On May 29, Be&Cheery and JD Supermarket jointly held the "Shining Beijing Flavors, Discovering the Charm of Be&Cheery" spring new product launch event, unveiling a powerful lineup of four hit products: the Capybara snack gift set, Angus steak crisps, the "One Fruit" series, and canned mixed nuts with black truffle flavor. This launch event not only showcased the brand’s comprehensive product portfolio but also marked a strategic milestone in the deepened collaboration between the two brands as they jointly explore and expand the healthy snack market.

Product innovation: Use differentiation to anchor young minds.

Among the new products recently launched by Be&Cheery, the capybara snack gift box has been particularly popular. The brand precisely captured the cute and endearing online image of the capybara and its appeal to young people’s need for emotional relief, transforming it from an emoji into a tangible snack gift box. This allows consumers to move from merely “watching the IP” to “actively engaging in emotional resonance,” breaking the traditional functional boundaries of snacks and turning IP traffic into consumer-driven momentum.

The crispy Angus steak showcases Be&Cheery’s forward-looking strategy in the healthy snack market. Addressing the conflicting needs of young people—who crave delicious snacks yet worry about gaining weight—the product highlights its core selling points: high protein and low calorie. At the launch event, a “fitness blind box challenge” was set up, featuring scenario-based designs that allow consumers to experience health firsthand. This approach enables consumers to intuitively grasp the product’s attributes through entertainment, precisely catering to young consumers’ dual focus on weight management and taste preferences.

As Wang Ming, Chief Sales Officer of Be&Cheery, stated: “Since its inception, Be&Cheery has been committed to the mission of ‘enabling more people to enjoy safe and healthy food.’ We’ve persevered through thick and thin, and today we’ve established a solid foothold in the leisure snack industry. Our success stems from our relentless pursuit of quality, our unwavering efforts in innovation, and our keen insight into consumer needs—qualities that have earned us the love and trust of countless consumers. Throughout our journey, we’ve been deeply indebted to the support of every single consumer, as well as the strong backing of our numerous partners.”

Strong alliance, Use collaboration to break homogenization.

Be&Cheery and JD Supermarket jointly held this press conference, reflecting both parties' precise insight into market trends and their deep consideration of resource complementarity.

As a leading e-commerce platform, JD Supermarket has built its core competitive advantage through a precise traffic distribution system. Its platform DNA—characterized by "genuine product guarantees and efficient logistics"—resonates deeply with Be&Cheery's product philosophy of "natural, authentic flavors." Meanwhile, Be&Cheery, with years of R&D experience in the snack food sector, injects differentiated momentum into JD Health's snack food portfolio.

Notably, both parties skillfully integrated the advantages of “scenario-based marketing” into their event design. For instance, during the “Dynamic Planet Big Screen” interactive segment, JD executives held “snack detectors” and scanned the planet’s surface, symbolizing the platform’s ability to select high-quality products from around the globe. Meanwhile, the addition of Wang Xingyue, Be&Cheery’s brand ambassador and “Interstellar Flavor Finder,” leveraged celebrity influence to tap into the fan economy, achieving two-way traffic generation—exposure in the public domain and viral growth within private domains.

In recent years, Be&Cheery has continuously intensified its youth-oriented strategy, achieving a comprehensive revitalization—from products to experiences—through diversified activities. With a dual-narrative approach centered on childlike fun and health, the brand has downplayed traditional promotional tactics, breaking through existing audience boundaries. Through immersive interactions such as the "Planet Blind Box Treasure Hunt," Be&Cheery has awakened consumers' childhood memories and strengthened their emotional connection with the brand. Simultaneously, the campaign launched multiple topics on various social platforms, including #MySnackPlanet# and #CanYouBelieveIt—theSteakCrispProteinChallenge#, leveraging user-generated content to enrich brand equity and extend the campaign's lifespan.

At a time when the snack food industry is caught in homogeneous competition, Be&Cheery is making a strong push with a combination of product innovation, scenario-based experiences, and platform collaboration, breaking free from the constraints of traditional marketing. This multi-dimensional, empowering collaborative model not only disrupts the industry's conventional development path but also provides a highly valuable blueprint for future entrants, guiding the snack food industry toward higher-level innovation and collaboration.