---
title: "From \"Refreshing China Burning\" to Winning Young Hearts: How Master Kong Iced Tea Connects with the Youth"
description: "Amid widespread discussions of consumption upgrades and a constant influx of new products disrupting the market, one national classic in the soft drink industry has continued to lead and shape the direction of domestic tea beverages. Launched in 1996, Master Kong Iced Tea has been around for 25 years, accompanying the youth of the post-90s generation through their energetic and hardworking years. Now, a new generation of young consumers is joining, and they still experience the brand's \"Refreshing Burning\" spirit in various scenarios."
author: "New Distribution"
publisher: "New Distribution"
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published: "2021-02-02"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/_3Wg_w5hF2fzBoLdx-89dQ"
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# From "Refreshing China Burning" to Winning Young Hearts: How Master Kong Iced Tea Connects with the Youth

> Amid widespread discussions of consumption upgrades and a constant influx of new products disrupting the market, one national classic in the soft drink industry has continued to lead and shape the direction of domestic tea beverages. Launched in 1996, Master Kong Iced Tea has been around for 25 years, accompanying the youth of the post-90s generation through their energetic and hardworking years. Now, a new generation of young consumers is joining, and they still experience the brand's "Refreshing Burning" spirit in various scenarios.

Amid widespread discussions of consumption upgrades and a constant influx of new products disrupting the market, one national classic in the soft drink industry has continued to lead and shape the direction of domestic tea beverages.
Launched in 1996, Master Kong Iced Tea has been around for 25 years, accompanying the youth of the post-90s generation through their energetic and hardworking years. Now, a new generation of young consumers is joining, and they still experience the brand's **"Refreshing Burning"** spirit in various scenarios.
In 2021, as the traditional Chinese New Year approached, Master Kong Iced Tea stayed true to its original aspiration, conveying brand attitude and warmth to all consumers through a series of practical actions.
I once told a friend that no matter how many new products emerge, Master Kong Iced Tea could sell for at least another decade. My friend replied that he thought it could sell forever! **The unique refreshing and invigorating taste experience that Master Kong Iced Tea brings to consumers is irreplaceable; classics are never defeated by time.**
**-01- Passionate Singing, the Hottest Burning Song Ignites Cross-Circle Interaction**
When it comes to the relationship between consumers and brands, I once read a saying that resonated with me: "**People are never loyal to a brand, but to the part of the brand that is loyal to themselves.** " This perspective is particularly apt for Master Kong Iced Tea's brand-building philosophy.
At the turn of the year, Master Kong Iced Tea is using its unique communication methods to convey the brand spirit of **"Refreshing China Burning"** . On January 17, Master Kong Iced Tea premiered the song "A Fire in Winter" on its official Weibo. The song was performed by brand ambassador William Chan and China Burning Power representative Meng Meiqi, along with other musicians. Through special arrangement and long-form video interpretation, it encourages everyone striving and working hard, and interacts with young people who love singing and self-entertainment via the social platform Quanmin K歌, generating significant shares and spread.
The super-burning song, combined with a lively melody, quickly gained popularity, sparking widespread chorus and influence among young circles. Those who sang or heard the song felt a warmth in their hearts, as if Master Kong Iced Tea were a close friend always by their side.
**Enabling more young people to discover multiple resonant scenarios with iced tea is a form of brand connection. Participation creates memories; products are static, but the product experience endowed by the brand can occur in different scenarios.**
This is why more and more products, beyond crafting the product itself, strengthen content interaction, emotional engagement, and other fun and interesting forms to win over consumers.
For example, Jiang Xiaobai's copywriting bottles and Häagen-Dazs's imaginative and fun packaging—the former triggers emotional resonance, the latter inspires ritualistic experiences. These are all links between products and consumers brought about by participation. Similarly, **Master Kong's hottest New Year song also builds a connection with consumers through the power of music, using the method young people love most.**
**-02- Driving the Fan Economy, Being the Tea Brand That Best Understands Young People**
It's no exaggeration to say that Master Kong Iced Tea is the tea brand that best understands young people, as evidenced by its choice of brand ambassadors and Burning Power representatives.
