019 to 25.602 billion yuan in 2023, with expectations of continued double-digit growth in the future. Yili has positioned its milk powder business as its second growth curve, maintaining its leading position in the adult milk powder industry for nine consecutive years. According to its 2024 interim report, Yili's milk powder and dairy products segment achieved operating revenue of 14.509 billion yuan, a year-on-year increase of 7.31%. In the adult milk powder sector, Yili focuses on the "nutrition + functionality" track, launching product series such as multi-vitamin high-calcium and low-fat selenium-enriched options to precisely meet consumer needs like sleep aid and nutritional supplementation. How does Yili continue to maintain its leading position in such a competitive market? This presentation will delve into the secrets behind Yili's success.

Amid a global slowdown in the dairy industry, challenges such as limited product categories, supply-demand imbalances, and fragile supply chains have become unavoidable hurdles for dairy companies. However, Fonterra has defied the odds and delivered an impressive performance. In Rabobank's 2024 "Global Dairy Top 20" rankings, Fonterra climbed from ninth to sixth place, demonstrating remarkable market resilience.

Fonterra's China Application Center has become a driving force of innovation in the dairy industry, developing approximately 300 new products annually. Remarkably, it takes only 90 to 100 days for a product to move from concept to store shelves, earning it the reputation of being an "industry trailblazer."

What has enabled Fonterra to accelerate while the global dairy industry slows down? Let’s uncover its approach to localized innovation and nutritional advancements!

The concept of family nutrition has entered the 2.0 phase, evolving from a simplistic reliance on infant formula to a sophisticated, precision nutrition service solution that spans the entire lifecycle. According to the GWI "Global Wellness Economy Report," the global wellness economy is projected to expand to $7 trillion by 2025. Feihe, a leading global infant formula brand for three consecutive years, is intensifying its efforts in nutrition products for all age groups, gradually constructing a comprehensive lifecycle portfolio that includes infant formula, children's milk powder, adolescent cheese, and adult functional nutrition foods. In the first half of 2024, Feihe has seen a year-on-year increase in both revenue and net profit, marking a turning point in its financial performance. Let us invite Feihe to share their strategic approach and research achievements in the realm of all-age nutrition.

In the food and beverage industry, many brands face the challenge of homogenization in market competition, where product innovation alone often fails to truly captivate consumers. The key to breakthrough lies not in blind expansion but in deep cultivation—building distinctive brand recognition and transforming unique brand attributes into core competitive strengths. Langgege has delved into the essence of grassland culture, blending traditional fermentation techniques with brand storytelling to successfully carve out a unique market edge.

This session will explore how brands can focus on their distinctive characteristics, forge emotional connections, and establish long-term market influence.

Additionally, Langgege will bring a Mongolian band to the stage, combining soulful melodies with dynamic dance performances. Let us celebrate heritage and freedom together through the universal language of music.

[1400-1420] Appreciation of Mongolian Music (Program to be updated)

[1420-1450] Keynote Speech

'Each generation has its own flavored milk.' Despite once being underestimated due to market sluggishness, flavored milk is now making a strong comeback in innovative forms. If you browse the shelves offline, you’ll be pleasantly surprised to find nostalgic classics blended with trendy new flavors, offering consumers a refreshing experience. How has flavored milk regained its vitality? It’s not just a testament to brand innovation but also a signal of shifting 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. 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.

Over the past few years, the yogurt industry has faced overall pressure, yet Öarmilk has achieved counter-trend growth under such market conditions, doubling its sales annually. According to reports, Öarmilk's sales reached 500 million yuan in 2024, with even higher targets set for this year.

The secret behind Öarmilk Yogurt's continuous innovation lies in its supply chain. Founder Wang Weijian is a "factory fanatic" with uncompromising demands for supply chain and production equipment, and he aims to build a "future-oriented factory." In this discussion, we will explore how the supply chain serves as the fundamental driver of product development and invite everyone to appreciate the "beauty of industrial craftsmanship."

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?

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?

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.

In recent years, China's influence in the cheese industry has significantly expanded, largely due to shifting consumer preferences and favorable market conditions. Globally, one out of every two cheeses is produced using Novozymes' product solutions, undoubtedly highlighting the company's substantial impact on the global cheese industry. Novozymes stands at the forefront of this transformation, providing innovative biological solutions that push cheese innovation to new heights. With deep insights into market trends and consumer behavior, along with a broad and solid scientific foundation, Novozymes continues to adapt to the ever-changing global cheese market. This presentation will share how Novozymes drives growth and innovation, shaping the future of global cheese production.

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.

As consumers' health awareness grows and market demands diversify, the formula milk powder market is undergoing rapid segmentation. Children and middle-aged/elderly groups, as core consumer demographics, are exhibiting increasingly prominent personalized needs. Since its approval as a novel food ingredient in 2010 and as a nutritional fortifier in 2012, yeast beta-glucan has seen expanding applications in formula milk powder, with its immune-boosting properties being widely utilized. In recent years, new functions of yeast beta-glucan have been continuously uncovered. Research indicates that it can significantly improve cognitive function in elderly patients with mild cognitive impairment. This discovery opens new avenues for the application of formula milk powder in the health sector, while also providing more possibilities to meet the needs of consumers across different age groups.

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?

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?

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.

AB InBev’s proprietary market maturity framework offers forward-looking insights and dynamic strategies to navigate market evolution worldwide. However, the path to premiumization is rarely linear. In China, while the market is advancing toward maturity, unexpected variables have emerged, causing deviations from the model’s predictions.

What factors are driving these discrepancies in China’s premiumization process? With the rise of local competitors, evolving consumption scenarios, and the accelerating impact of digitalization, how is Budweiser reassessing the unique dynamics of the Chinese market? More importantly, how is the company leveraging product innovation, channel strategies, and brand positioning to dynamically adapt and ensure the successful execution of its premiumization strategy?

Kaijing Yan, Chairman of Tasly Holding Group, and Wei Wang, Founder of XINGYUN Group, joined forces with Professor Wei Jia and Dr. Ya Cai to explore the future of the ready-to-drink (RTD) tea industry.

Against the broader policy backdrop of the National Health Commission’s launch of the “Year of Weight Management” and the “Three Reductions, Three Health Improvements” initiative, a surge in health-conscious consumer demand is converging with the global rise of tea culture. In this context, two industry titans have integrated their strengths—bridging pharmaceutical innovation with a globalized supply chain—to introduce a pioneering product that marks a new chapter in RTD tea.

Does this collaboration signal China’s entry into the RTD Tea 3.0 era? Is the industry on the cusp of a transformation, with functional tea evolving from category innovation to a model of precise health management?

China's RTD tea market is poised to embark on a new chapter of health-driven evolution and multidimensional value enhancement.

Health beverages have evolved from a "niche label" into a core breakout category. Content-driven e-commerce platforms like TikTok have become critical arenas for beverage brands to incubate new products, capture trends, and activate target consumers. How can new products launch with impact? How can channels break through for growth? These have become two key challenges faced by an increasing number of brands.

Amid the content-commerce boom, LIGHTUP shifted its product launch strategy from channel-driven to content-driven. From its founding in 2022 to 2025, it rose to the top of TikTok’s beverage category by leveraging a “clean-label, zero-additive” health concept and youth-focused marketing as dual growth drivers. Through a closed-loop approach of “self-broadcasting + influencer seeding,” the brand not only achieved over RMB 1.6 billion in online sales but also funneled traffic precisely to offline distributors, enabling full-channel penetration.

This topic will dive deep into how LIGHTUP built a beverage growth flywheel suited to the new consumption era through a consumer co-creation product development model, a dual-channel blockbuster strategy, and a real-time feedback system.

In 2024, the global cactus beverage market, with a compound annual growth rate (CAGR) of 16.53%, highlights not only the rising popularity of flavor trends but also its position as a representative 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?

