May 10, 2025 marks the ninth "China Brand Day." The 2025 World Brand Moganshan Conference was held at the Deqing County International Conference Center in Huzhou City, Zhejiang Province, under the theme "Brands Make the World a Better Place." YangZhangGui was selected as an "Outstanding Typical Case of Chinese Brands" at the conference, thanks to its exceptional innovation, youth-oriented operations, outstanding market performance, and corporate social responsibility. This honor not only highly recognizes YangZhangGui's comprehensive strength but also highlights the innovative vitality and responsible commitment of China's food industry in the global market.
Innovation-Driven: From Category Pioneer to Industry Leader
YangZhangGui has always been guided by innovation, continuously driving industry development. In 2016, it pioneered the "Noodles, Rice Noodles, Egg, and Veggie" category, combining rice noodles, wheat noodles, vegetable packets, and braised eggs to break the single-structure limitation of traditional instant food, addressing consumer pain points such as "not feeling full" and "unbalanced nutrition." Since its launch, YangZhangGui has ranked first in national sales for eight consecutive years, exporting to over 30 countries, including those in Europe, America, and Southeast Asia.
Technological barriers are also a core competitive advantage for YangZhangGui. One of its key technologies was recognized by the Chinese Institute of Food Science and Technology as "internationally advanced and domestically leading." The company led the revision of the "Nutritional Fortification Standard for Instant Noodle Products," adding new indicators to promote healthier industry upgrades. In 2024, it established the "Healthy Instant Food R&D Laboratory" with China Agricultural University to drive innovations such as low-GI formulas and salt-reduction technologies.
Youth-Focused Strategy: Omni-Channel Presence and Co-Creation with Users
Targeting students and junior white-collar workers aged 13–25, YangZhangGui builds a youth-oriented ecosystem based on the philosophy of "engaging with users." The "Four No-Blanks" strategy is accelerating this year, covering over 80% of outlets across 2,900 universities nationwide. Campus managers are invited to co-create products, resulting in hits such as the Chongqing Hot Pot flavor and Henan Hutong Soup flavor, achieved through process restoration and emotional connection.
During the recent Youth Day, YangZhangGui launched the "Unconventional Youth 4.0 – Slightly Crazy Plan," featuring activities like "Squeeze Out Anxiety," "Graffiti Uprising," and "Lucky Draw," allowing young people to release stress. On social media, continuous interaction with consumers has generated a large amount of UGC content. The Chongqing Hot Pot flavor racked up over 16 million views on a single Douyin video, while the "#NoodlesRiceNoodlesEggVeggie" topic has been viewed 1.5 billion times, accurately reaching young consumers.
Responsibility: Sustainable Development and Overseas Market Expansion
YangZhangGui has consistently fulfilled its corporate social responsibilities, including pandemic donations, building a live-streaming base for people with disabilities, helping over 500 disabled individuals achieve home-based employment, and exploring carbon footprint reduction methods. The company remains true to its original mission and shoulders its social responsibilities.
In overseas market expansion, YangZhangGui is deepening its presence in Southeast Asia, with sales in Thailand and Vietnam growing 215% year-on-year. Regional flavors of its signature product were showcased at THAIFEX in Thailand, promoting Chinese cuisine and culture abroad. In 2025, YangZhangGui will launch the "Flavors of the Central Plains" initiative to further introduce local specialty flavors to the world.
Being selected as an "Outstanding Typical Case of Chinese Brands" is a starting point, not an end. In the future, the company will deepen digital transformation, accelerate R&D in healthy technologies, and elevate instant food from "convenience" to "quality," demonstrating the innovative power of Chinese brands to the world.
From category pioneer to industry leader, YangZhangGui feels a great sense of responsibility. Moving forward, it will maintain a spirit of continuous innovation, strive to ensure that "products are content and consumption is communication," and continue to write a new chapter in the high-quality development of Chinese brands through a tripartite model of "technology + culture + responsibility."
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