In May last year, Master Kong Iced Tea officially announced young popular star Kris Wu as its brand ambassador. At that time, Master Kong Iced Tea gained significant attention as a sponsor of the hit variety show "Produce 101." During the broadcast of "Produce Camp 2020," with Kris Wu as the brand ambassador, it captured a wave of traffic.
During this year's **"Refreshing China Burning"** campaign, Master Kong Iced Tea introduced two new all-around young idols, announcing William Chan as brand ambassador and Meng Meiqi as China Burning Power representative. Through their brilliant interpretation of "A Fire in Winter," they drove another wave of youth participation and goodwill.
Why do brands increasingly emphasize the choice of ambassadors? This is closely related to the fan economy. China's entertainment industry has already entered a new idol selection model: **allowing the public to directly participate in selecting idols who can best convert purchasing power. Only when the public personally selects their idols do they feel a sense of participation and identification, and are willing to invest time, energy, and money in them.** What brands need to do is select idols that are created by the fan groups most matching their brand users, because idols chosen by this standard don't require brands to build connections with fans; fans will spontaneously follow brand information daily, actively interact with the brand, and safeguard brand interests. Here, it must be admitted that Master Kong Iced Tea has always had a sharp and accurate eye for selecting partner idols; the influence of the young fan groups driven by Kris Wu, William Chan, and Meng Meiqi is evident.
Including Master Kong Iced Tea's long-term selection of cultural programs has also deeply resonated with young people. During this **"Refreshing China Burning"** campaign, the cultural travel documentary "The Amazing City" co-produced by Master Kong Iced Tea achieved excellent results, marking the first time idol effect boosted the documentary's traffic, gaining both reputation and traffic.
**-03- Creating Festive Atmosphere, Facilitating Multi-Scenario Marketing**
From the hottest burning song "A Fire in Winter" to the most amazing journey in the cultural travel documentary "The Amazing City," to the upcoming "Family Reunion Dinner FAN" in February, Master Kong Iced Tea has pushed the strong festive atmosphere of the Spring Festival to a climax. At the same time, it has integrated the brand into such a festive scenario, interpreting the brand spirit of **"Refreshing China Burning"** from **"small family burning"** to **"big family burning"** .
It is particularly worth mentioning that Master Kong Iced Tea, as a national soft drink brand, keenly perceived the entry point of the Spring Festival scenario. **At a time when more and more young people no longer watch TV, sponsoring the online live broadcast "Family Reunion Dinner FAN" also reflects the brand's increasing shift toward youthfulness and diversification.** It is understood that "Family Reunion Dinner FAN" will be broadcast live on Tencent Video on February 5. This Little New Year's Eve party is not only Tencent Video's first foray into the New Year's Eve market but also a large-scale fan appreciation event.
The party will feature surprise stages from popular Tencent IPs such as "Produce Camp," "The Next," "Actor Please Take Your Place," "Heart Signal," and "Serious Gaga," as well as unexpected cross-IP collaborations.
**From the progressive transmission of Master Kong Iced Tea's "Refreshing China Burning" brand spirit, we can see a national-level product from a major brand actively and deeply participating in the daily lives of young people, with a sincere attitude toward building brand communication and stickiness. It is these day-after-day, year-after-year actions behind the brand that have become the core reason Master Kong Iced Tea continues to be recognized by young people.**
**Summary:**
The tea beverage market has been growing steadily and is now on a massive scale, reaching hundreds of billions. However, as the industry matures, many brands have entered and deepened their presence, and the market environment is undergoing significant changes. Continuously exploring new consumer demands and consolidating consumption scenarios has become key to sustained growth for tea brands.
**As a leading brand in the industry, Master Kong Iced Tea has been continuously practicing self-upgrading and improvement, while actively keeping pace with and participating in the changes of the times. Clear product positioning and diversified marketing will help sustain Master Kong Iced Tea's influence and growth, and will also continue to promote the steady development of China's tea beverage market.**
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