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 Golden Monkey Food, Amos Foods, Want-Want Group 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 you!