/PRZWT/ As the decorated floats carrying the New Year candy coating of Xufuji slowly passed through Lujiazui, Oriental Pearl Tower, Yu Garden, the International Architecture Cluster... the parade staff gently handed out a piece of "New Year candy" from the car windows. Along the way, the pedestrians who stopped to watch all reached out their hands, happily accepting this flowing sweetness - many people's cameras had already captured this urban scene and the warm interaction. This vivid scene of "candy passing through the car window", along with the brilliant night sky, instantly illuminated the wechat Moments of Shanghainese people, marking a warm and modern sweet start for the New Year's candy float parade of Hsu Fu Chi in this city.
Such a sweet scene full of local characteristics is also unfolding in various forms along the routes of Xufeiji's New Year candy float parade. Since January 1st, it has set off from Beijing and Shenyang on two routes. This New Year candy float parade, themed "Xufeiji invites all people to eat 100 million candies", lasts for 39 days and covers 18 cities across the country. It is traveling along the east and west routes into different urban areas, integrating "the flavor of the New Year" and "good fortune" into the New Year memories of each place, and accompanying people to enjoy a sweet New Year.
Not just "adding sugar", three major dimensions of improvement have launched the grand tour across the country
As the iconic Spring Festival marketing IP of the brand, the "Xufei Ji invites all the people to eat 100 million candies" float parade event has undergone a comprehensive upgrade this year. It has systematically constructed the brand's moat from three dimensions: "length, depth, and breadth". This 39-day nationwide parade is creating new records for the brand's Spring Festival marketing.
First, there is the extension in length. This year's float parade has evolved from a regional flash mob to a nationwide journey running from east to west, aiming to enable more people to experience this flowing festive atmosphere right in their own hometowns.
The next aspect is deep integration. Through "delicate sugar distribution" to convey feelings. The route of the tour was meticulously planned, passing by various city landmarks, commercial cores, and sections containing the character "Fu"; at the same time, a new offline "sugar distribution at popular attractions" activity was added. Staff dressed in Tang costumes entered well-known scenic spots such as the Great Wall of Beijing, the Summer Palace, and the Daming City of Xi'an, distributing sugar and bestowing blessings to passersby, allowing consumers to not only enjoy the sweetness but also immerse themselves in the unique charm of regional traditional culture.
Finally, there is an upgrade in breadth. Xufeiji has embraced emerging channels such as e-commerce and instant retail, collaborating with leading platforms like JD, Meituan, PuPa Supermarket, and DingDong Maicai. In some sessions, they have carried out interactive cooperation. During the on-site activities, consumers can place orders immediately and have them delivered to their homes, enhancing the interactive nature and precisely meeting the immediate purchasing needs.
Through these "three-dimensional upgrades", the New Year candy float parade of Xufei Ji has evolved from a mere brand event into a comprehensive Spring Festival cultural IP that embodies tradition, brings joy, and connects emotions.
The New Year candy float made a sweet "tour" across Shanghai, bringing the Shanghai-style New Year atmosphere to the Bund area.
In front of the huge rotating New Year candy cover device of Xu Fuji, people reached out their hands and directly grabbed the touchable sweetness from the voluminous and full candy tray. Whenever someone held up a palm full of colorful candies, there would be a chorus of cheers with a Shanghai dialect accent around: "Oh, your luck is amazing!" This candy-picking activity full of childlike innocence and playful fun was the most heartwarming opening of Xu Fuji's New Year candy float "tour of Shanghai".
On January 17th, the New Year Candy Parade's Shanghai leg began at the Jiangnan Square of the Guojiguan Center in North Pudong. The giant float was parked along the Huangpu River, with its body shaped like a large New Year candy jar, facing the skyscrapers of Lujiazui across the river, creating a sweet dialogue spanning time and space. The float was like a "mobile candy museum", attracting passers-by to stop and watch. The interactive area was filled with citizens and tourists, jointly stepping into this modern Spring Festival scene tailored for Shanghai.
