---
title: "Master Kong's Royal Feast x Luo Yonghao: A 30th Anniversary Masterstroke That Wins Over the Most Discerning Critics!"
description: "Recently, Master Kong teamed up with Luo Yonghao to shoot a quirky short ad. In the video, Luo transforms into a ravenous monster threatening to destroy the city; human offerings of various delicacies fail, but the appearance of Master Kong's Royal Feast instant noodles finally quells his fury. The exaggerated plot, special effects, and humorous persona led netizens to praise the ad as brilliant. Within less than 90 seconds, the short film spread rapidly across platforms, drawing attention. From an industry perspective, this promotion not only showcases excellent advertising strategy but also represents an effective interaction with consumers from both brand and product angles."
author: "Amy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2022-11-13"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/QulVG9rqaygcelCUYrelWA"
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# Master Kong's Royal Feast x Luo Yonghao: A 30th Anniversary Masterstroke That Wins Over the Most Discerning Critics!

> Recently, Master Kong teamed up with Luo Yonghao to shoot a quirky short ad. In the video, Luo transforms into a ravenous monster threatening to destroy the city; human offerings of various delicacies fail, but the appearance of Master Kong's Royal Feast instant noodles finally quells his fury. The exaggerated plot, special effects, and humorous persona led netizens to praise the ad as brilliant. Within less than 90 seconds, the short film spread rapidly across platforms, drawing attention. From an industry perspective, this promotion not only showcases excellent advertising strategy but also represents an effective interaction with consumers from both brand and product angles.

