The Current Landscape: "Healthy Snacks", "Emotional Value", and "Self-Indulgence Consumption" have become the mainstream of consumption trends. Consumer loyalty to brands is closely linked to product quality and cultural elements, driving the rise of numerous IP-related niche markets.

Yanjin Puzi has recently been proactive in product innovation and strategic planning, announcing Lin Yi as the brand ambassador and securing licenses for popular IPs including Sanrio, Universal Pictures, Nainlong, and Pokémon. Through collaborations with these renowned IPs, Yanjin Puzi not only drives diversified innovation at the product end but also executes in-depth marketing across channels to enhance its youthful brand image and attract a younger demographic.

01 PART. ONE  Ideal Snacks for an Ideal Life

With the improvement of consumption levels and heightened health awareness, healthy food has become a common focus for casual food enterprises. Konjac jelly, known for its healthy, low-fat, and low-calorie properties, has entered a "golden age" of development—evolving from a niche product to a mainstream trend in the snack market.

Konjac, also known as Amorphophallus, has a long history of cultivation and consumption in China. However, the concept and technology of konjac jelly originated in Japan, where it gained significant popularity and triggered a "konjac craze" before being introduced to China after the millennium.

In late 2022, Yanjin Puzi launched the sub-brand "Konjac Full Score" jelly, leveraging consumer trend insights. By adding konjac powder to traditional jelly, the product is rich in dietary fiber and trace elements, promoting gastrointestinal motility, enhancing satiety, and offering superior health benefits. With zero fat, calories, sugar, and pigments, it caters to guilt-free snacking needs, earning the reputation of a "fat-burning artifact". Additionally, featuring over 30% fruit juice content—far exceeding industry peers—it offers both sweet and salty flavors with a natural, refreshing taste. Since its launch, the product has attracted a large cohort of young, health-conscious consumers, emerging as a new growth driver.

"Konjac Full Score" is a sub-brand under Yanjin Puzi dedicated to konjac snack research, showcasing unlimited growth potential. Currently, the manufacturing division has established 7 automated konjac production lines with 168 filling machines, achieving an annual output value of nearly 500 million yuan. Equipped with top-tier industry technology, the konjac jelly production facilities—including main equipment, energy systems, and control systems—incorporate cutting-edge technologies with "reserved interfaces" for continuous upgrades. Through ongoing technical reforms and digital transformations, the production lines maintain leading industry standards in processes and performance.

Li Jing, Marketing Director of Yanjin Puzi's Sweet Products Division, stated that the company aims to leverage konjac's advantages to provide consumers with "ideal snacks" using premium ingredients. "Ideal Snacks, Konjac Full Score" embodies a philosophy of pursuing an ideal life through ideal dietary choices.

02 PART. TWO  Collaborating with Sanrio: Creative Innovations

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Yanjin Puzi's collaboration with Sanrio capitalizes on the rapid development of the IP economy, providing a boost to both product sales and brand marketing.

In February 2024, "Konjac Full Score" partnered with the Sanrio family for the first time, featuring popular cartoon characters like Kuromi and Hello Kitty on product packaging. Sanrio Paradise-themed jellies, including new launches such as "Kuromi Co-branded Suckable Jelly" and "Cinnamoroll Co-branded Yogurt-flavored Suckable Jelly", have become summer snack blockbusters among young consumers. In Yanjin Puzi's flagship food store, the top three best-selling products are all Sanrio co-branded suckable jellies, with single-item sales exceeding 6,000 units.

Kuromi, a charismatic anti-hero from the Japanese anime Magical Melody, balances a tough, rebellious exterior with a gentle, sweet interior—a contrast that resonates strongly with young audiences.

Since its creation in 1974, Hello Kitty has gained global popularity, particularly among young women and girls, becoming a cultural symbol of femininity and cuteness.

CBNData's online snack consumption report indicates that women account for nearly 65% of online snack purchases, with post-95 women showing higher per capita consumption growth than other age groups. This highlights Yanjin Puzi's strategic focus on appealing to female consumers through the Sanrio collaboration, aligning with konjac jelly's user profile of young women seeking delicious, aesthetically pleasing snacks. High-quality IPs carry inherent traffic, and integrating cute characters with products effectively drives sales.

Beyond female consumers, children and fitness enthusiasts focused on body management are key demographics for konjac jelly. The product has firmly established itself in the children's snack market by combining fun and safety.

After over two years of development, "Konjac Full Score" has expanded its product matrix to include konjac jelly, CICI jelly, pudding, bulk packaging, and fixed-quantity packaging (small commodities, mass packaging, large-scale festival editions). The small commodity and mass packaging feature lace-shaped designs with the lively Kuromi IP, creating a visually adorable experience that enhances the product's emotional value.

In April, Yanjin Puzi's "Konjac Full Score" will launch a large-scale fixed-quantity product "Small Schoolbag" in collaboration with Sanrio, targeting campus scenarios for children. This initiative aims to upgrade marketing strategies, strengthen brand positioning, and expand into broader market segments.

Yang Linguang, Secretary of the Party Committee and Executive Vice President of Yanjin Puzi, emphasized that the company actively promotes a "category brand" strategy, adhering to a "tree-planting" philosophy of focusing on one category for 2-3 years. As one of the six core categories, "Konjac Full Score" has established a strong presence among young consumers through precise product positioning. The company aims to deliver multi-dimensional premium experiences through continuous product innovation and channel penetration, striving to become a defining brand in its category and drive new consumption trends.