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.

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. Amidst this rapid growth momentum, how can birch sap transcend its niche status, strategically expand market share, and capture sustainable growth opportunities? Nordic Koivu Ltd, the earliest brand in Finland to commercialize birch water, will share the growth logic of birch sap and provide specific strategic directions for the brand.

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.

The concept of "raw" goes beyond minimally processed, fresh tea infusions—it evokes purity and authenticity, much like draft beer or prosciutto. Kirin Nama-cha leverages this “raw” identity to enhance the perception of freshness, utilizing micro-milled tea leaves, low-temperature extraction, and other advanced techniques to elevate its taste. Coupled with a comprehensive marketing strategy, the brand’s 2023 relaunch led to explosive growth, selling 25 million bottles in just three days and surpassing 100 million bottles within seven weeks, making it one of Kirin’s best-selling products in history.

This session will explore the evolution of Kirin Nama-cha, examining how technological innovation, brand revitalization, and market insights transformed it from a single green tea product into a category-defining phenomenon.

In 2018, SATURNBIRD introduced its signature "small can," pioneering the fusion of specialty and instant coffee through its proprietary "REPUS®". This innovation established a new category that redefined convenience without compromising quality. Over the years, SATURNBIRD has continuously expanded its flavor horizons—from tea and natural wines to regionally inspired specialty coffees, snacks, chocolates, and ice creams—consistently pushing the boundaries of traditional categories.

This discussion will delve into SATURNBIRD's insights into its brand and the broader industry, using its journey as a lens to explore current opportunities and possibilities within the food and beverage sector from the perspective of industrial innovation.

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.

What if artificial intelligence didn’t just create a drink - but actually tasted it and chose the winning flavor?

Not virtually. Not theoretically. In real life.

Why? To enhance its predictive power and select the formula most likely to win over consumers.

This is no concept or futuristic prototype - HELL AI is a fully developed product, already available across Europe. Created by HELL Energy, a leading energy drink brand present in over 60 countries, this breakthrough pushes the boundaries of what’s possible when AI meets real-world manufacturing.

With one of the world’s largest and most advanced smart factories (6 billion cans produced annually), the company used AI not only to analyze global taste trends and functional ingredients - but also to take the final, most critical step: After generating multiple formulas, the AI selected its favorite by physically tasting the real drinks, created in a laboratory based on its own recipes — and judging the taste to determine which flavor would win with consumers.

Yes - the AI tasted the actual beverages it created.

So how did it work? How can AI taste a drink? How was that even possible?

Join us at FBIF Shanghai to discover how the impossible became reality — and how this breakthrough is transforming the future of food and beverage innovation.

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?

In the face of intense competition in the instant food industry, Baixiang Food has rapidly stood out by launching unique flavors such as cilantro, houttuynia cordata, and stinky tofu, effectively capturing the emotional needs of young consumers. Through innovative flavors and a powerful social media strategy, Baixiang has successfully transformed from a traditional brand into a trendsetter, achieving both traffic and sales growth. How do these "unconventional" flavors help the brand break through the boundaries? Differentiated product innovation and deep emotional resonance have become the key drivers for the transformation and breakthrough in the snack food industry.

As healthy snacking trend gains huge momentum in China, sodium reduction is quietly emerging as the next frontier in formulation innovation.

Consumers seek healthier options without compromising on taste, texture, or affordability. However, achieving excellent consumer preference while maintaining a familiar sensory profile and cost-efficiency remains a very complex task.

This presentation highlights solutions for smarter sodium reduction strategies on snacks and illustrates the unique Symrise approach, backed by extensive insights, consumers testing & technical expertise. Our innovative solutions provide superior taste perception while maintaining excellent product performance, setting a new industry standard.

The health trend is sweeping through the snack industry, with labels such as “low salt,” “low fat,” and “high protein” gaining widespread attention. Data shows that transitioning to clean-label products leads to an average 15% increase in overall revenue, an 11% rise in profit, and an 18% price premium. Derived from a “natural treasure,” yeast extract enhances umami, enriches texture, and balances off-flavors, unlocking new possibilities for snack innovation. With yeast, health and taste are no longer a trade-off!

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!

Under the impact of health-conscious consumption trends, "sweetness" is gradually becoming a burden. How can the traditional candy market find growth breakthroughs amid declining demand? As one of the largest candy companies in the U.S., boasting 22 iconic brands such as Nerds, Jelly Belly, and SweeTart, Ferrara refuses to settle for the status quo. Instead, it is committed to reinventing candy with fresh and innovative twists. With its strong innovative DNA, Ferrara elevated the classic Nerds brand to new heights. By creating Nerds Gummy Cluster—a soft gummy ball coated with crunchy pieces that delivers a delightful combination of textures and flavors—Ferrara achieved a legendary leap in sales, growing from $40 million to $800 million in just six years, a remarkable 20x increase. In this session, we will delve into Ferrara's innovative practices and explore how meticulous attention to detail can breathe new life into classic candy brands.

With the functional candy market growing at an impressive 17.3% annual rate (Global Market Insights), traditional sweet flavors alone are no longer enough to captivate Gen Z. As health concerns and the experience economy reshape consumer behavior, we've observed a striking trend: 62% of Gen Z consumers are willing to pay over 40% more for emotional value (Nielsen 2023). This signals a new rule in the evolution of candy—creating multi-sensory experiences that go beyond taste.

In this interactive session, FBIF's media platform will crowdsource creative ideas from our audience and collaborate with R&D teams from Mars, Golden Monkey Food, Amos Foods, Perfetti Van Melle, Hsu Fu Chi, and White Rabbit to explore the feasibility of turning bold concepts into reality. Together, we will deconstruct how candy is evolving from a traditional FMCG product into a "three-in-one innovation"—an emotional booster, a social connector, and a tech-driven experience—reshaping the $400 billion global candy market.

Let's discover what kind of candy can capture the hearts of sweet lovers across all ages! 

From elegant pastry displays to viral social media sensations, every meticulously designed cake is a dialogue between its creator and the audience. How can baking transcend taste to become a medium for visual expression, emotional storytelling, and even cultural identity? How does aesthetics bring deeper meaning to cake design?

This session invites you into the world of baking aesthetics, exploring how cakes blur the boundaries between food and art.

                                        （Source: Provided by the speaker）

Oil-painted apples, lifelike fish and crabs, vibrant potted plants, and fashion-forward sneakers—these creations are more than just cakes. Through masterful use of color, texture, and form, they take on a new artistic identity. Witness these stunning pieces up close and experience the delightful illusion of edible art.

Since its launch in 2019, Sam's Club's Swiss Roll has generated over RMB 1 billion in annual sales, contributing 8–10% of monthly revenue per store. At Freshippo, half of the top 50 best-selling items are bakery products. As baked goods thrive in retailers like Sam's and Freshippo, supermarkets are prioritizing bakery upgrades during store revamps. For instance, after remodeling, bakery's share of sales at Yonghui's Jinshan store in Shanghai jumped from 5% to 20%. Once a quiet corner, the bakery section is now a traffic magnet on the retail floor. Behind this boom lies collaboration across suppliers, manufacturers, and retailers. In this session, we'll explore:

- What structural shifts are shaping the bakery category? Why is supermarket bakery booming?

- Beyond value-for-money and health trends, what consumer preferences are driving sales?

- As supermarkets undergo upgrades, how should bakery offerings evolve in response?

- From ingredient sourcing to R&D to in-store execution — how can full-chain innovation be achieved in supermarket bakery?

Sam's Club, Aldi, Freshippo, Costco, Pangdonglai, Yonghui… Curious about the hottest new bakery launches in retail? Join us for a tasting of the latest must-try baked goods from leading supermarkets. Guided by professional bakers, we'll dive into a 360° review — from flavor and texture to ingredient quality, nutrition, visual appeal, and packaging design — and uncover what makes a bakery hit truly stand out.

