--- title: "Master Kong Iced Black Tea's Summer Theme Song Released, Joining Forces with Virtual Idol from Chinese Animation 'Left Hand Layup' to Ignite This Summer!" description: "Recently, Master Kong Iced Black Tea and the Chinese animation 'Left Hand Layup' released their summer single 'Live Like a Summer', with the related video landing on Bilibili's 'Fruit 'Burn' Happy Camp'. The youthful, upbeat music and the energetic performance of the first virtual idol captured the attention of many young people on Bilibili who love Chinese animation and basketball culture, sparking a summer 'burn' trend." author: "Amy" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2021-06-25" language: "en" canonical: "https://xinjignxiao.com/en/articles/master-kong-iced-black-tea-s-summer-theme-song-released-joining-forces-w-e749ad07/" markdown: "https://xinjignxiao.com/en/articles/master-kong-iced-black-tea-s-summer-theme-song-released-joining-forces-w-e749ad07.md" original_source: "https://mp.weixin.qq.com/s/6Fwe1zwCmc3ERU-6370czg" translation: "https://xinjignxiao.com/zh/articles/%E5%BA%B7%E5%B8%88%E5%82%85%E5%86%B0%E7%BA%A2%E8%8C%B6%E5%A4%8F%E6%97%A5%E4%B8%BB%E9%A2%98%E6%9B%B2%E6%96%B0%E9%B2%9C%E5%87%BA%E7%82%89-%E4%B8%8E%E5%9B%BD%E6%BC%AB-%E5%B7%A6%E6%89%8B%E4%B8%8A%E7%AF%AE-%E8%99%9A%E6%8B%9F%E5%81%B6%E5%83%8F%E6%90%BA%E6%89%8B%E5%BC%95%E7%88%86%E4%BB%8A%E5%A4%8F-e749ad07.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/master-kong-iced-black-tea-s-summer-theme-song-released-joining-forces-w-e749ad07/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Master Kong Iced Black Tea's Summer Theme Song Released, Joining Forces with Virtual Idol from Chinese Animation 'Left Hand Layup' to Ignite This Summer! > Recently, Master Kong Iced Black Tea and the Chinese animation 'Left Hand Layup' released their summer single 'Live Like a Summer', with the related video landing on Bilibili's 'Fruit 'Burn' Happy Camp'. The youthful, upbeat music and the energetic performance of the first virtual idol captured the attention of many young people on Bilibili who love Chinese animation and basketball culture, sparking a summer 'burn' trend. Recently, Master Kong Iced Black Tea and the Chinese animation "Left Hand Layup" released their summer single "Live Like a Summer", with the related video landing on Bilibili's "Fruit 'Burn' Happy Camp". The youthful, upbeat music and the energetic performance of the first virtual idol captured the attention of many young people on Bilibili who love Chinese animation and basketball culture, sparking a summer "burn" trend. **Creating "Burn" Scenes, Summer Tropical Flavor Makes a Powerful Debut** This summer, Master Kong Iced Black Tea's "burn power" has soared again. Following the inspiring "burn" song "A Fire in Winter" at the beginning of the new year, Master Kong Iced Black Tea has now shifted its "burn" scene to summer, creating a youthful single "Live Like a Summer" around the summer tropical flavor. Although both express "burn", the difference is that "A Fire in Winter" was performed by brand ambassador William Chan and China's "burn" representative Meng Meiqi, delivering encouragement and "burn" power to young people striving outside through song and video. In contrast, "Live Like a Summer" switches to a summer scene and uses the virtual idol spokesperson Xu Xingyou, created in collaboration with the Chinese animation "Left Hand Layup", to interpret the song. Xu Xingyou is the celebrity sister of the male protagonist in the Chinese animation "Left Hand Layup". As a virtual idol, her background is not to be underestimated. Her agency, LHL Culture, has built a dedicated content system and independent project operations for her, and has invited well-known domestic music teams to create her personal album, aiming to break into pop culture through hit music. It is understood that Xu Xingyou had many endorsements even before her debut. She is not only the first virtual artist signed by CAA China, a world-renowned sports and entertainment agency, but also successfully signed with Master Kong, becoming the brand ambassador for Master Kong Iced Black Tea Tropical Flavor. Under Xu Xingyou's interpretation, "Live Like a Summer" conveys a strong summer atmosphere and tropical scenery, and evokes the "burn" actions of a group of passionate basketball-loving youths running and competing on the court in the Chinese animation "Left Hand Layup", instantly bringing people back to their school days. It is easy to see that from "A Fire in Winter" to "Live Like a Summer", Master Kong