The choice of purchase channels is deeply intertwined with consumers' lifestyles, while preferences for specific sub-categories reflect the distinct characteristics of different consumer groups. By tracing these signals back from daily consumption habits, we can map purchase scenarios, build a connected insights network, and uncover growth opportunities.

Navigating a complex market? FBIF delivers actionable, full-chain insight:

Grounding in the People-Goods-Scene framework, we clarify China's consumer landscape—helping you identify what's next in a fast-changing market.

As the symbolic "second entrepreneurship" of Master Kong, the "TeBieTe" Fresh Noodle—nine years in the making—became an immediate breakthrough for the long-established giant. With technical innovation that delivers a new level of freshness, a bold premium repositioning, and a viral integrated marketing push, the product sold 3.444 million bowls within three months.

At the same time, Master Kong's broader innovation pipeline is accelerating—from premium upgrades and regional flavors to broth restoration, real-ingredient authenticity, and new consumption scenarios. "TeBieTe" marks not only a redefinition of instant noodle value, but also the beginning of how legacy food giants can evolve toward the next era of eating experiences.

As categories mature, innovation is often limited to packaging or flavor updates, making it difficult to unlock new growth. While many brands see the ceiling ahead, they lack clear ways to break through.

In this session, IDEO will share cases with Master Kong, including "TeBieTe" Fresh Noodle and "Descendants of the Tea", and introduce three key approaches:

① Human-centered insights: Connect real user needs with business goals to create products that truly resonate.

② Define the brand with a flagship product: Establish a clear value proposition and new brand anchor.

③ Think strategically for the long term: Build a portfolio of products and experiences that drive sustained growth.

Today, consumers' expectations go beyond just purchasing a good product; they want to see the brand values and lifestyle the product represents.

According to a joint survey by Rednote and Nielsen, 33% of buyers of emerging food and beverage brands purchase because they "identify with the brand's tone and values, feeling understood by the brand." The demand for "personalized" products also brings higher added value and user loyalty.

The Magnum Ice Cream Company—undoubtedly one of the most significant "emerging companies" of 2025. Just before the split from Unilever, TMICC launched Hydro: ICE, a dairy-free product that not only provides hydration but also delivers Vitamin C, Vitamin B2, and the electrolyte magnesium, while glowing in the dark.


—Why must an ice cream glow in the dark?


The answer to this question reveals the key to their commercial ambition. Product design is a crucial reflection of a company's strategy, and at TMICC, we can see many "bold ideas" that transcend traditional thinking.

In just two years, TangSanLiang, a startup brand, successfully attracted nearly 10 million yuan in angel investment from Challenjer Venture. The revolutionary business model created by TangSanLiang answers two key questions:

1. How can consumers enjoy a good drink at the lowest cost?

The charm of alcohol lies in its "basic need." By radically cutting all additional costs and focusing on the essence of "taste," the brand has reintegrated alcohol into daily life habits.

2. How can a liquor store be opened at the lowest cost?

By creating a warm, accessible consumer experience and offering popular products in small, community-focused gatherings, TangSanLiang has developed a retail model that is completely different from traditional liquor shops.

Nibbo, founded in Shanghai in 2019, is among China's earliest craft chocolate brands. Founder Fan has over a decade of fine-chocolate experience and previously ran a cacao studio in Australia, developing cacao products and sourcing exceptional flavors worldwide for Chinese consumers. In 2025, ten Nibbo bars won 25 awards at the International Chocolate Awards (ICA) World Final and Asia-Pacific competitions, often called the "Oscars of the cacao world."

Committed to Bean-to-Bar, Nibbo creates chocolates that integrate aroma, mouthfeel, texture, and flavor. FBIF invites you to taste its layered, lively single-origin cacao profiles on-site.

Beyond the accolades, Nibbo is advancing flavor innovation that connects global origins with cultural expression—using premium chocolate to evoke local memories. Despite rising popularity, the brand has chosen to slow down, balancing rigorous quality control with efficiency. Through a dual journey of "distinct origins" and "cultural flavors," Nibbo demonstrates how brands can strengthen a sustainable ecosystem via deep origin partnerships, collaborative innovation, and shared value creation. Having defined "China's craft chocolate," Nibbo now seeks to empower the industry, influence global markets, and continue shaping an Eastern flavor narrative.

(Source: Nibbo)

Following the success of "DaMoWang Sesame Sauce Vegetarian Tripes," LiuBiJu, nearing its 600th anniversary, is accelerating innovation with new products like Erba Sauce Milk Tea and Beer. While these may seem trend-driven, they are part of a strategic focus on "Sauce Aroma Flavor."