When you think of cereal, do you associate it with health and nutrition but find it somewhat plain? Calbee is reshaping this perception with Frugra—a product designed to be both a meal and a snack. Utilizing a non-fried baking process, Calbee enhances the cereal's crisp texture while incorporating dried fruits and a variety of grains for a richer taste experience. As a leader in cereal innovation, how does Calbee strike the perfect balance between low-sugar formulations, nutritional optimization, and indulgent flavors in response to global health trends? What new opportunities lie ahead for the cereal category? This session will explore Calbee's R&D philosophy and brand innovation strategies, offering fresh inspiration for snack development and the future of healthy food innovation.

Since launching its iconic milk chocolate in 1926, Meiji has shaped Japan's chocolate culture. In the 1970s, playful biscuit-chocolate hybrids like "Kinoko no Yama" and "Takenoko no Sato" became household favorites, generating over ¥23 billion in sales. In the winter of 1992, "Meltykiss" debuted with its signature melt-in-your-mouth texture and seasonal exclusivity—together driving over ¥100 billion in sales. In 2017, the premium "THE Chocolate" series targeted women and high-end markets, selling 30 million bars within six months. Riding the wave of health-conscious trends, Meiji introduced its high-cacao "Chocolate Kouka" line in 2022, highlighting cocoa polyphenol content on the packaging—and swiftly became Japan's No.1 in the high-cacao segment.

From nostalgic classics to premium offerings, from sweet milk to bold dark chocolate, from playful forms to romantic experiences—nearly a century of relentless innovation. Aren’t you curious how they’ve done it?

With high repurchase rates and broad appeal, egg tarts have long held their place on the bestseller list. However, as Gen Z consumers become more discerning, this classic category is undergoing an innovation revolution. From the savory-sweet fusion of bacon and cheese egg tarts to the irresistible "crispy crust + Maillard reaction" duo in caramel croissant egg tarts, trend-setting products are reshaping market demand.

As a leading player in the egg tart industry for 13 years, producing over 1 billion egg tarts annually, Zhongbei Foods will share insights on product innovation, supply chain optimization, and strategic channel expansion—charting the path from single-product success to full-fledged brand development.

What's the next growth driver for the egg tart category? How can brands differentiate themselves in an increasingly competitive landscape? Let's take a closer look at the future of egg tarts—and the bigger market opportunities they represent.

Scientific research is stepping out of the lab and into the market. Agricultural academies are no longer just technology providers — they are co-creating products with brands, and in some cases, even building their own. A new wave of innovation-backed brands is quietly emerging, carrying the credibility of research institutions.

Behind this trend lies the acceleration of research commercialization and a growing demand from brands for true product differentiation. This topic will explore:

- How are collaboration models between agricultural academies and enterprises built, implemented, and scaled?

- How can brands effectively communicate the value of “science-powered” products?

- How can industry-academia partnerships truly drive innovation across R&D, supply chain, and go-to-market strategies?

As scientific capabilities become part of brand equity — not just formulation — the logic of snacking innovation is being fundamentally reshaped.

For many, Ovaltine is a cherished childhood memory. Once a comforting cup of warm, nutritious malted cocoa drink, it has now expanded into a diverse snack empire. The signature Ovaltine flavor has gone beyond beverages to become a nostalgic yet versatile taste sensation. From crispy bites and filled biscuits to Swiss rolls, layered cakes, and oat bars, Ovaltine seamlessly adapts to various snack formats—and even crosses over into ice cream, baking, and specialty drinks, creating endless surprises!

In this discussion, we will explore:

How does Ovaltine sustain its "nostalgic yet forward-thinking" innovation strategy in response to consumers' dual demands for health and novelty?

How do collaborations, co-creation with consumers, and health-focused upgrades help keep the brand fresh and relevant?

With the rising trend of "lower sugar, better nutrition," how can Ovaltine balance its classic flavor with modern health-conscious preferences, making childhood nostalgia more appealing to today's consumers?

How does a cocoa bean transform into rich, flavorful chocolate? In this immersive training, you'll journey through cocoa's origins and take part in every key stage—cultivation, fermentation, roasting, grinding, and final production. Gain a deep understanding of the craftsmanship behind chocolate's taste and quality.

It’s more than just a knowledge-packed session on chocolate—it's a sensory journey through sustainability, flavor, and innovation!

Indulgence or health? Why not both! From guilt-free pleasure to mindful enjoyment, the chocolate market is undergoing a major transformation. In 2023, around 40% of consumers expressed a preference for sugar-free, low-sugar, or plant-based chocolates.

How can brands strike the perfect balance between reduced sugar and great taste? How can fruits and nuts be seamlessly integrated into chocolate for a healthier yet delicious experience? And what about functional chocolates packed with protein, dietary fiber, and probiotics—can they satisfy modern consumers' evolving needs? This journey into "health meets indulgence" is set to reshape the way we think about chocolate!

Bittersweet or silky, smooth or crunchy—chocolate effortlessly blends into snacks, baked goods, and beverages. At the tasting area, a delicious lineup of chocolate-infused treats awaits your discovery!

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!

The dairy industry is undergoing a technological revolution shifting from "quantity" to "quality," with the National Dairy Technology Innovation Center tackling industry challenges through innovation. Their targeted lactoferrin protection technology has increased lactoferrin retention in shelf-stable milk from 10% to over 90%, breaking foreign technological monopolies and allowing consumers to enjoy immunity-boosting milk at a lower cost. Low-lactose milk, specially designed for the lactose-intolerant, enables more people to enjoy dairy without discomfort. Meanwhile, their concentrated whey protein production technology has ended reliance on foreign monopolies, safeguarding domestic infant formula production.

These innovations not only make dairy products healthier and more accessible but also elevate them from "everyday beverages" to "future nutrition." Let’s take a closer look!

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.

The fitness population in China has surpassed 500 million, leading to a surge in sports nutrition demand, with protein powder consumption growing at an annual rate of 24% in recent years. Meiji SAVAS Protein Powder is Japan's first high-performance protein powder designed specifically for athletes and fitness enthusiasts. Through its unique production process, it ensures rapid solubility and exceptional taste, quickly becoming the top-selling protein product brand in Japan, capturing more than half of the Japanese protein powder market share. SAVAS has not only launched whey protein and soy protein products but also expanded its market share with ready-to-drink products. Let's delve into the secrets behind the innovative ingredients of Meiji SAVAS Protein Powder!

Aging is the gradual decline of an organism's functions over time, involving mechanisms such as the accumulation of cellular damage, telomere shortening, and metabolic dysregulation. In contrast, regeneration refers to an organism's ability to repair or replace damaged tissues, such as through stem cell activation or tissue regeneration. In recent years, scientific research has made breakthroughs in anti-aging and regeneration, including advancements in gene editing, senolytics (drugs that clear senescent cells), and stem cell therapies, offering hope for extending healthy lifespan. Exploring this topic not only enhances our understanding of the essence of life but also provides scientific insights for combating aging and improving quality of life.

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.

Under the dual trends of the "Blue Economy" and "Functional Food 3.0," SeaEssence™ may become a super ingredient bridging marine resources and the health industry. Seaweed is a high-quality source of dietary fiber and protein, containing various amino acids essential for the human body. Different variants of New Trend Group's SeaEssence™ boast a dietary fiber content ranging from 50% to 90%, offering exceptional nutritional value as a dietary fiber supplement. Let’s explore the innovative story of New Trend Group's functional ingredients.