Iced Black Tea has always centered its brand core concept around the word "burn". Whether it's the "burn" in winter scenes of striving and returning home, or the "burn" in summer scenes of campus and basketball, including the "burn" depicted during the Spring Festival through sponsorship of the festival program "Family New Year's Eve Fan" in scenes of reunion and food, Master Kong Iced Black Tea always appears in those moments that make people "burn", accompanying people in all aspects of life. Through the comprehensive creation and dissemination of "burn" scenes, Master Kong Iced Black Tea continuously awakens brand memories and also launches an offensive against the new generation of young people. **Landing on Bilibili for Precise Impact, Directly Engaging Young People** Master Kong Iced Black Tea knows how to target young people. This summer, Master Kong Iced Black Tea Tropical Flavor, along with its first virtual idol spokesperson Xu Xingyou and the new passionate single "Live Like a Summer", landed on Bilibili's #Fruit 'Burn' Happy Camp#, breaking into the two-dimensional culture circle and the hearts of Generation Z. When it comes to being young, Bilibili is second to none. As a cultural community and video platform highly concentrated with China's Generation Z, Bilibili has pushed the niche two-dimensional culture to a central position. According to data from Bilibili's Hong Kong listing prospectus, as of December 2020, users under 35 accounted for over 86% of its user base. Young people have always been a key breakthrough point for FMCG brands. However, many traditional brands have not penetrated Bilibili's gameplay. Traditional advertising placements, if they don't fit into the community, are like talking to a wall on Bilibili, ignored or rejected by young people. Bilibili has its own language system, such as the barrage comments flying across videos and symbols that outsiders can't understand (like "yyds", "ye qing hui", "awsl"), which are necessary to enter the world of young people. As a beverage brand, Master Kong Iced Black Tea found the perfect partner to enter Bilibili's circle. Xu Xingyou came with Master Kong Iced Black Tea. It's worth noting that Bilibili started as a gathering place for anime works and is known as the "first stop for two-dimensional culture". As a virtual idol derived from the Chinese animation "Left Hand Layup", Xu Xingyou naturally enjoys higher recognition and favorability among this group of young people who love anime and basketball culture. Having a virtual idol like Xu Xingyou represent the brand to communicate with these young people is a clever move by Master Kong, maintaining brand attitude while effectively breaking into new circles—killing two birds with one stone. **The Secret to a Memorable Brand: Making Classics Continuously Classic** To be deeply rooted in people's hearts, a brand must first be easy to remember. Through the word "burn", Master Kong Iced Black Tea has formed a distinct brand personality and image, with significant brand recognition. By creating the core brand scene around "burn", Master Kong Iced Black Tea directly conveys to consumers a reason to buy its products. Although it's just a simple word, it guides the execution of various brand marketing activities and is of great significance to the overall brand strategy. Master Kong Iced Black Tea, which accompanied the growth of the post-90s generation, is now also accompanying the youth of the post-95s and post-00s generations. With the constant changes in the consumption environment and consumer groups, how can Master Kong Iced Black Tea, as a national beverage, maintain long-term vitality? I think it is precisely because Master Kong Iced Black Tea not only does not stagnate, but also constantly pays attention to changes in the external environment, thereby maintaining innovation capability and continuously ensuring brand youthfulness through diversified brand strategies. So, the way to keep classics from going out of style is to make classics continuously classic, constantly meeting consumers' ever-changing needs for brands and products. We have seen the breakthroughs and innovations of Master Kong Iced Black Tea, and we look forward to more exciting performances from Master Kong Iced Black Tea in the future. Copy the following Taobao password, open Taobao, and you can purchase Master Kong Iced Black Tea Tropical Flavor: 6.0 hihi:/信mDDkX7ofVx2哈 康师傅饮料冰红茶热带风味冰茶500mlx15瓶装整箱装茶饮料 -END- Are you "watching" me? --- ## 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