"Upholding Tradition and Innovating" is a long-term challenge for time-honored brands. LiuBiJu centers on "authentic flavor," transforming its unique craftsmanship into replicable products and growth methods. Its collaboration with Yanjin Puzi has led to monthly sales exceeding 200 million yuan, demonstrating sustained growth rather than fleeting popularity.

This topic explores how LiuBiJu has evolved through inheritance and co-creation, bringing classic flavors into daily life, providing long-term growth for the brand.

With a mature supply chain in place, producing products is easy, but creating products that support long-term brand development is difficult. For non-essential snack and baked goods categories, one key question must be answered: "Why should consumers choose this?"

As one of the few new forces led by designers that have successfully entered the daily market, Super Dessert has deeply explored the vertical niche of nut crisps. By combining market trends, product operations, and brand expression, Super Dessert has developed a unique product development strategy.

From everyday snacks to holiday gifts rooted in national trend culture, how does Super Dessert create a flagship product that excels in taste, nutrition, sound, and marketability? And how does it maximize the brand's aesthetic advantages and emotional empowerment through careful market selection?

As regional flavors gain increasing popularity among consumers, ChuanWaZi has successfully unlocked a 1 billion market with its Sichuan chili sauce, becoming a model of explosive growth in the niche, "small but beautiful" segment. As early as 2018, ChuanWaZi began expanding into overseas markets, and its products are now sold in over 40 countries and regions, including North America, Europe, and Southeast Asia, becoming one of the world’s best-selling condiment brands.

The success of ChuanWaZi chili sauce offers valuable insights into the innovation and expansion of local flavor products:

· How to solidify product strength and strike a balance between regional flavour and mainstream taste?

· How to find sustainable growth breakthroughs through strengthening the supply chain and integrating multiple channels?

· How to build stronger market competitiveness through an interconnected industrial ecosystem?

(Image source: ChuanWaZi)

In 2025, the global nutritional supplements market reached $473.4 billion and is projected to grow to $888.66 billion by 2035. This rapid expansion reflects not only consumers' growing focus on health but also a shift in consumption patterns. Today, consumers' demand for health products is no longer limited to pharmaceuticals or traditional supplements; they are increasingly embracing nutritional supplements in the form of snacks and beverages. How can brands seize this trend to meet consumers' integrated needs for health, convenience, and enjoyment? How can they use innovative product design to break away from the "boring medicine" label, enhancing product appeal and market share?

The food and beverage industry is witnessing the rise of a new wave of 90s-born leaders. This panel invites several 90s-generation brand heads to share their perspectives on:

· Where do they see opportunities in the future consumer market?

· What are the changes and constants for food and beverage brands in the new era?

· How can innovative positioning lead industry trends?

Amidst a slowdown in the global alcohol market, the new drinks segment grew at 6.1% annually from 2015 to 2024. Innovative products, now over 5% of the sector, drove more than $100 billion in sales. This growth is fueled by a shift in young consumers' preferences toward low-ABV, health-focused, experiential, and occasion-based drinking.

Gaosheng Winery exemplifies this shift. Its value wine line leads in repurchases and store sales at Aldi. Co-developed with Hema, its "Goodnight Sip" became a top-selling and most-repurchased new product, sparking 4 million social media impressions. Innovations like mulled wine kits and cocktail packs further blend health with experience.

Through "Counter-Inertia Innovation," Gaosheng tackles two key challenges:

Moving Beyond Novelty: How to embed new drinks into real daily routines?

Reinventing Wine: How to make wine accessible beyond traditional perceptions and occasions?

The ACGN (Anime, Comics, Games and Novels) sector has become one of today’s most representative emerging economic fields, attracting countless brands and businesses. This community is known for its high enthusiasm and loyalty, with many willing to spend heavily on their favorite characters or works. There's even a self-deprecating saying: "The money in ACGN is the easiest to make (or trick)." This reflects the immense potential and business opportunities within the ACGN market.

In the world of ACGN economics, the premium attached to IPs and characters, along with massive traffic, makes this market highly attractive. For brands, the ACGN economy is not just a mysterious realm but a growth pool filled with vast opportunities and challenges.

Have you ever wondered what products today's young people truly love? What kind of creative sparks can emerge when young people’s unique ideas perfectly align with practical needs?

FBIF is the ideal stage for turning creativity into reality. We connect brands with rich resources and young innovators with fresh ideas to explore and lead the next wave of product and brand innovation, creating the next big creative trend!

This Next-gen F&B Innovation Challenge is open to university students. Shortlisted entries will have the opportunity to present their ideas at the FBIF 2026 Product Development Forum, where the most promising innovative proposals will be selected.