After 40, Your Body Is Quietly Stealing Your Strength. Sarcopenia isn’t just about aging—it’s the silent decline of muscle mass, strength, and function. It begins lurking at 40, accelerates after 65, and drastically increases the risk of falls, disability, and even death. The underlying culprits are complex: neurodegeneration, hormonal fluctuations, protein metabolism disorders… Supplementing with high-quality protein may be the key to hitting pause. And yeast protein, with its high concentration of branched-chain amino acids (BCAAs) and gut microbiome-regulating effects, is emerging as a "dark horse" in the fight against muscle loss. In the future, our battle against sarcopenia won’t just be about "slowing decline"—it’s about launching a true Muscle Revival Plan.

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?

As functional foods become a new global health consumption trend, China's dairy industry is waging a breakthrough battle driven by "hardcore technology." Mengniu Group has for the first time revealed its dual-engine model of "technology + ecosystem" in the field of nutritional health innovation. By collaborating with top-tier research institutions such as Peking University and Shanghai Jiao Tong University to establish joint laboratories, the group has adopted a reverse R&D approach to co-create value with upstream and downstream partners. This strategy precisely addresses societal needs such as aging populations and chronic disease prevention, leading to the successful launch of multiple precision nutrition products tailored to specific consumption scenarios. These include HMO-enriched milk, functional yogurt with health benefits, and health-targeted milk powder for middle-aged and elderly consumers.

Not only has Mengniu restructured the innovation chain—from ingredient screening to technical validation and industrial transformation—but it has also pioneered a functional shift in dairy products, moving from basic nutrition to targeted interventions. While the industry remains mired in price wars, Mengniu has built a health product matrix covering the entire life cycle, extending the value chain of each carton of milk beyond traditional dairy boundaries through an integrated ecosystem of industry-academia-research-application.

In this revolution of value redefinition, what we witness is not just the upgrade of a product but the strategic transformation of a hundred-billion-yuan market—from the "red ocean" of conventional milk to the "blue ocean" of precision nutrition.

Faced with global population growth, traditional food production models are encountering dual challenges of sustainability and scalability, with their enormous environmental costs becoming impossible to ignore. Against this backdrop, precision fermentation technology is emerging as a key engine for reshaping the food industry—capable of not only overcoming resource constraints but also creating a new generation of food products that combine high quality with sustainability.

As part of the new food business segment, precision fermentation at GEA, a Fortune 500 company, serves as a strategic pillar in the company’s development plan from 2021 to 2030. By integrating core technologies across the organization and leveraging extensive project experience and innovation capabilities, GEA offers unique advantages in fermentation process optimization, large-scale production, and diverse food applications.

Let’s delve into the successful applications of precision fermentation in areas such as dairy alternatives, protein enhancers, and natural flavorings, showcasing how process innovation can achieve a win-win scenario for both the economy and the environment.

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.

In 2024, the State Council released its first policy on the "silver economy." By the end of 2023, China had nearly 300 million people aged 60 and above (21% of the population), surpassing the 260 million Gen Z (19%). This aging demographic is a rising consumer force.

But is the silver economy only about seniors buying senior products? In reality, it's far more dynamic. Young people buy for elders, middle-aged consumers plan for aging, and many seniors shop for their families. Beyond age, the silver economy drives cross-generational consumption, shaping a diverse and expanding market.

As consumer demographics shift and demands diversify, one of the key challenges for F&B brands is establishing deep connections with younger audiences in a fragmented information landscape. Beyond broad "grass planting" (general seeding), co-creating content with users, fostering deep interactions, and community-driven operations are essential to naturally integrate great brands and products into young consumers' attention fields, building lasting cognitive recognition.

Coca-Cola’s global innovation campaign, "Thanks for Coke-Creating" (also known as "Every Coca-Cola is Welcome"), has given the brand’s logo a fresh, localized interpretation by bodegas, shopkeepers and artists worldwide. Rather than “correcting” these diverse and unconventional renditions of its logo, Coca-Cola embraced them—turning this creative evolution into an opportunity for deeper engagement with local communities and a stronger cultural connection. This initiative is not only a celebration of cultural diversity and creativity but also a testament to the brand’s ever-evolving spirit.

Led by VML, the campaign won three Gold awards at the 2024 Cannes Lions International Festival of Creativity and helped Coca-Cola achieve a historic milestone—being named Creative Brand of the Year for the first time. As VML’s Deputy Global Chief Creative Officer and Coca-Cola’s creative lead, Rafael played a pivotal role in shaping this groundbreaking marketing initiative. What are his core creative principles when crafting Coca-Cola’s campaigns? And how does he bring them to life?

(Source: VML)

This topic is reserved for ACGBOX.

(Resource: ACGBOX)

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?

Few brands integrate into fan culture as seamlessly as McDonald’s. Anchored in its "Fan Truths" strategy, McDonald’s has consistently created resonant, creative content that deepens fan loyalty while driving growth. From the AI-driven “Pie Day” experience to the storytelling of all-day hash browns, the brand taps into familiar, relatable insights to reinforce its unique values.

The FBIF Wow Food Awards is a global and comprehensive food innovation award recognizing outstanding achievements across various categories, including product development, packaging design, and marketing innovation in the food and beverage industry.

The Marketing Innovation Award specifically honors exceptional marketing strategies related to products and brands, covering the planning, execution, and impact of marketing campaigns.

In this session, we will announce the winners of the Marketing Innovation Award, which includes 2 annual awards and 6 category awards. Additionally, we will host an award-winning case analysis session, providing insights from multiple perspectives, including consumer insights and strategy, commercial value, and execution effectiveness. Join us as we explore outstanding marketing cases to inspire new ideas and innovation.

How can brands capture and sustain consumer attention on Instagram, TikTok, and YouTube through visual content, interactive campaigns, and UGC? This session explores how F&B brands can blend product appeal with social storytelling to create memorable experiences.

Featuring BrandPal, TikTok’s 2024 auction champion and official live commerce training agency, this session will provide actionable insights on crafting effective social strategies, enhancing brand engagement, and driving long-term growth.

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?

Retail media is becoming the new battleground for brand marketing. In North America, 56% of retail media professionals plan to increase investment, leveraging consumer touchpoints to drive both sales and measurable impact. Meanwhile, Walmart’s global ad business grew 28% in 2023, reaching $3.4 billion, with projections that advertising and membership revenue will contribute 20% of its operating profit by 2025—further proving the commercial value of retail media.

In China, dairy brand Cass and retailer CR Vanguard launched a full-funnel retail media campaign across online and offline channels. Over just two weeks, it covered 30 stores in Tianjin, surpassing sales expectations with an ROI of 3.06, demonstrating retail media’s power to boost performance.

To explore both opportunities and challenges in this space, we’ve invited Thiago, an expert from Unlimitail—a Carrefour and Publicis joint venture and Heinz Brazil former brand leader. He will share insights on global retail media trends and how technology can unlock new growth opportunities for brands.

Lay’s, in partnership with Meituan Instashopping, launched a late-night snack product, driving 50%+ user growth and 1.6x higher conversion rates. Suntory's "Suntory Brand Day" boosted its water category ranking from 15th to 2nd. Mondelez’s workplace afternoon tea campaign increased transactional users by 60%+ and GMV by 200%+. Scenario-based marketing is now essential for brands, but how can they accurately identify needs, craft effective strategies, and measure results? How does Meituan Instashopping support brands in refined, omnichannel operations?

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）

From ALDI’s "giant vegetables" on subway pillars to Juhuasuan’s promo messages on “folded” bed sheets, brands are quietly turning daily life into ad space. In the 2025 CNY campaign, Heinz × Yellow Swan printed "The Story of Tomato and Egg Stir-Fry" on 10,000+ egg cartons—engaging consumers while seamlessly blending into Chinese home cooking. These "invisible ideas" are reshaping brand-audience interaction, making communication more natural and impactful. 

