Over 40 years of reform and opening-up, many enterprises have achieved significant development rooted in China and grown into pillars of their industries, such as the well-known FMCG brand Master Kong. This year marks Master Kong's 30th anniversary. For 30 years, Master Kong has adhered to its development direction and continuously improved its development philosophy. In recent years, it has become a partner of China's aerospace program, even using aerospace to empower its brand for five consecutive years, focusing on a cause seemingly unrelated to the food industry. What changes has this five-year aerospace cooperation brought to Master Kong, and what new gains has it achieved? Image source: Internet 01****Implementing ESG Concepts: Aerospace Helps Enhance Brand Value As one of China's well-known food enterprises, Master Kong began its aerospace science popularization journey as early as 2017. At that time, many found it hard to understand why a food company would invest so much effort in aerospace science popularization. What was the reason for doing something that seemed unprofitable? However, when we look at Master Kong's five years of persistent promotion of aerospace science popularization, the logic is often embedded in the timeline. Master Kong is a well-known food enterprise with long-term brand influence. After years of development, it has gained a strong market advantage in its main business. However, from Master Kong's efforts, it is evident that its development goals are no longer solely profit-oriented but have incorporated the more socially valuable ESG concepts as key to its development. For example, the greatest value of aerospace science popularization is to plant a seed in everyone, especially children who deeply participate. By establishing aerospace concepts in children's minds and stimulating their interest in aerospace during the most critical period of mental development, it can potentially drive children to understand aerospace and strive for the aerospace cause. On the other hand, for the Master Kong brand, aerospace can effectively bind Master Kong with concepts such as technology and the nation, truly establishing Master Kong's tech-savvy corporate image and the brand's national sentiment. 02****Benchmarking Aerospace to Expand Product Advantages If striving for aerospace science popularization is the overall direction, then in specific tasks, Master Kong is continuously deepening its implementation of "aerospace quality" and "aerospace spirit": Using product strength to always benchmark aerospace quality. Aerospace requires that every astronaut can eat safely and securely, so shelf life must be over 6 months. These stringent requirements are also among the standards Master Kong benchmarks against. Over the years, Master Kong has introduced cutting-edge aerospace food technology to continuously improve food safety system control; invested 500 million yuan to build an innovation R&D and food safety research center, and established a professional team of 3,000 people for food safety and quality control; invested 300 million yuan to build an FD freeze-drying factory, applying advanced aerospace technology to preserve the nutrition of vegetables and meat. Using innovation to continuously drive product upgrades. Another characteristic of aerospace is innovation. Master Kong has always required itself to innovate continuously, launching new products to enhance market advantages. Since 2018, Master Kong has sought breakthroughs in the premium noodle segment, launching "Soup Master" and "Suda Noodle House." To meet the health and multi-flavor needs of new consumer groups, it has launched new products such as "Tomato Egg Beef Noodles" and "Gan Mian Hui," which have received praise from many consumers. 03****Aerospace Empowerment: Finding the Common Force of Long-term Trust Under the corporate social responsibility system of supporting the aerospace industry, Master Kong's overall market advantages have continued to improve: On one hand, after fully benchmarking aerospace standards, Master Kong's quality and food safety management have reached a new level. Whether viewed from aerospace standards or from the consumer's perspective, in an era where food safety awareness is increasingly clear, "trust" is becoming a force. When you are away from home and unsure which food is safe, a warm bowl of Master Kong instant noodles is undoubtedly the best choice; when you don't want to cook at home and browse delivery platforms, a bowl of instant noodles is not only safe and healthy but also satisfies different taste buds. Years of consistent adherence to quality and cooperation with aerospace have made Master Kong one of the most trusted consumer products; On the other hand, in this rapidly changing market, Master Kong accompanies consumers' growth, development, and life as a "friend." Master Kong not only grows with consumers but also helps them "realize their aerospace dreams" through active support for the aerospace industry and a series of public welfare activities. This makes people from the 70s, 80s, and the Y-generation and Z-generation (90s and 00s) willing to accept it, even regard it as a "partner" growing with them. This may be the power of trust. The safety image brought by aerospace quality continuously boosts consumer confidence, which is the result of years of accumulation. During the Shanghai epidemic this year, when my community collected instant noodles for volunteers, Master Kong was almost everyone's unanimous choice. This is the power of trust formed by long-term branding. Perhaps without much advertising, Master Kong uses a subtle force to make the brand more vivid, products more powerful, and everyone feel safer and more trusting. Trust is undoubtedly the most critical element behind aerospace science popularization, product innovation, and brand reshaping. This is also the core logic behind Master Kong's long-term commitment to aerospace science popularization. Therefore, building a brand is not easy, and revitalizing a brand through continuous development is even more difficult. And using continuous innovation and development to maintain consumer trust is even harder. Doing difficult but correct things is what Master Kong has always insisted on.