In 2011, he was appointed General Manager of Beetle Company, where he built the product development and operations system from the ground up, leading a team of nearly 1,000 people and establishing a marketing network with over 100,000 retail terminals.
Since 2017, he has been engaged in the food toy industry and founded the Kakafan brand.
With deep insights into both domestic and international food toy markets, he champions the concept of “integrating play with food”, blending anime IPs with snack products and incorporating engaging elements such as collectible cards and blind boxes. His goal is to create food toy products that deliver high emotional value and exceptional quality-for-price to consumers.
While product stability remains essential, consumers increasingly focus on emotional resonance. Research shows that 64% of consumers now prioritize emotional or 'spiritual' consumption. For instance, Luckin Coffee's collaboration with Black Myth: Wukong sold out its limited-edition merchandise in one hour, generating 1.52 billion topic views and showcasing the young generation's cultural pride. McDonald's engages adults with toys, strengthening emotional ties with the concept of "McDonald's treats you like a kid again." ACGBOX Manta offers a "IP + Snack" mix that combines health and fun, enhancing product value. How can brands use emotional connections to enhance user stickiness and boost brand value?