In this 60-minute session, we’ll break down how the “Tomato & Egg” campaign went viral—from creative insight to brand execution. The first 30 minutes feature a deep dive by the creative lead, followed by a 30-minute panel with both brand teams.

Bring your questions—we’ve reserved time for live Q&A!

*The session includes a 30-minute keynote and a 30-minute panel discussion.

（Source: Heinz）

During festive seasons, brands go all out to capture attention in the shortest time possible. But in a highly competitive market, breaking through is no easy feat. Yili, however, has achieved viral success for three consecutive years with its Chinese New Year campaigns.

- Year of the Rabbit: Yili’s "Rabbit Dance" took the internet by storm, sparking a nationwide dance challenge and amassing over 2.9 billion views.

- Year of the Dragon: The catchy "HaHa Song" spread laughter across the nation, its infectious rhythm turning it into an emotional high point of the holiday.

- Year of the Snake: Partnering with comedian Jia Bing, Yili launched "New Year’s Best Buddy," a campaign packed with relatable humor and festive warmth, securing a three-minute social media takeover and igniting online conversations.

What’s the secret behind Yili’s viral success? How does it tap into festive emotions and craft campaigns that resonate and spread like wildfire?

(Source: Yili)

In today's fast-moving market, where consumer trends shift overnight, brands must develop the ability to respond with speed and precision. With over 30 years of experience in brand design and creative strategy, Nuno Alves has led design for global powerhouses including Coca-Cola, Burger King, and Tim Hortons. In 2024 alone, he successfully delivered 170 design projects—a testament to his approach to Agile Design.

How can brands leverage agile workflows, cross-cultural collaboration, and modular design systems to ensure fast, consistent execution across diverse markets? Drawing from both strategic thinking and hands-on experience, Nuno will share how design can evolve from pure aesthetics to system thinking—helping brands thrive under pressure and lead in an era of rapid change.

As health becomes a growing priority, consumers are increasingly clear about what defines "good ingredients" and "good products." Yet, packaging often relies on exaggerated claims and vague marketing, creating an information bubble that erodes trust and loyalty.

To reconnect with today's health-conscious consumers, especially in the healthcare space, brands must embrace five human-centered design principles—moving from treating people as patients to understanding them as individuals. In a world of AI-driven emulations, filters, and replicas, design should be instinctive—like a breath, like a heartbeat. Only by communicating with honesty, transparency, and emotional clarity can brands deliver health experiences that feel both real and reliable.

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.

Sound is often the unseen ingredient that elevates a brand experience, yet it remains one of the most overlooked aspects of branding. Sound has a unique ability to trigger emotions, deepen connections, and, when done right, evoke the very essence of a brand's flavor.

For food brands, sound shouldn't be an afterthought; it's an essential tool to create memorable moments, strengthen identity, and enhance connections with your audience. This time, we'll explore the intersection of music, sound, and flavor —and how brands can use sound to enhance consumer engagement and elevate their brand identities. We'll dive into:

- What is sonic branding – and why brands should consider it.

- The art and science behind a sonic strategy that feels uniquely "on-brand".

- How your brand can think about their sonic identity across various touch points.

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.

Global brand expansion isn't just about entering new markets – it's about creating cultural resonance. For foreign brands in China, success hinges on understanding local values and consumer expectations. At the same time, Chinese brands looking to scale globally must recognize how their own cultural identity shapes perceptions abroad. Without strategic adaptation, both face barriers that limit their reach and impact.

This discussion will explore how brands can navigate cultural differences, maintain authenticity, and build deeper connections in foreign markets. Key questions include:

- How can brands adapt their identity to resonate with Chinese consumers?

- What cultural blind spots hold Chinese brands back from greater success abroad?

- How can companies balance authenticity with market-driven adaptation?

Join us as we examine the strategic challenges of global branding and the role of culture in shaping brand success across borders.

From Southeast Asia to Russia, the "taste of China" is going global at speed. In 2023, China-Russia trade hit a record $240 billion, while Russia's cross-border e-commerce has been growing over 60% annually—creating huge opportunities for Chinese food brands.

With strong policy tailwinds and geographic proximity, Russia is a natural next step for Chinese brands going global. In this session, we’ll unpack real-world cases of Asian brands entering Russia—how they research the market, collaborate with local retailers, and adapt through packaging, localization, and brand storytelling to win over Russian consumers and drive growth.

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.

In recent years, China's private label market has experienced rapid growth. From 2022 to 2024, the share of innovative private label products surged from 11% to 26%, making it the fastest-growing market globally. While a low-price strategy has helped private labels attract consumers, relying solely on affordability is no longer enough for sustainable growth. Building a strong brand identity and a sense of quality is now the key to long-term success. As the first point of interaction between a brand and its consumers, packaging design must strike a balance between cost-efficiency and perceived quality. This discussion will focus on the following key questions:

- How can private labels establish a distinctive and recognizable visual identity to break away from a generic image?

- How can design innovation—through style, structure, and materials—help overcome the perception of being "cheap" and instead convey a sense of quality?

- How can packaging enhance functionality and convenience, using thoughtful details to win over consumers?

In 2024, the highest honor of the Pentawards, the Diamond Award, was presented to the OGT protein bar packaging designed by This Way Up. And the most surprising reason for its win? It has no packaging at all! Instead of conventional wrapping, This Way Up developed an edible film and rice paper label, creating packaging that you can literally eat. This innovation not only eliminates litter concerns when enjoying OGT protein bars outdoors but also enhances the overall user experience.

Beyond edible packaging, more and more brands are exploring circular solutions, biodegradable materials, and alternative sustainable approaches. As packaging design adapts to this wave of sustainability, how can designers break away from tradition and find a fresh balance between environmental responsibility, functionality, and user experience?

The AI wave is sweeping through the creative industry. Some say it will revolutionize how designers work, enabling rapid creation of high-quality outputs. Others believe that truly moving ideas can only come from human inspiration and lived experience.

In this debate on the future of creativity, two top designers will go head-to-head in a battle over creative ownership: AI or Human? Will AI reign supreme in the future of design, or will human ingenuity remain unbeatable? Do you trust the precision of algorithms—or the intuition of people?

The showdown is about to begin. Whose side are you on?

As the world's leading trade association for convenience and fuel retailing, the National Association of Convenience Stores (NACS) has been at the forefront of the industry for over 60 years. Representing more than 150,000 convenience stores and fuel stations in the U.S. and members across 60+ countries, NACS continues to set industry benchmarks and drive future trends. 

For the first time on the FBIF stage, NACS will deliver deep insights into the global convenience retail landscape, uncovering the key strategic imperatives shaping the industry: 

1. What critical challenges and opportunities are redefining convenience retail worldwide? 

2. How is foodservice emerging as the next growth engine for the sector? 

3. How are store design, technology, product innovation, and consumer experience reshaping the competitive landscape? 

4. What can brands and suppliers do to stay ahead of global convenience trends and unlock new growth potential? This session will provide a comprehensive analysis of key markets across North America, Europe, Asia, and South America, equipping retailers, F&B brands, distributors, and supply chain partners with the knowledge to navigate industry shifts and seize emerging opportunities.

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

From the Tyranny of Efficiency to the Reconstruction of Meaning - A Spatial Narrative Experiment by a Retail Philosopher 

As e-commerce surges ahead at full speed, what is the true meaning of physical stores today? Experience-driven consumption immersive scene design, and membership models how does Sam's Club create a shopping experience that is truly "worth a visit"? How can physical spaces, as slow variables, resist the rapid decay of the digital world? And what role do food and beverage brands play in this experience? How can they design products and services that seamlessly become part of this offline journey?

