The choice of purchase channels is closely related to consumers' lifestyle habits, while preferences for segmented categories reflect the unique characteristics of consumer groups. By tracking these key clues, we can build a panoramic information network to deeply analyze the purchasing behaviors of different groups and uncover potential growth opportunities.

Is the market too vast? Don’t worry, FBIF has already organized the latest full-chain insights for you: Starting from the classic "People, Product, and Place" theory, this report provides an intuitive overview of the current consumption landscape in the Chinese market, helping you precisely identify the next growth point in a rapidly changing market environment.

Five years ago, Wang Yi founded Xiao Huang Xiang and secured angel investment from ZhenFund with just a PowerPoint presentation. His story is simple: a father who wanted to make healthy breakfasts for his child.

From deep cultivation to innovation, how did Xiao Huang Xiang turn the market around and grow rapidly? This topic will unveil the secret to Xiao Huang Xiang's success and explore how to create resilient, great products through innovation and iteration, standing out in a highly competitive industry with the simplest approach.

Since listing in 2015, HBAF (silent "H") became a leading nut brand in South Korea, with its flavored almonds sold in 25 countries. The honey butter flavor alone has sold 200 million packs. In 2024, annual sales reached 109.2 billion KRW (about 565 million RMB). From a 10 billion debt-ridden distributor to a category innovator, how did HBAF succeed?

(Image source: HBAF)

Many star products from e-commerce platforms fall victim to the "internet celebrity curse": once enjoying online benefits, they often plateau when entering offline markets, eventually declining as brand momentum fades.

1. From Online Brand to Omnichannel Brand: How did they break through new channel plateaus to achieve cross-boundary growth?

2. From Bestseller to Product Portfolio: How did product innovation strengthen their business model, ensuring long-term brand competitiveness?

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.

As Tirol Choco approaches its 123rd anniversary, it continues to release over 100 new products each year, maintaining impressive sales of 700 million chocolates annually. Its signature 3x3 cm square shape with multi-layered fillings, paired with fun packaging designs, gives the product limitless creativity.

(Image source: Tirol Choco; Co-op Kobe)

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.

The charm of sparkling goes far beyond its taste and texture; it's in the all-encompassing sensory experience it brings—sight, sound, touch, and even the collision and resonance of emotions. From intense stimulation to soft, smooth bubbles, from rapid bursts to gradual releases, the diverse expressions of sparkling allow it to fit into various scenarios, from self-indulgent parties to delicate wellness rituals. Each sip of sparkling can evoke different emotional responses.

Six years after Chi Forest revolutionized sparkling water in 2019, the 33.8 billion market is seeing an upgrade from "traditional carbonated drinks" to "modern sodas."

Sparkling beverages bring refreshing, delightful tastes, sparking the rise of categories like kefir, kombucha, and alcohol-free beer. "Sparkling+" has become a key logic in food and beverage innovation, with brands like Nongfu Spring, Lemon Republic, and Kuaiji Mountain launching unique sparkling products to attract younger consumers.

Sparkling innovation points to a fresher, more emotional direction in food and beverage. Yet, questions remain:

1. How can we overcome health concerns and dispel the "unhealthy" image?

2. Can sparkling drinks break seasonal limits and find growth in new scenarios?

3. With similar global trends, how can we expand overseas for growth?

Consumer demand for "freshness" is continuously rising, with emerging categories like coconut water, fruit and vegetable juices, and iced cups gaining popularity. These categories, often characterized by high levels of homogeneity, have become a battleground for many companies.

As leading brands with stronger technology and supply chains enter the competition, how can smaller brands break through?

Many traditional food categories are widely available in households but lack a well-known brand. One major issue is that many brands appear outdated compared to modern aesthetics; a deeper problem lies in the lack of standardized production systems.

At the same time, the success of brands like YiMiBa, YanZhongTian, and GuoXiaoFan proves that consumers aren't rejecting traditional agricultural products, but rather seeking these products to evolve with the times.

How can we break the "overlooked" dilemma of traditional processed foods? From supply chain standardization to brand building, how can brands stand out in a chaotic, rapidly growing market and turn category pain points into brand opportunities?

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)

How can a brand maximize its product advantages while deeply embedding itself in consumers' minds?

A smart strategy is to adopt a "supporting role" approach, positioning the product as a complement and expanding its usage scenarios.

In addition to classic Oreos, Belgian brand Biscoff has expanded from coffee companion to spread and collaborated with McDonald's, KitKat, and Holiland on ice cream, biscuits, and cheesecake. Samyang Foods, with its spicy fire noodles, is now the second-largest Korean food company by market value.

By shifting the focus from "category" to "flavor," the brand not only expanded its innovation space but also rejuvenated its product across different settings. Precise market positioning and a focus on product strengths not only amplified brand influence but also created limitless growth potential.

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?

Research shows that over 30% of the new income from Post-Z generations will be spent on trend culture, IP collaborations, and immersive experiences. Today, food and beverage brands no longer just meet functional needs; more and more young people associate them with personal emotions and social identity. Accurately capturing the emotional needs of this generation has become a key challenge for brand success.

Liquid Death, one of the most attuned brands to young people, has reached a $1.4 billion valuation in just six years and attracts 42% of American Gen Z consumers. It doesn’t just sell bottled water, but embodies the concept of "punk wellness"—striking a chord with Gen Z's restless mindset, which is key to its rise.

How can brands create a strong emotional connection with Gen Z through product messaging? Liquid Death's success may offer a vivid example of emotional marketing for all brands.

(Image source: Liquid Death)

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!

[Preset Tracks]

· Brand Reinvention: Innovate and create new offshoots based on a well-known brand, giving it a fresh and exciting appeal.

· Ingredient Reinvention: Design innovative products centered around a specific ingredient, inspiring new imaginations of that ingredient.

· Health and Fun: Create a fun and healthy food product targeted at children aged 4-8.

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.