---
title: "Consumer's Choice for a Decade: How Master Kong 'Wins' Consumer Mindshare"
description: "Over the past decade, despite dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets. According to Kantar Worldpanel's 2022 Brand Footprint report, Master Kong has been named one of China's top ten most chosen brands for ten consecutive years."
author: "艾川"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-12-08"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/consumer-s-choice-for-a-decade-how-master-kong-wins-consumer-mindshare-65d645f5/"
markdown: "https://xinjignxiao.com/en/articles/consumer-s-choice-for-a-decade-how-master-kong-wins-consumer-mindshare-65d645f5.md"
original_source: "https://mp.weixin.qq.com/s/uMcpKWtLo4q8ChweNfrl_A"
translation: "https://xinjignxiao.com/zh/articles/%E6%B6%88%E8%B4%B9%E8%80%85%E5%8D%81%E5%B9%B4%E4%B9%8B%E9%80%89-%E5%BA%B7%E5%B8%88%E5%82%85%E5%87%AD%E4%BB%80%E4%B9%88-%E4%BF%98%E8%8E%B7-%E6%B6%88%E8%B4%B9%E8%80%85%E5%BF%83%E6%99%BA-65d645f5.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/consumer-s-choice-for-a-decade-how-master-kong-wins-consumer-mindshare-65d645f5/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Consumer's Choice for a Decade: How Master Kong 'Wins' Consumer Mindshare

> Over the past decade, despite dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets. According to Kantar Worldpanel's 2022 Brand Footprint report, Master Kong has been named one of China's top ten most chosen brands for ten consecutive years.

**Introduction:** Over the past decade, despite dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets.

**Special contribution by Ai Chuan** Recently, Kantar Worldpanel released the 2022 Brand Footprint report for the China market. Using Consumer Reach Points as a metric, the report reveals the most chosen and fastest-growing brands across global markets. Among the top three brands, we once again see a familiar name—Master Kong. This marks the tenth consecutive year that Master Kong has been listed among the "Top Ten Most Chosen Brands in China." Over the past decade, despite the dramatic changes in the Chinese market and the rise and fall of brands, Master Kong has maintained its brand resilience and consistently secured a place in consumers' shopping baskets. Recently, Chen Yingrang, CEO of Master Kong Holdings, shared the secrets of Master Kong's success in an exclusive interview.

Image source: Internet

Master Kong's growth path is a benchmark for Chinese FMCG brands. "Why hasn't instant noodles been defeated by food delivery after more than 10 years?" "How can FMCG brands break through under the new normal?" "How can traditional brands stay evergreen?" These hot topics that puzzle Chinese entrepreneurs may find answers in Master Kong's experience.

**Consumer's Choice for a Decade: Rooted in the Sincerity and Care of a Bowl of Noodles**

In fact, the logic of FMCG, especially the food industry, is simple: if the product tastes good and is safe, sales will naturally be high; if the taste is off, no amount of marketing can increase market share. A joint report by Nielsen and Bilibili, "Taste for New Consumers," shows that 69% of consumers are keen to try new products as a life pleasure. **The secret to a brand's longevity is dedication and innovation.** In recent years, Master Kong has focused on product technology innovation, continuously launching diverse products and building a product matrix that is delicious and appealing. Spicy beef noodles and Sichuan pepper beef noodles attract younger demographics, while the innovative tomato and egg beef noodles quickly capture market share. For the premium market, Master Kong has introduced products like Soup Master and Dried Noodle Collection to meet the needs of middle-class consumers seeking upgraded and quality lifestyles. It also offers products in sizes like BIG Bucket and Mini Bucket, allowing consumers to choose according to their consumption scenarios.