On the side, there was a game area for the New Year candy jar ring-toss. The colorful rings formed arcs, and what was caught was not just candies, but also the continuous shouts of Shanghai dialect cheers and the friendly laughter among neighbors. Everyone's anticipation converged at the exact moment, gathering at that grand "Pudong Candy Shower". When the colorful candies fell from the sky, the smiling faces turned upward and the outstretched hands caught this joy that belonged to the entire city and was without any barriers.
There was always a steady stream of people in front of the giant real-person New Year candy grab machine. After the participants took out their "trophy" items, many of them would happily put them into a fortune bag and take a photo with their companions, or turn around to share the joy and techniques with the eager new friends beside them, allowing the joy of the harvest to be continuously passed on through interaction.
Xufuji uses the creative interaction of "immersive + strong interaction" to transform the "yearly atmosphere" from a memory symbol into a high-concentration experience that the public can personally participate in, take away, and share. It becomes an emotional bond connecting reunion, surprise, and joy. This "mobile feast" that combines Chinese aesthetics and immersive experience has added a bright new year color to the local area and provided an innovative model for traditional festival marketing.
From "sugar" to "gifts", creating the benchmark of Chinese New Year sweets
As a thousand-year-old capital that embodies the grandeur of the Tang Dynasty, the streets and alleys of Xi'an are filled with the elegant charm of history. The Daming Night City vividly presents this era of prosperity. And the "Tang" clothing-style candy wrappers specially created by Xufuji for the New Year perfectly echo this rich heritage.
Behind the float parade is Xufejie's unwavering pursuit of product innovation. This time, the main character is the star product of Xufejie's New Year series - the New Year candy bucket.
Xufujie is not just a "sugar" for the New Year, but also a "Tang" for the New Year! This New Year sugar bucket is inspired by the culture of the Tang Dynasty and takes Chinese traditional aesthetics to a new height! The outer packaging incorporates elements from famous Tang Dynasty paintings, and the newly designed horse pattern on the waistband symbolizes "success at first attempt", presenting the auspicious meaning of the festival. The sugar coating is based on the characteristics of Tang Dynasty clothing, and the flowing silk sugar coating fully displays the elegance of the Tang Dynasty. When consumers open the New Year sugar, they can't help but exclaim, "These sugars are so beautiful!"
Just being beautiful is not enough. Xufei Ji has also carefully curated the product lineup of New Year candies. There are soft candies loved by children, crispy candies preferred by elders, cotton candies favored by young people, as well as new flavors like dried fruit soft candies, all aiming to meet the taste preferences of family members of different age groups.
Xufeiji's classic product, Shuxin Sugar, has also undergone a technological innovation this year. With a unique ratio of nuts (such as peanuts, sesame seeds, and cashews) and sugar, combined with the traditional craftsmanship of sugar pulling, the number of layers has increased from 64 to 128. The texture is even more crispy, dissolves in the mouth, and leaves a lingering fragrance, making it a classic series that is always in high demand and rarely sold out.
In addition, Xufeiji has also carried out a strategic upgrade for the gift boxes. The classic "Family Gathering" series has strengthened the visual association of family reunion, becoming an emotional bond for families; the new "Dragon and Horse Bestowing Blessings" series is designed with a new Chinese style aesthetic, making it a new year gift option that combines practicality with collectability, providing consumers with a more ritualistic carrier for New Year blessings.
This sweet journey across mountains and rivers eventually not only reached the streets and alleys of 18 cities, but also merged into the collective memories of millions of people about "the New Year". Xufejie presented a flowing feast, releasing the "Fuk" culture from the sugar jars, allowing it to leap in the laughter of "grabbing sugar", float in the golden rain of "sugar scattering", and settle on every carefully designed contemporary Chinese candy. What this feast left behind is not only the sweetness of one billion candies, but also the authentic New Year flavor permeated in the moments of gathering.
