The Spring Festival, which marks the beginning of all festivals, is the most important traditional holiday. It vividly embodies the cultural beliefs and aspirations of the Chinese nation, becoming a “symbolic ritual and cultural symbol.” As the Spring Festival draws near, the annual “New Year Goods Festival” is upon us, and snack food companies are entering their peak sales season. Among them, Be&Cheery has been cultivating the super New Year goods IP “The Taste of the Year” for 12 consecutive years, with cumulative sales exceeding 100 million boxes. In this year’s New Year Goods Festival, in its nut gift boxes, Be&Cheery is focusing on consumers’ growing demand for health and quality, significantly increasing the proportion of nuts across its entire product line.

In addition, leveraging the 2024 intangible cultural heritage craze, Be&Cheery produced a series of blockbuster advertisements featuring Yingge dance, fish lanterns, and iron-flower performances, bringing these intangible cultural heritage New Year customs to the public’s attention and enabling consumers to experience the traditional New Year flavors from across China.

The Traffic Formula Behind New Year Flavor IPs

Starting from the 2012 Spring Festival, Be&Cheery entered the festive consumption scene by launching New Year’s nut gift boxes. In 2014, Be&Cheery officially launched its “Taste of the Year” New Year’s nut gift boxes, which quickly gained popularity among consumers. By 2015, sales of the “Taste of the Year” series of New Year’s nut gift boxes had exceeded 100 million yuan. Currently, among China’s leading casual snack brands, Be&Cheery is the only one that focuses exclusively on the New Year’s celebration theme.

For this New Year’s Goods Festival, Be&Cheery has chosen the theme “Flavor Every Year, Be&Cheery.” In terms of products, in addition to prominently featuring three series of New Year’s nut gift boxes—“Taste of the Year,” “Nuts as Gifts,” and bulk-packed canned nuts—Be&Cheery has also launched products with varying designs, gift box styles, and contents tailored to different distribution channels.

Based on a deep understanding of Chinese traditional festival culture and humanistic sentiments, Be&Cheery continues to “capture” iconic scenes that embody the spirit of the Chinese New Year. For this year’s New Year Goods Festival, Be&Cheery is highlighting different scenarios with a color palette featuring classic Chinese red paired with high-quality cinnabar red and purplish-red hues, and has differentiated price ranges according to these colors. In terms of packaging, Be&Cheery has introduced a completely new design with more exquisite visuals, enhancing the consumer shopping experience. At the same time, in response to consumers’ needs and preferences for New Year goods, Be&Cheery has expanded its product offerings across low-, mid-, and high-price segments.

According to the introduction, this time Be&Cheery is focusing on "the festive spirit of everyday life," showcasing the flavor of the New Year through traditional customs and the lively atmosphere of small-town life, as well as intangible cultural heritage folk customs from all over China—north, south, east, west, and central regions. Wang Qiang, Chairman and CEO of Hangzhou Haomes Food Co., Ltd., the brand owner of Be&Cheery, revealed that inviting inheritors of intangible cultural heritage to perform this year’s New Year festivities is a tribute to every inheritor who perseveres in both preserving tradition and embracing innovation. Be&Cheery has incorporated these intangible cultural heritage scenes—rich with profound cultural heritage—into its gift-box designs, aiming to create for consumers a shopping experience that is both steeped in festive ambiance and brimming with cultural charm. In doing so, we hope that every customer, while savoring delicious food, can also feel the unique allure of the Chinese nation’s long-standing history.

Notably, as the New Year Goods Festival gains momentum, Be&Cheery has also officially announced its new spokesperson—young male actor Wang Xingyue—further bridging the gap with younger consumers.

Pursuing a breakthrough through “value for money.”

In the snack food industry, “value for money” has become a key focus in recent years. “Value for money” refers to offering products with higher cost-effectiveness by optimizing the cost structure while ensuring product quality, thereby lowering the final retail price.