Image source: Weibo

If the food industry lacks such a pursuit, it would be like losing its soul, and it would not win consumer favor. Stay true to the original aspiration, and you will achieve your goal. **Master Kong has found its own path to longevity.** As Chen Yingrang, CEO of Master Kong Holdings, said, "As a food and beverage company, consumer needs are our direction. In the future, we will be more dedicated to promoting Chinese culinary culture as our mission, live up to the recognition and expectations of consumers, and continue to provide delicious and suitable products to the public." In fact, a thousand words are condensed into a bowl of noodles. Once you taste that bowl, you naturally understand Master Kong's sincerity and care.

**Change and Constancy Across Eras: Always Standing with Consumers**

Consumers generally report that Master Kong not only offers a rich variety of products but also carries out various consumer reward activities with vigor. Master Kong communicates with consumers in a youthful manner, leveraging full-chain digital empowerment to connect with younger demographics. Its youthfulness is more diverse, reflected not only in product innovation in taste, ingredients, and packaging but also in marketing, with tailored communication strategies for different groups. Master Kong's Sichuan pepper beef noodles partnered with the top domestic anime "Douluo Dalu" for innovative co-branding; Spicy beef noodles collaborated with the game "Peacekeeper Elite" across channels to win over target audiences highly aligned with the brand; Xiangbao Cui teamed up with virtual idol "Luo Tianyi" to integrate into subculture groups as a "two-dimensional enthusiast"; and brand ambassador Zhang Yixing created a custom song to get young people moving.

△ Zhang Yixing music marketing on Douyin (image source: Internet)

Companionship is the longest confession of love. To win the hearts of young people, you must play with them. Chen Yingrang, CEO of Master Kong Holdings, provided a insightful analysis of Master Kong's business philosophy: **"We have always hoped that our products can become a part of consumers' lives."** We strive to use demand-space thinking to design consumption scenarios for individuals from different life stages and different times and spaces, adhering to the original intention of serving all consumers, so that more people can enjoy the deliciousness and joy of Chinese cuisine. Under this philosophy, over the years, **what has changed for Master Kong is product innovation and consumption scenario updates. What remains unchanged is its commitment to traditional cuisine and its consumer-centric promise.**

**Food Safety Social Co-Governance: Preferred Choice is Consumers' Vote of Trust**

Recently, Master Kong's "Care for the Next Generation Food Safety Protection Action" visited more than 20 primary schools in Nanchang. Games like "You Say I Guess," "Spot the Difference," "Food Safety Monopoly," and VR interactions made the children very happy. "Did you know? FD freeze-drying technology is a space food technology and is also used in instant noodle vegetable packets," the children learned a lot about food safety in a relaxed and fun atmosphere.

Image source: Internet

It is not only necessary to ensure product food safety but also to shoulder the social responsibility of cultivating food safety awareness among teenagers. This is precisely the beautiful vision that a leading food company brings to society. **Master Kong has always adopted a "zero tolerance" attitude towards food safety issues, treating them with near-strict rigor.** It has established a whole-process traceable food safety management system from farm to table. It invested 500 million yuan to build an innovative R&D and food safety research center and established a professional team of 1,800 people for food safety and quality control. From managing vegetable bases at the source, creating joint innovation R&D centers, aligning with leading aerospace food safety systems, and using reliable aerospace FD freeze-drying technology, Master Kong continuously explores innovative ways for food safety construction. As Chen Yingrang, CEO of Master Kong Holdings, said: "Based on operational safety and corporate values, with scale, brand, system, talent, and innovation as pillars, we will enhance the brand's core competitiveness for the future. **We will continue to take the promotion of Chinese culinary culture as our responsibility, advocate 'Happy Eating, Better Life,' and strive for high-quality sustainable development.**" Master Kong has left a deep impression on the Chinese people, largely because it aligns with social progress, integrates into society, wins consumer trust with sincerity and care, and becomes a part of consumers' lives. The market has rewarded those who persist; consumers vote with their actions, pushing companies like Master Kong into the top three brands of the decade.

(Note: The cover image shows Chen Yingrang, CEO of Master Kong Holdings, source: Internet)


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671