During the Spring Festival, the "Every Village Loves This Flavor" festive banquet, jointly created by Kuaishou and Mizone, has kicked off with delightful surprises. Partnering with Gem, representatives of village beauty from across the country, and folk artists, the event features performances of intangible cultural heritage, folk songs and dances, and traditional music. With a night filled with hometown flavors and rich regional characteristics, the event aims to promote the charm of Chinese culture, ignite the festive atmosphere of welcoming the Year of the Dragon, and usher in the new year with harmony and optimism, hand in hand with the audience.
The live broadcast of the gala attracted over 51 million viewers and garnered over 3.4 million likes. In addition to tonight's event, Kuaishou teamed up with Meizijuan around the Chinese New Year to launch a series of rich activities including New Year-themed videos, New Year's PK shows, and interactive short video topics. These activities showcased the talents of "village beauties," featuring cultural performances and traditions, igniting a trend of users sharing their New Year experiences and customs online, thereby helping Meizijuan establish a strong connection with the Chinese New Year scene and traditional flavors, effectively reaching consumers during the festive season.
Prior to the "Every Village Loves This Flavor" gala, Kuaishou and Meizijuan kicked off the "Meizijuan New Year's PK Show," together exploring the essence of New Year flavors and unveiling the Spring Festival blockbuster "Seeking the New Year Flavor in the Village." This invited village representatives from across the country to showcase the unique folk customs and flavors of their hometowns. According to statistics, the New Year blockbuster has surpassed 22 million views.
In the short film, Gem, portraying the village chief of Gem Village, joins hands with the village belles from Jinling Red Flower Village, Quanzhou Crab Village, Guizhou Xiaozhai Village, and Shaanxi Beiyang Village, showcasing the most vibrant New Year atmosphere of each village. Together, they lead everyone to experience the charm of traditional New Year customs such as Qinhuai Lanterns, Quanzhou hairpin flowers, making rice cakes, Qin Opera, and more, allowing everyone to savor the rich New Year flavors from different regions.
After receiving the invitation for the "Meizijian New Year Flavor Show" from Gem, village beauty influencers from 17 provinces and cities across China, including Shaanxi, Anhui, Hunan, and Liaoning, all stepped up to the challenge. They showcased their hometown's unique New Year customs through online live-streaming PK matches. As the village beauties displayed their New Year flair, netizens enthusiastically joined in, voting for their favorites and cheering for their hometowns, further boosting the excitement of the event and the festive atmosphere nationwide.
The three victorious village beauty influencers in the PK show also delivered splendid performances at the "Every Village Loves This Flavor" New Year feast. Among them, Zhejiang's village beauty @PipaDiDi not only presented a pipa solo of "Small Town Story" but also provided amusing answers to traditional New Year questions from elders with songs like "Golden Wind and Jade Dew" and "Ambush from Ten Sides". Henan's village beauty @CaoLanXi【787】performed the song "Hu Guangsheng" and sang a clear-toned excerpt from Yu Opera "Who Says Women Are Inferior to Men", showcasing the charm of her hometown's intangible cultural heritage. Guizhou's village beauty @RomanticDongTribeSevenFairies joined in a joyful chorus of the festive Dong ethnic song "August Wind Blows the Fragrance of Rice", sending New Year blessings to the audience.
Apart from the Village Beauty Talent, folk performers also showcased local characteristic songs such as "Qilan Girl," blending traditional folklore with modern trend culture in the "Awakening Lion Street Dance," and presenting the beauty of China with performances like "Moistening China" featuring the konghou and guzheng. As the finale guest performers of the evening, Gem lit up the atmosphere of the live audience and online viewers with the popular songs "Love's Cha Cha" and "Wild Wolf Disco," instantly igniting the fervor of the village evening and bringing the entire event to a climax.
It's worth mentioning that the "Every Village Loves This Flavor" Gala truly embodies the essence of the traditional Chinese village gala. In terms of the cast, it brings together talented individuals from different regions, showcasing their unique skills and charm. The event took place offline at the renowned "Woodcarving Museum" in Fujian's Shengwu Building. As for the setup, it adopted a combination of performances and dinner, inviting villagers to participate, fostering a joyful atmosphere where everyone gathered to enjoy the gala while sharing a reunion meal, immersing themselves in the festive spirit.
To further evoke the festive atmosphere of the gala, Kwai and [Meizijuan] have jointly launched the #Meizijuan New Year Flavor Showdown, inviting users across the internet to share videos capturing their personal experiences of the New Year festivities. The topic is currently trending hotly across various platforms.
Relying on the deep involvement of popular celebrities, the gathering of national talents showcasing unique specialties, the fusion of diverse regional customs, intense interactive live streaming competitions, and comprehensive coverage of both online and offline resources, Kuaishou not only effectively promotes intangible cultural heritage and local customs during this Spring Festival event, but also drives the local cultural and tourism economy. Furthermore, Kuaishou leverages its integrated marketing advantages in content creation, celebrity influencers, and resource support to convey the concept of "Celebrate the New Year with JDB Herbal Tea, Loved by Every Village" and achieves multi-dimensional breakthroughs in brand exposure, brand impression, and sales conversion in its Spring Festival marketing campaign.
In the Spring Festival of 2024, Kuaishou once again presents a "festive feast," creating a series of creative activities and high-quality content to bring joy and surprises to users during the Year of the Dragon, while also generating new opportunities and highlights for brand marketing.