-How China’s unique fresh e-commerce model can “inspire in reverse” and offer new perspectives to overseas retailers

-The global replicability of Dingdong Fresh’s strengths in supply chain efficiency, low-waste management, and instant fulfillment

-Exploring international expansion pathways using Hong Kong as a strategic springboard

-Empowering key accounts (KAs) to build a digitalized fresh food supply chain

The Era of Channel-Driven Customization: How Can Brands Win the Next Product Battle?Retail channels are no longer passive distributors—they are awakening, actively demanding differentiated products from brands. Whether it’s traditional key accounts (KA), convenience stores, e-commerce, interest-driven commerce, or emerging membership stores, the consumer demographics, consumption scenarios, and price segments behind each channel are undergoing rapid transformation.

How can brands break free from a one-size-fits-all approach and truly understand the underlying logic of "channel-driven product innovation"? Channel customization, scenario-specific offerings, and price restructuring—those who move first will seize the next growth frontier. Oatly is pioneering this shift by collaborating with various retail channels—convenience stores, supermarkets, cafés, and membership clubs—to introduce tailor-made concept products. For the first time, these innovations will be unveiled on-site, offering an immersive experience of how the same oat-based product can unlock endless possibilities across different consumption scenarios.

According to NielsenIQ, in China's fast-moving consumer goods (FMCG) retail market, "traditional channels" such as hypermarkets, supermarkets, convenience stores, and grocery stores still account for about 70% of the market share. While emerging channels like snack warehouses, O2O, and community group buying are growing rapidly, the digital and visual transformation of traditional channels remains one of the "core issues" most concerning FMCG brands.

On the other hand, traditional channels are also undergoing continuous changes with trends such as "de-KA (key accounts) transformation, promotion of direct sourcing, and shifting roles of distributors." For brand owners, the visibility, control, and scientific decision-making capability of traditional channels have become increasingly important for assessing the effectiveness of their channel market strategies. However, all of this depends on one key premise: the ability to see how traditional channel shelves look in detail, on a large scale, and in real-time, along with the changes occurring within them.

With the rapid development of technologies like AIGC (AI-generated content) and CV (Computer Vision), it is now becoming possible to transform the scattered channel locations into a digital management structure and to turn massive amounts of shelves into visualized representations.

At the same time, as technology takes over human time in these processes, the wide applicability of technology to complex scenarios, its recognition accuracy compared to manual efforts, and the convenience and feedback speed of the business flow are becoming key challenges in the visualization process.

In this discussion, Clobotics will join forces with digital international/local FMCG companies' CIOs or key business decision-makers to explore the digital and visual practices in traditional channels, how these practices are changing the operational models of FMCG traditional channels, and how they bring about transformation and efficiency gains. The conversation will also touch on the difficulties and hidden issues in the digital and visual transformation of traditional channels, along with possible solutions.

Over the past century, Ajinomoto has transformed from a small Japanese seasoning company into a global food giant. Today, its products are sold in over 130 countries and regions, with a portfolio spanning more than 100 subsidiaries. Beyond traditional seasonings, Ajinomoto has expanded into pharmaceuticals, health foods, and sports nutrition. In 2023, the company achieved $9.86 billion (approximately ¥70.1 billion RMB) in revenue.

Global Expansion: Tracing Ajinomoto’s journey from Japan to international markets, this session explores its market entry strategies and localization practices in key regions such as Southeast Asia and North America.

Product Innovation & Localization: Ajinomoto has tailored its offerings to diverse culinary cultures, from Sajiku seasoning mix in Southeast Asia to health-focused product lines in North America. This discussion delves into how the company develops region-specific innovations to meet local consumer preferences.

Technology & Supply Chain Optimization: Leveraging amino acid technology, production automation, and supply chain enhancements, Ajinomoto continuously strengthens its global competitiveness.

Future Outlook: Looking ahead, Ajinomoto is actively expanding into health foods and pharmaceuticals, exploring opportunities and challenges in emerging global markets.

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 BinDawood, 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 warehousing and logistics networks to ensure product timeliness and quality.

5.Case Study: Analyze the channel selection strategies of some international brands (such as Nestlé and Coca-Cola) in the Middle East market and discuss how they achieved market share growth in the region.

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 12,000 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.

When it comes to Chinese food entering overseas markets, many people think of instant noodles, sauces, or frozen dim sum. But who would have imagined preserved eggs could take center stage? XURI has broken through the barriers of mainstream overseas channels with this "black pearl of the East," successfully landing in Costco, the high-standard, high-traffic retail giant in the U.S.

Unlike traditional Chinese supermarkets, XURI keenly observed that an increasing number of second- and third-generation Chinese consumers prefer to shop for ingredients at local supermarkets. To reach a broader audience, entering mainstream retail channels became an inevitable choice. However, this was a hard-fought battle from "daring to dream" to "daring to act."

From Trial to Confidence: Did XURI accumulate enough successful trial sales experience before applying to list its products at Costco? What market conditions prompted this bold decision?

From Certification to Shelf Placement: How did XURI navigate Costco’s rigorous review process? And how did they convince channel agents to take the leap and recommend preserved eggs?

From Initial Success to Market Expansion: How did preserved eggs perform in sales during their early days at Costco? What follow-up plans does XURI have to further expand into a broader market?

In this session, we are honored to invite Mr. Hongliang Wu, the mastermind behind XURI’s overseas market strategy, to share the fascinating journey of how XURI leveraged sharp insights, steadfast belief, and flawless execution to bring preserved eggs from the docks to the shelves of mainstream U.S. retailers.

Are you ready to be inspired by this incredible "egg-cellent" success story?

As one of the world’s largest retailers, Walmart is committed to providing sellers with professional operational services and delivering a high-quality shopping experience for customers. This session will focus on Walmart Global E-commerce’s insights into the North American market, breaking down how brands can leverage its omnichannel strengths, data capabilities, and robust supply chain network to set sail globally with confidence.

-Traffic Aggregation Effect: How can Walmart Global E-commerce help brands reach high-value consumers in key markets such as North America, India, and Latin America?

-Logistics Services: Sharing Walmart Global E-commerce’s one-stop logistics solutions to help sellers enjoy an exceptional fulfillment experience

-New Seller Incentives: Interpreting Walmart’s incentive policies for new sellers—efficient global expansion through FBIF’s exclusive onboarding channel

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.

Perekrestok is the largest supermarket chain in Russia, operated by X5 Retail Group. In August 2019, the chain opened its 800th store.

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 Innova Market Insights 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.

As a globally renowned brand, Kraft Heinz leads the way in using AI to enhance the culinary experience. By analyzing big data from the foodservice industry, flavor trends, and diner preferences, they offer "fusion of Chinese and Western flavors" solutions for restaurants. Through their "Heinz Select" list, Kraft Heinz collaborates with restaurants to launch innovative dishes, improving dining experiences and empowering chefs. Let's explore how Kraft Heinz leverages AI to drive product innovation and execution.

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?

In the "Product is King" retail era, trends equal opportunities. Brands face challenges across the entire chain, from trend identification and industry insights to demand validation, and aim to drive decisions with data for sustained business growth.

Which sectors should we focus on in 2025? How can we leverage real-time tracking of multi-channel market dynamics, product trends, and consumer demands to precisely break through in new product development and achieve targeted content marketing?

· WHY: Why are subtle changes in trends the core opportunity for business growth?

· HOW: How can we quickly identify high-potential trends and scientifically validate their commercial feasibility?

· WHAT: How can TrendCloud help clients innovate efficiently and market precisely?

During the process of developing a product, do you ever wonder: How do you find the real needs of consumers? How do you extract the value of a product? Once you have an idea, how do you bring it to life?

Today, obtaining data is not difficult, and "insights" seem readily available. However, the real challenge lies in extracting user value from insights and then realizing the perfect product prototype, which remains a common challenge for product managers.

This workshop will combine the globally leading "Job to Be Done" (JTBD) framework, value proposition design, and co-creation of prototypes, providing real hands-on experience and feedback — no grand theories, just a true product creation process where you actively participate!