Recently, Master Kong teamed up with Luo Yonghao to shoot a quirky short ad.
In the video, Luo transforms into a ravenous monster threatening to destroy the city; human offerings of various delicacies fail, but the appearance of Master Kong's Royal Feast instant noodles finally quells his fury. The exaggerated plot, special effects, and humorous persona led netizens to exclaim that Master Kong's ad is truly brilliant.
In less than 90 seconds, the short film quickly spread across platforms, generating buzz. From an industry perspective, this promotion by Master Kong has effectively won over fans, not only as an excellent advertising campaign but also as a meaningful interaction with consumers from both brand and product perspectives.
**01**
**Royal Feast x Luo Yonghao**
**A 30th Anniversary Tribute from Master Kong** This year marks Master Kong's 30th anniversary. Under this impetus, Master Kong launched Royal Feast, a product featuring thick-cut meat, as a tribute, and chose the meticulous Luo Yonghao as brand recommender to shoot a creative ad film. In the ad, Luo's frantic search for "meat" and his hearty eating scenes vividly showcase the product's rich experience, allowing consumers to see and feel it, stimulating their desire to taste. Why did Master Kong choose Luo Yonghao? In 2020, Douyin exclusively signed Luo Yonghao for his live-streaming debut, and he quickly became a top带货 blogger on Douyin. His extreme pursuit of product quality has made "strict selection" and "taste" his signature personal labels. Luo Yonghao's appearance as the brand recommender for Royal Feast signifies the brand's endorsement of his identity, which aligns perfectly with the target audience of Royal Feast. Royal Feast primarily targets emerging white-collar workers and new middle-class consumers. The combination of Royal Feast x Luo Yonghao naturally conveys the product's "discerning" and "responsible" approach to quality. Additionally, from a product benefit standpoint, the interpretation of "big chunks of meat" is memorable. As a tribute product, Master Kong has shown great sincerity. Not only are the packaging and flavors carefully selected—including classic braised beef, slow-cooked tomato beef, and Japanese-style char siu pork bone—but it also includes a cooking pouch with large meat chunks, showcasing real ingredients. In the video, the hungry Luo makes the entire office tremble, and only Royal Feast, with its large thick-cut meat, can easily satisfy his requirement for big meat chunks in noodles. The real meat chunks, combined with advanced fresh-locking packaging, use a youthful and innovative expression to highlight the product's benefits. With a heavyweight guest like Luo Yonghao vividly performing, it better bridges the distance with consumers and enhances their favorability toward the brand. The powerful combination of a major brand and a heavyweight guest ensured the video gained massive attention upon release, with netizen discussions quickly rising.
**02**
**Youth x Innovation**
**Enhanced Interaction with Consumers** Currently, China's instant noodle market remains on an upward trend. The growth points for brands at this stage are, on one hand, strengthening the basic essential nature of the product, and on the other, vigorously promoting product innovation and upgrades to meet the increasing demands of new consumer groups for food quality. In recent years, Master Kong has been strengthening its diversified product portfolio, enriching flavors and specifications to meet consumption upgrade demands. Leveraging the brand's 30th anniversary, launching Royal Feast into the market demonstrates, on one hand, Master Kong's active promotion of products that meet diverse needs and align with personalized consumption habits. On the other hand, in a consumption environment emphasizing convenience and personalization, Master Kong is at the forefront of promoting new products and educating consumers. From a marketing perspective, short video as a medium has seen rapid user growth in recent years, becoming a mainstream form of brand communication that sweeps the industry. Its breadth, depth, and speed allow brands to reach audiences more precisely and efficiently. **Royal Feast stands out with a youthful communication approach, adding extra points to its marketing. Building on Master Kong's brand and channel advantages, the combination of good products, better cost-performance, and innovative promotion has the potential to become another blockbuster product for Master Kong, with significant potential.**
**03**
**Crafting Noodles with Heart**
**Master Kong's 30-Year Commitment Unchanged** Since the birth of the classic braised beef noodles in 1992, Master Kong has almost become synonymous with instant noodles. In product innovation and R&D, Master Kong has consistently kept pace with consumers and followed the trends of the times. For the classic braised beef noodles that embody Chinese flavor, Master Kong has strengthened interaction with younger demographics, enhancing brand favorability, and has launched various specifications such as BIG buckets and mini buckets to meet consumer needs for larger portions and various scenarios. Additionally, with adjustments in China's population structure and accelerated urbanization, **Master Kong continues to promote the development of mid-to-high-end brands, leveraging new product lines to target new consumer groups who prioritize health and personalized consumption needs** , successively launching a series of trend-oriented products that offer better experiences and better meet the demands of the consumption upgrade era. Examples include the newly launched Master Kong tomato and egg beef noodles, which feature a tomato soup pack made from sun-ripened tomatoes from Xinjiang at latitude 40°N; and the Soup Master series, which has launched five products with delicious broths; and this 30th-anniversary tribute, Royal Feast, where every flavor features genuine "big meat chunks." At the same time, to make eating more convenient, Master Kong has incorporated many thoughtful designs. In the packaging of its newly launched dry noodle and mixed noodle products, it uses an innovative patented "drain hole" that allows consumers to drain water easily without burning hands, and the noodles won't fall out during draining. Thirty years of dedication and effort have shown the nation Master Kong's responsibility. It is precisely this attitude of adhering to quality, responsibility, and the corporate value of continuously creating value for consumers that has enabled this national brand to continuously optimize and progress, with a smoother and broader development path. As the saying goes, "Food is the first necessity of the people." According to a statistical analysis report titled "2022-2027 Instant Noodle Industry Risk Investment Trends and Investment and Financing Strategy Guide" published by the China Industrial Research Institute, overall, China's instant noodle production is still in the development stage, with per capita instant noodle consumption ranking 9th in the world. Coupled with new urbanization and rural revitalization, which will promote more coordinated urban-rural and regional development, leading to significant growth in consumer spending power among residents of small and medium-sized cities and emerging towns, driven by trends of population structure adjustment, consumption upgrade, and changing consumption scenarios, the future development opportunities for China's instant noodle industry are particularly promising. Especially for instant noodle brands like Master Kong, which understand the changes of the times, prioritize consumer needs, and continuously innovate with richer flavors, more diverse categories, and more refined segmentation, they will also become another growth inflection point for the instant food industry.


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