Junfei Appears at Unilever Global Sharing Conference: Uncover the Cultural Resonance and anime Wave of Generation Z IP Marketing

On the international stage of the Unilever Global Sharing Conference, Junfei was honored to be a guest speaker and discuss the new trends of Generation Z consumption with top global brand decision-makers. The atmosphere of on-site communication was lively, and our insights into China's Generation Z and innovative cases of IP marketing sparked strong interest among the attendees. Especially in the sample display segment, guests from various countries actively interacted and paid high attention to creative products derived from IP. The on-site communication and collision generated many wonderful sparks.

(On site sharing session)

Cultural echoes sweep across the consumer battlefield

In the wave of nostalgia born in the post pandemic era, the new Chinese aesthetic has reached the top of the trend.

Junfei decoded the trend with phenomenal cases: Menglong borrowed the "the Year of the Loong Totem" gene, together with the master of Beijing Intangible Cultural Heritage to reproduce the Qing Dynasty dragon robes, and 999 pure gold dragon pattern gifts landed at the Spring Festival Gala to ignite popular debate; Jinfang delves deep into the classic scenes of "Empresses in the Palace" and launches the "Goose Pear Tent Fragrance" laundry beads, allowing young people to experience the palace fragrance in their daily laundry.

(On site case sharing)

As the speech pointed out, 'New Chinese style is not simply retro, but rather a recombination of traditional aesthetic genes into a modern sense of ritual.'. Contemporary young people are willing to pay for new Chinese style content and products that are creative, profound, and rich in heritage.

What is even more noteworthy is the "20-year-old degeneration phenomenon" -35% of KFC toy set meal buyers are actually people aged 19-29, which confirms the deep need of Generation Z to rebuild their inner security through children's toys.

(Sharing data on the market for small toys with meals)

At the same time, we have found that not only are retro ready to eat toys leading the trend, but classic IPs are also the new darlings of Generation Z. When older children consume classic IPs, it feels like they can return to that carefree and happy childhood.

(Sharing gifts combined with classic IP)

Anime Economic Reconstruction Consumption Law

The ACGN industry, which was once a subculture, has exploded to a scale of 221.9 billion yuan in China by 2023. The rich variety of anime and animation content has also kept the ACGN industry thriving.

(ACGN IP Trends)

Junfei's on-site disassembly: Ke Yan's cooperation with the phenomenal game Genshin Impact has launched a limited gift box of "Buy 1, Give 14", which contains character luggage tags, Acrylic tags and other peripherals, transforming skin care products into emotional collections; KFC's "Love and Deep Space" uses badge paper carved lights to create an immersive experience of "dining with a virtual boyfriend"; DQ has also transformed the magic wand from the anime "The Lost Lilian" into a massage hammer, allowing fans to hold "magic" to relieve fatigue.

(ACGN gift sharing)

These cases can confirm the core insight of Junfei: "On the basis of its practical functions, the anime gift design has become an emotional carrier connecting virtual and reality".

Finally, we would like to express our sincere gratitude to Unilever for their kind invitation, which has given us the opportunity to stand on this international platform and engage in in-depth exchanges and intellectual collisions with outstanding individuals.

(On site communication and exchange between Junfei and Unilever brand attendees)

This sharing session is not only a sharing of viewpoints, but also a valuable learning and enlightenment. We deeply feel the innovative vitality of the IP industry and the infinite charm of the Unilever brand. Looking forward to more opportunities for communication and cooperation in the future, working together to witness more possibilities in the field of IP marketing. We also wish Unilever a a new chapter in its brand journey and create more exciting brand moments!