Attracting young consumers is key to a brand's sustained influence, but achieving this is no easy task. Most brands rely on flavor innovation, packaging upgrades, and celebrity endorsements for youth-oriented marketing, accumulating rich industry experience. However, under intense market competition, many brands are also exploring new creative ways to resonate with young people. This time, Master Kong used a grand music competition to engage college students through an innovative interest-based communication. Partnering with QQ Music, Communicating with Young People at Zero Distance For years, Master Kong instant noodles have penetrated university campuses, using the campus IP "有面更有YOUNG" (More Than Noodles, More Young) to maintain deep connections with college students. As a campus channel with huge demand for instant noodles, Master Kong has always been the top choice for students. Young people have a natural affinity for music; music provides immense emotional value and is the easiest way to reach people's hearts. Thus, music has become a shortcut for brands to quickly gain new growth among college students, a new marketing approach that resonates with consumer emotions. This year, Master Kong teamed up with QQ Music to co-create the "有面更有YOUNG 校园新声代" (More Than Noodles, More Young: New Campus Voices) university music competition, providing a stage for music-loving young people to showcase themselves, offering an opportunity to fulfill their music dreams, and bringing the brand closer to young people through this competition. When national brand Master Kong and national music app QQ Music joined forces, it served as a strong endorsement for the event, making it easier to attract active participation from college students. On November 26, the finals of the "有面更有YOUNG 校园新声代" university music competition were held in Wuhan. It is understood that the event began in September this year, spanning three months and covering over 2,000 universities, with nearly 20,000 college students registering. Through regional auditions, north-south semifinals, and the national finals, the national champion was ultimately determined. During the event, over 5 million people voted online to support their favorite contestants. During the competition, many contestants expressed that this music competition organized by Master Kong not only helped them realize their music dreams but also gave them a new understanding of the Master Kong brand. After fierce competition, Cheng Kaihong from Chongqing College of Humanities, Science and Technology won the championship of the "有面更有YOUNG 校园新声代" university music competition; Wang Xiancheng from Xi'an Mingde Institute of Technology won second place; and Wu Junhao from Beijing Contemporary Music Academy won third place. They completed the most meaningful performance of their lives on the stage built by Master Kong. Swipe left or right to see more With the successful conclusion of the national finals on November 26, the "有面更有YOUNG 校园新声代" university music competition came to a successful end. College students with musical talent realized their dreams on stage, and Master Kong also won the hearts of young people. While showcasing musical charm, Master Kong did not forget to pass on the charm of Chinese regional culinary culture. Creating an Offline Delicacy Hall, Passing on Chinese Regional Culinary Culture In addition to the exciting music competition, Master Kong also created an offline delicacy hall, displaying over a hundred regional flavors of instant noodles to the audience, who marveled at the rich variety of Master Kong flavors while also experiencing the charm of Chinese regional culinary culture. The on-site delicacy hall gathered specialty flavors from across the country, including Northeast's chicken stewed with mushrooms, Northwest's oil-splashed chili sour soup noodles, East China's shrimp and fish board noodles, Central China's spicy/pepper beef noodles, Southwest's pickled pepper/pepper beef noodles, and South China's shallot and scallion pork rib noodles... By combining the delicacy hall with the "有面更有YOUNG 校园新声代" university music competition, everyone could enjoy good sounds and good tastes simultaneously. At the delicacy hall, young people were impressed by Master Kong's vast product flavor matrix, taking photos, searching for their favorite flavors, and tasting products with chewy texture and amazing flavors. Swipe left or right to see more Master Kong used the delicacy hall to find a topic that resonates with young people, engaging them deeply through this innovative IP youth-oriented communication method. The deeper significance of Master Kong's delicacy hall is to pass on regional food culture and let more young people see China's good tastes. By showcasing regional culinary culture through a rich array of product flavors and expressing it in a youthful way, Master Kong enters the hearts of young people. This satisfies the tastes of consumers in different regions across the north and south, pays tribute to Chinese regional culinary culture, and reflects the brand's social responsibility. From a brand marketing perspective, this event has far-reaching implications for Master Kong. It not only gained more young new traffic but also demonstrated strong product strength to young people, further solidifying Master Kong's brand position in consumers' minds. So how did Master Kong successfully create this event that caused a sensation among university circles? On the Road to Brand Youthfulness, How Master Kong Captures Young People Successful youth-oriented brand marketing often creates value beyond product needs for consumers. Let's break down how Master Kong successfully created a marketing campaign that attracted young people. 