In Be&Cheery's view, in recent years, consumer demand has been evolving and becoming increasingly segmented, with a greater emphasis on "value for money." Consumers are raising their expectations regarding the quality of leisure snacks, the sourcing of raw materials, flavor innovation, and personalized customization. The desire to treat oneself has become a new driving force behind consumption—especially among younger consumers, who are paying ever more attention to personalization and freshness. For businesses, this presents both challenges and opportunities. Be&Cheery is likewise focused on enhancing "value for money," offering consumers products that better match their tastes.

Buying New Year’s goods—and especially nuts—for the Lunar New Year is almost ingrained in the very fabric of traditional Chinese culture. Among New Year’s gifts, nut snacks have even surpassed baijiu and tea to become the best-selling gift category during the New Year festival. For 12 consecutive years, Be&Cheery has remained committed to its “Taste of the New Year” themed nut gift boxes, aiming to provide consumers with better, healthier snacks during the festive season and create unique memories of the New Year for them.

Meanwhile, focusing on consumers’ growing demand for health and quality, Be&Cheery has significantly increased the proportion of nuts in this year’s New Year gift boxes, featuring more nuts, higher-quality nuts, and nuts offering even better value for money. The “Taste of the Year” series gift boxes—such as the “Traditional Fish Lantern,” “Yongle Palace IP,” and “Natural Creation IP”—have been completely upgraded to 100% nut-based products. In addition, the premium canned product line has undergone raw-material upgrades, incorporating large-sized nuts from the “Authentic Flavor Selection” series.

In addition, the bulk-packed nut gift boxes emphasize “nuts on the coffee table”—a perfect setting for families to gather around and chat about everyday life. The Yunnan summer nuts and Northeast pine nuts featured in these canned nuts are sourced directly from their places of origin, thereby supporting local economies.

Digital and intelligent logistics keep the supply chain flowing smoothly.

In today’s increasingly competitive snack food industry, consumer market demand is trending toward diversification, segmentation, and health-consciousness. Leading companies that possess advantages in products, brands, channels, and supply chains will seize new development opportunities.

As a leading company in China's leisure food industry, Be&Cheery has always regarded product quality as the cornerstone of its business. In terms of quality control, Be&Cheery has established a full-chain food safety management system that includes risk identification and control, a standardized data platform, and enhanced capabilities of its own laboratory—providing robust support for product development and maintenance. Be&Cheery employs equipment such as X-ray machines to carry out precise inspections, effectively keeping the rate of defective seeds below industry standards.

From the perspective of industrial layout, Be&Cheery actively follows the trend of digital transformation in the industry. By increasing investment and optimizing management, it fully leverages digital technologies across all links of the industrial chain—production, sales, and logistics. In terms of raw materials, Be&Cheery adheres to the principle of “global excellence,” proactively establishing long-term partnerships with global origin producers and processors, and tracing the origins of crops and farms. Be&Cheery’s suppliers now span major production regions worldwide, including South Africa, the United States, and Australia. By directly sourcing raw materials from their places of origin, Be&Cheery reduces intermediate links, ensuring product quality, value for money, and efficient inventory turnover.

In terms of its logistics system, Be&Cheery continues to upgrade its logistics infrastructure, building a diversified and modern new logistics network. The company has brought in numerous top-notch domestic and international logistics system developers to create a brand-new, highly automated logistics and delivery system, and has established a domestically advanced, intelligent, integrated warehousing and distribution logistics center. Its supply chain warehouses cover six major regions—East China, South China, Central China, North China, Northeast China, and Southwest China—and rely on ten large warehouses to ensure rapid response. The company’s peak daily shipment volume reaches 1.1 million items, and nearly 90% of orders are delivered within 48 hours.

As 2025 approaches, Be&Cheery will continue to make new plans in the supply chain. Wang Qiang said that in the first half of 2025, Be&Cheery’s Linjiang production base—investing tens of millions of yuan—will begin operations, covering areas such as deep processing of nuts and dried fruits, repackaging, and warehousing and logistics. Recently, Be&Cheery’s operational headquarters also moved into a new building, one entire floor of which is dedicated to a livestreaming base, signaling that Be&Cheery will continue to focus on livestreaming e-commerce. Looking at it from a deeper perspective, this move by Be&Cheery further underscores its determination to deepen its presence in the leisure food industry.