We will take on the real market challenge of "instant coffee" as the entry point, and immerse ourselves in the following steps:

· Building user demand insights

· Defining the consumers' Job to Be Done

· Extracting value propositions

· Sketching prototypes

· Tackling real-world constraints

· Leaving with a clear, presentable product prototype

Fast-paced interactions, fun simulations, instant feedback, and creative collisions—experience the enlightening product development process and ensure you leave with something tangible!

You will also have the opportunity to join our Fast-Moving Consumer Goods (FMCG) Design Sprint Experience Camp, to take great ideas beyond the meeting room!

Facilitator Introduction: 

Combining Stanford's Design Thinking with Harvard Professor Clayton Christensen's consumer JTBD (Outcome-Driven Innovation) methodology, with nearly 20 years of experience in leading new product strategies, insights, and end-to-end commercialization at Fortune 500 companies (Unilever, Mondelez, Pepsi, Danone Nutricia) and local innovative companies (Chi Forest).

*This workshop is highly interactive and suitable for product managers, R&D teams, user researchers, innovation teams, and others. The on-site event is divided into a development practice area and an interactive viewing area. Participation in the development session requires prior registration. Please stay tuned for further details.

The FMCG market is being reshaped by emerging brands, and long-standing bestsellers are no longer the only way to break through. In just five years, GUOZI CO. has replaced reliance on flagship products with frequent innovation. By capturing consumer trends and iterating rapidly, it has created several short-term hit products, even surpassing traditional giants. In 2024's first half, its sugar-free tea series saw a market share increase of 851.07%, reaching third place in a competitive market. The brand's focus on young consumers and continuous innovation shows that creating multiple short-term hits may be more impactful than relying on a single bestseller.

GUOZI CO. uses a unique "Chinese tea + Chinese flower" formula to address the bitterness of traditional tea while adding emotional value. Its original square bottle design challenges traditional tea stereotypes, and upgrades to production lines drive industry innovation. Focusing on convenience store consumption, high-recognition packaging boosts sales efficiency. Through full-chain innovation, the brand connects with young consumers, positioning beverages as a lifestyle choice.

With an understated orange logo and attention to detail, GUOZI CO. has made a lasting impression. How does this brand maintain its innovation in the competitive beverage sector? From unique bottle designs to optimized supply chains, its practices provide valuable insights for the industry. Let's explore its innovative journey.

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.

As Tmall's food and beverage growth slows in 2024, fresh beverages defy the trend with 50%+ growth, driven by HPP (High Pressure Processing) technology. RUGUO leverages HPP to overcome niche limitations, with its HPP Rose Lychee Juice leading the fruit-flower fusion trend and showcasing the commercial power of tech-driven agricultural innovation.

For fresh juice, regional origins are both an advantage and a constraint. How can HPP expand niche flavors to a broader market? How can brands balance uniqueness with standardization in product development? Beyond fruits, what new possibilities can HPP unlock in vegetables, flowers, and beyond?

In 2024, while the overall growth of China's dairy industry slowed down, the low-temperature yogurt category showed a strong growth trend. In this highly competitive sector, Junlebao's "Jianchun" series has bucked the trend and become a focus of the industry. Junlebao's success can be attributed to its deep focus on functional innovation: Jianchun's core selling points are "0 sucrose and low GI," and its functionality has been validated through clinical research; Yuexianhuo, on the other hand, has leveraged innovative instant pasteurization technology to preserve the fresh milk taste and nutritional value while meeting consumer demand for high-quality dairy products, consistently topping the low-temperature dairy sales chart. Faced with consumers' increasingly upgraded health demands, how can Junlebao continue to break through with functional research? How can functional innovation drive the upgrading of the dairy industry? What possibilities lie ahead for functional dairy products in the future?

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.

As consumer demand for health-conscious, high-quality products grows, the food and beverage industry faces both rapid transformation and fierce competition. In China, the sugar-free tea market surged 110% in 2023 (Nielsen), yet brands struggle with price wars and homogeneity. Meanwhile, global expansion is accelerating, but breaking into mainstream overseas markets remains a challenge.

Leading brands have successfully navigated these shifts through innovation: Calbee revived its potato sticks with a unique texture, achieving a V-shaped sales rebound; Kirin Nama-cha sold 100M+ units in seven weeks via brand revitalization; Meiji turned bitter chocolate into a hit by leveraging the "cocoa polyphenol" concept; Fruit Ripe disrupted the market by integrating into convenience store channels……

This dialogue gathers global industry leaders to explore:

· Product innovation: How to create products that truly resonate with consumers?

· Brand longevity: How to build enduring competitive advantages?

· Global expansion: How to move beyond exports and establish a lasting presence?

By examining case studies and industry trends, this discussion will uncover strategies for sustained growth in an evolving market.

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 the global dairy industry undergoes rapid transformation, Chinese dairy enterprises are actively expanding overseas to compete on the world stage. As the leading dairy company in China, Yili Group has been making significant moves in international markets, demonstrating its ambition to build a global dairy ecosystem.

In this session, Mr. Ke Xu, Vice President of Yili Group, will share Yili’s strategic insights and practical experiences in overseas market expansion and development.

Against the backdrop of geopolitical shifts and increasing market fragmentation, Chinese companies are moving from “product export” to “capital export” in their globalization journey. However, post-merger challenges—brand integration, cultural alignment, and supply chain restructuring—remain significant hurdles. Compared to global giants like Nestlé, Coca-Cola, PepsiCo and Mondelēz, who have honed their “capital + operations” dual-engine capabilities through a century of M&A, how can companies avoid the trap of peaking at acquisition? How can they turn acquisitions into sustainable growth engines instead of financial burdens?

This dialogue will focus on:

• The difference in M&A logic between Chinese and Western companies

• The "soft barriers" to successful integration

• Unpacking the hidden methodology of cultural compatibility and talent retention

• New rules in a shifting geopolitical landscape

• The possibilities for a uniquely Chinese answer

In 2014, while still a sophomore in college, Zhengxuan Xing began his entrepreneurial journey by tapping into the rising wave of content creation on WeChat. This early move laid the groundwork for a content-first business mindset. By 2019, sensing major shifts in platform dynamics, he quickly pivoted with his team to Douyin (TikTok China), where he dominated the sweet potato vertical, ranking No.1 in sales for two consecutive years (2020–2021).

At the end of 2021, Zhengxuan made a bold leap into the pre-packaged food industry. His brand Yeren Riji rapidly delivered multiple blockbuster products with over ten million units sold—among them, Konjac Oat Chicken Breast Dumplings, Buckwheat Buns, and Low-fat Meat Swallows. By 2024, the brand had surpassed ¥300 million in annual revenue, with its konjac dumplings becoming the best-selling product nationwide. The brand also expanded offline, launching a notable co-branded line with Yuanji Yun Jiao.

From content to commerce, from online traffic to offline expansion, each shift demanded sharp strategic foresight and robust execution from the leaders behind the brand. Zhengxuan Xing will candidly share how he led Yeren Riji through multiple reinventions, how he translated content logic into brand strength, and how these transformations shaped both the business and his personal leadership journey.

DHA, a core component for brain health, accounts for 3.7% of the overall market share. Affected by declining birth rates and severe product homogenization, the brain health category saw a growth rate of -5.9% in 2024. The DHA market urgently requires product innovation or dosage form upgrades.

With over 20 years of OEM experience in infant and child health, Yichao Health has accumulated extensive expertise in producing DHA algal oil. In 2024, the company launched new products: DHA algal oil pudding candy and a liquid drink series. Supported by proprietary invention patents and third-party absorption rate data, these products enhance differentiation and competitiveness, empowering brand partners to create new growth drivers in the brain health market.