1. Partnering with QQ Music to evoke student resonance through a music competition. This time, Master Kong presented the "有面更有YOUNG 校园新声代" university music competition, which resonated with college students. Before this event, Master Kong's "有面更有YOUNG" campus IP had already penetrated the student community, and it was a brand loved by students, so it had strong appeal. With the strong support of QQ Music, it built a music stage with traffic and influence for college students. 2. Satisfying college students' emotional needs and igniting online spread. The "有面更有YOUNG 校园新声代" university music competition was a stage for college students to showcase themselves and realize their music dreams, naturally carrying traffic topics among the student community. It is reported that during this event, Master Kong did not invest in much promotion; instead, students' spontaneous social sharing provided enormous traffic for the competition. Swipe left or right to see more From national auditions to regional advancement to the fight for the national championship, each stage of the topic #十万火急寻找校园新声代 (Urgently Searching for New Campus Voices) carried its own traffic, and supporters of advancing contestants were students from their respective schools. Through the music stage built by Master Kong, these emotions continuously drove the enthusiasm of every participant, thus bringing sustained topics to the brand. 3. Coordination of local companies to create a three-dimensional marketing network. The reason Master Kong was able to successfully hold this music competition covering over 2,000 universities is inseparable from the joint efforts of local companies. They entered over 2,000 university campuses, connecting individual campuses from point to line to surface, weaving a large communication network, winning the hearts of college students and giving young people a deeper understanding of the Master Kong brand. 4. Elevating brand value and using music to pass on Chinese regional culinary culture. In addition to providing a stage for college students to showcase themselves and realize their music dreams, Master Kong also used music to spread Chinese regional culinary culture. At each competition site, the Master Kong delicacy hall presented over 200 flavors covering north-south regional characteristics, making young people marvel at Master Kong's strong product development capabilities and feel shocked by the profound regional culinary culture. Spreading regional culinary culture was the original intention of Master Kong in organizing this event. Successful Brand Marketing Needs to Create Value for Consumers With the conclusion of the "有面更有YOUNG 校园新声代" university music competition, many people saw the creativity and cohesion of the Master Kong team, but the greater significance of this event is that Master Kong created far-reaching industry value for China's instant food industry. It let young people see the perfect combination of instant food and Chinese regional culinary culture, and let consumers see a national brand that is always moving towards youthfulness. It also shows us that brand youthfulness is not a simple slogan, but requires the brand to insightfully understand market demand from the inside out, find precise consumer groups, create an event with emotional value for them, and make friends with young people. In fact, in recent years, brands including Master Kong, BYD, Mixue Bingcheng, and Pepsi have all gotten closer to young people by holding music events and sponsoring music festivals, creating large social stages for young people. But the biggest difference between Master Kong's "有面更有YOUNG 校园新声代" event and other music festivals is that college students are both the audience and participants. More importantly, Master Kong brought young people into the scene of passing on Chinese regional culinary culture through this music feast, allowing young people to see its rich product flavors and also deeply feel the charm of Chinese regional culinary culture. It can be said that Master Kong not only captured the stomachs of young people but also won their hearts, providing a stage for college students to pursue their dreams while also bringing the delicacy hall to more university campuses, interpreting Master Kong's inheritance of regional culinary culture in a youthful way. At the same time, with the support of both, the "有面更有YOUNG" campus IP will be known by more young people. Master Kong, which has always been committed to promoting Chinese culinary culture as its corporate mission, uses youthful methods to let more young consumers feel the confidence of Chinese culinary culture. We believe that Master Kong will bring us more innovative experiences in the future!