On the eve of the Chinese New Year of the Dragon, Wan Chai Pier, a brand of General Mills, once again demonstrated its deep understanding of traditional Chinese festival culture, and appeared on the 2024 online Spring Festival Gala Chinese New Year's Eve special program "Assemble!" with an innovative recipe called "Wan Chai Spread Good Luck, Enjoy Reunion with Patterns". "A New Game for the Internet Evening" presents consumers with a ceremonial feast of taste buds and culture during the Spring Festival, allowing Chinese people to taste food and feel the gathering and jubilation of the Spring Festival, while shaping a deep cultural identity and promoting the essence and connotation of traditional culture.
A new year and a new start, Wan Chai has a happy gathering
As the most solid fortress of Chinese culture, Chinese New Year's Eve Dinner hides the terroir, history and deepest cultural roots of various places in the local tastes of all over the world. In Let's Assemble! In the Chinese New Year's Eve dinner session of the live broadcast program of "Internet Evening Opening a New Bureau", the hosts Wang Bingbing and Chang Ting "lived" in a variety of ways, and in just a few minutes, they used Wan Chai tricks to present three novice friendly and good-looking and delicious "good dishes" to all guests, meeting the needs of the new generation of new generation dishes that are worry-free and delicious.
From the sour and jubilant, full and fresh fragrance of the "Dragon Teng Four Seas", to the "wind and water" of "one fishing is satisfactory, the second is fresh and beautiful", soft and glutinous, and the "good luck solitaire" with good luck year after year; Each "hard dish" at Wan Chai Pier not only has an auspicious meaning, but also has a popular name for its "tricky and thoughtful" dishes. Glutinous crystal dumplings with Häagen-Dazs pure ice cream, crisp and juicy three fresh dumplings, tender and delicious shrimp drizzled with sour and mellow golden soup, Wan Chai Pier absorbs the delicious essence of Spring Festival food culture and creates a variety of recipes, breaking through the ordinary cooking method of dumpling dumplings and adding new ideas to the Chinese people's Chinese New Year's Eve dinner menu.
Buy Wan Chai for the Chinese New Year and amaze the whole family
Different from the traditional Chinese New Year's Eve dinner, the kitchen of the Year of the Dragon is becoming one of the main battlefields for young people to "show their talents". Innovation, high-end and a sense of visual ritual have become the key to the pursuit of new kitchen owners. Wan Chai Ferry Pier caters to this trend and co-branded with the Häagen-Dazs brand for the first time in the limited "Wan Chai Pattern Menu" launched during the Chinese New Year, combining delicious flavors and breaking the wall of inspiration to jointly create a popular New Year meal, making the Chinese New Year's Eve dinner simple, delicious, lively and delicious, and easily stunning the whole family.
Among the main ingredients of the recipes, the new "microwave dumplings", which are the main products of Wan Chai Pier, adopt the exclusive microwave water-locking technology that is like freshly cooked, and use the new technological innovation of its own microwave lunch box, which is convenient and delicious to enjoy. The innovative dessert "Bobo" dumplings only need to be boiled and mixed with a simple operation, allowing everyone to become a dessert master and make high-value desserts. These technological breakthroughs have enabled Wan Chai Pier to gain many young fans who live attentively.
In addition, the new menu of Wan Chai Ferry Pier breaks through the traditional cooking barriers, and only needs 3 steps to easily grasp the high-value hard dishes and master the finale desserts, which meets the demands of the younger generation for convenient and fast food. At the end of the year, whether it is the Chinese New Year's Eve dinner for young mothers to show their love for their children; Or urban white-collar workers cook in person and give back to their parents for a reunion meal, Wan Chai Pier has become the best choice for the new generation of New Year's rice cooks.
Creative New Year's flavor, the Year of the Dragon has tricks
With the rise of Chinese people's cultural self-confidence, buying New Year's goods or bringing "New Year's goods back" is no longer regarded as "outdated", and has become a new carrier of "New Year" culture that young people are willing to share and experience. With the further deepening of consumer insight, in addition to innovating the recipes for the Year of the Dragon, Wan Chai Ferry Terminal also launched the "Dragon Fortune" New Year's Lucky Bag and the "Good Luck Solitaire" New Year's Gift Box, which are the icing on the cake for the Year of the Dragon with the new products of the auspicious Lip Gloss, highlighting the taste, taste and related pleasant experience of the product through the "Lip Gloss", realizing the integration of specific emotional values and "auspicious good luck", and lengthening the long-tail effect of the marketing of New Year's goods.
Among them, the "New Year Lucky Bag" of Longxing Universiade brings together the three super popular items of the three Wan Chai piers, featuring contracting three meals for the whole family during the Spring Festival, creating a diversified scene of eating dumplings for Chinese New Year's Eve reunion, eating buns for breakfast on the first day of the new year, eating rice balls on the Lantern Festival, and sharing three meals and four times, which has become a high-profile explosive product in the New Year goods market.
In order to leverage more consumers' purchase interest and reach various platforms where consumers are active, Wan Chai Ferry Terminal is also constantly innovating in New Year marketing, through full-link marketing, and working together on multiple platforms such as Moments, Weibo, Xiaohongshu, Douyin, etc., to achieve full coverage from work to return to hometown during the Spring Festival, and meet the new needs of home-based people during the Spring Festival. Consumers can also purchase the full range of Wan Chai Ferry Pier products from offline supermarkets, convenience stores, and online platforms such as JD.com, Tmall, and Douyin. At the same time, Wan Chai Ferry Terminal also held a series of wonderful Spring Festival activities in major supermarkets across the country, allowing consumers to better experience the creative delicacies of Wan Chai Ferry Terminal through on-site cooking and interactive tasting, so that the Spring Festival of the Year of the Dragon is full of fireworks in the world.
Mr. Su Qiang, President and Managing Director of General Mills China, said: "As the 2024 Chinese New Year arrives, all Chinese will appreciate the importance of connection, identity and belief more than ever. Wan Chai Ferry Terminal adheres to the original intention of 'cooking with heart', integrates classics and creativity, and breaks through the food generation gap through multiple innovations in product power, brand power and channel power, so that more young people can share the abundance and deliciousness when they reunite with their parents during the Spring Festival, creating extraordinary New Year flavors and warm memories that belong to every family. ”