Fermented TCM ingredients are emerging as a new hotspot in the food and beverage industry, with a promising market outlook and increasing industry attention.

Qingdao Kangmaichen has been deeply engaged in the field of fermented TCM for over a decade, mastering core technologies, holding proprietary strains, and developing health products to pharmaceutical standards. The company adopts an industry-unique benchmark—measuring success by a twofold enhancement in efficacy post-fermentation—and has completed three randomized, double-blind, placebo-controlled clinical trials involving 240 participants, validating product efficacy and safety. In May 2024, Kangmaichen assisted a major corporation in launching a liver health product, which achieved over 80 million RMB in sales within its first year. The company is now a key supplier of fermented TCM ingredients and products to multiple publicly listed companies.

Leveraging its extensive research experience, Kangmaichen will explore in this session how bio-transformation through fermentation can drive innovation in TCM, unlock new opportunities in this niche sector, and provide high-quality, scientifically backed, and highly effective ingredient and product solutions.

Ten years ago, Feng Yiduo left her job as a graphic designer at an ad agency to become a full-time mom. What began as a simple wish to bake a unique birthday cake for her daughter soon blossomed into a journey of artistic exploration—one that fuses food with fine art.

Today, Feng is known for her hyperrealistic cakes that mimic everyday objects like hairy crabs, ribbonfish, and watermelons, as well as delicate potted plants like pine bonsai and lilies of the valley. She even recreated the elaborate "Nine Dragons and Nine Phoenixes" crown of Empress Dowager Xiaoduan—an edible tribute to Chinese history and craftsmanship. Her works are astonishing in their lifelike detail, blurring the boundaries between art and pastry.

How does one blend design thinking into the delicate world of baking? What inner journey did Feng undertake to evolve from a designer to an artist who sculpts wonder out of flour and fondant? This is a story of creativity, transformation, and the power of reimagining tradition.

The growth path of Songxianxian has not been smooth, encountering numerous setbacks and challenges. In 2021, founder Zihan Yi sold her property and raised 20 million yuan to collaborate with several MCN agencies for live-streaming sales. However, due to the agencies' failure to fulfill their obligations, the company was on the brink of collapse. Faced with this adversity, Zihan Yi personally led the team and directly collaborated with influencers to rebuild sales channels. Through relentless efforts, by 2023, Songxianxian ranked first in the seasoning category on Douyin, the chicken essence category on Tmall, and the chicken essence category on JD.com, with annual sales surpassing 800 million yuan.

However, with the increase in similar products in the market and intensifying competition, Songxianxian began facing even more challenges: How to maintain its leading position in the fierce market competition? How to continuously innovate and meet the ever-changing demands of consumers? In this session, Zihan Yi will deeply explore the strategies of "self-rescue" employed by Songxianxian through these setbacks, as well as her thoughts and growth as a business leader when facing challenges.

How can food flavorings go beyond providing characteristic aromas to offer additional functionalities? Pan-Asia leverages big data-driven intelligent analysis tools to explore the extended effects of aroma molecules with sensory functions. This enables applications such as color preservation, anti-microbial properties, and taste modulation in food, aligning with the "clean label" trend in the health-conscious market. By doing so, Pan-Asia provides food and beverage companies with more innovative and high-quality solutions.

At the FBIF2024 forum, Mr. Hu captivated the audience with his extensive experience in overseas expansion and engaging storytelling. In recent years, numerous enterprises have established international business departments, actively venturing into overseas markets, marking a new milestone for Chinese fast-moving consumer goods (FMCG) brands going global. Mr. Hu stands out as one of the first senior executives to personally engage in this endeavor. By conducting on-site market research, directly liaising with local businesses, experimenting with various market entry strategies, and recruiting local teams for operations, he has accumulated a wealth of hands-on experience.

In this Foodtalks live interview, we will delve into Mr. Hu's practical experiences in formulating and executing globalization strategies, sharing insights and strategies for overseas market expansion. Our goal is to assist more business leaders and practitioners in navigating the path of globalization with greater stability and success.

In recent years, China’s food and beverage industry has experienced rapid growth and structural transformation, emerging as a significant force in the global market. With evolving consumer preferences and a rising focus on health-conscious choices, Chinese brands specializing in tea-based beverages, functional foods, and specialty snacks have gained traction both domestically and internationally, showcasing the unique appeal of Chinese culinary culture.

However, in an era of global economic integration, Chinese F&B brands face new challenges in their international expansion. Cultural barriers, strict market entry regulations, fierce global competition, and varying food safety standards all pose significant hurdles. As these challenges continue to shape the global landscape, it is crucial to explore breakthrough strategies and collaborative solutions that will drive the sustainable internationalization of Chinese brands.

The "Breaking Barriers & Winning Together: A New Era for Chinese Food & Beverage Brands Going Global" roundtable will bring together industry leaders to analyze the current landscape, exchange insights, and chart new paths for Chinese brands to thrive on the global stage.

While the title "entrepreneur" may not be particularly fashionable, a cross-industry serial entrepreneur who also engages in paragliding certainly stands out.

Fabio Wang began his entrepreneurial journey in 1994. In 1997, he founded the Kangnuo Dairy Factory in Handan, Hebei, pioneering home delivery of milk boxes in China. During breaks from entrepreneurship, he immersed himself in paragliding, representing China in international competitions and maintaining top national rankings for several years. However, his adventurous spirit didn't stop there. In 2020, Wang invested 240 million yuan to build a fully automated dairy factory and established the premium yogurt brand Oarmilk.

In this session, Fabio Wang will share his personal experiences as a serial entrepreneur and discuss how he has consistently broken new ground across different fields, achieving multiple significant milestones in his life.

In the new consumer era, the development of Chinese-style light health drinks is unstoppable. As a pioneer in this field, Keyang has accumulated rich experience and successfully transitioned from B2B to B2C. This session will focus on the practical cases of Keyang's full-ecological layout, with an emphasis on strategies and results in channel development and expansion. In the domestic market, Keyang has achieved rapid brand penetration through online e-commerce platforms, WeChat ecosystem, and offline channels like Costco. In the international market, Keyang is actively expanding, promoting Chinese-style light health drinks globally. 

Through these practical cases, Keyang has summarized a full-chain growth methodology suitable for the new consumer era, aiming to provide valuable insights and references for industry peers.

The approach of 90s-born second-generation entrepreneurs in taking over family businesses has markedly evolved from that of the previous generation. They are no longer confined to traditional channels but are leveraging social media and building their own brand momentum to connect with the market and streamline operations more agilely.

Eric, a second-generation leader at Jiale Dairy, once embraced a 'lying flat' attitude. However, a chance event led him to post a video on Xiaohongshu, unexpectedly unlocking significant business opportunities. Today, he has successfully introduced Jiale Dairy's products into major channels such as Hema, Aldi, and ReQi Bingdian, achieving annual single-product sales in the tens of millions and marking his transformation from 'second-generation heir' to 'top salesperson'.

This success is not solely due to the empowerment of social media but also stems from Jiale Dairy's meticulous refinement of its single-farm model. How does the company ensure consistent product output through comprehensive industry chain control? How can social platforms highlight the value of premium milk sources? Eric's journey exemplifies how the new generation of entrepreneurs is redefining business through innovative models.

What challenges do regional specialty products face when building a brand? How can we integrate unique local culture with modern design to amplify the beauty of a place—again and again?

Pufine Design has drawn inspiration from nature and culture to build memorable regional brands: from the natural form of the lotus root in their creation of Honghu Lotus Root Wine; to the joyful scenes of tea-picking and dancing in their “ethnic pop” Youyang Camellia Oil; and even mapping grape leaves into a 3D topography for the Pazhu Ice Wine.

These designs tightly link local products to their land, culture, and people—amplifying the unique charm of regional goods and giving them a stronger emotional and cultural resonance.