National candy culture lights up the first China International Candy Season
09/12
2025
The fragrance of osmanthus fills the air as China's candy culture industry writes a new chapter with the official launch of the "China International Candy Season." This event builds a trinity industry festival of "culture + technology + consumption," aiming to create a global benchmark for the candy industry.
Within the Shougang Park, the national brand Madajie Food injects a unique "sweet power" into this ancient industrial site with a touch of "China Red," conveying the unique charm of Chinese candy culture. The national candy brand Madajie plays at the China International Candy Season, using three months of sweet moments to create a new consumption scene that is "cultural, fun, and warm," through intangible cultural heritage techniques, interactive experiences, and health innovations, bringing the public a different new way to play!
Candy upgrades culture and emotional bonds.
In the candy workshop, Madajie's classic handmade crispy candy brings intangible cultural heritage to life. Centered on intangible heritage production techniques, following ancient methods, repeatedly stretched and folded, with every cut and fold, each "golden shrimp" comes vividly alive—the shell's stripes are as fine as real shrimp. The candy is crispy, crunchy, and fragrant, quickly becoming a new favorite in the "national trend." On-site inheritors teach hand-in-hand how to package the shrimp crispy candy; each piece is a slice of culture. Madajie Food allows consumers to experience cultural heritage and calls on the public to pay attention to China's intangible cultural heritage.
In the candy paradise, Madajie's "Air Nougat" themed real claw machine becomes the focus. Its star product, "Air Nougat Candy," attracts consumers eager to experience its cloud-like light texture.
Transforming candy from a consumer product into an emotional bond. Madajie's innovative immersive scenes let consumers savor the brand's craftsmanship through games.
Summit Dialogue: The Path of Chinese Brands Upholding Integrity and Innovation.
In the summit dialogue segment on the leap from "Made in China" to "Chinese Brand," when discussing empowerment in culture and new demands in health, how does Madajie balance between upholding integrity and innovation?
Mr. Ma Likai, President of the Candy Professional Committee of the China Food Industry Association and President of Madajie Group. He said:
This year marks the 40th anniversary of Madajie's founding and is also a microcosm of the reform and opening up of China's private enterprises. Madajie is rooted in Beijing, and our representative product is Beijing Shrimp Crispy Candy. We have made health-oriented improvements and upgrades to this traditional candy. We are now launching crispy candy made with high-oleic peanuts, as consumers pay more attention to the health attributes of raw materials. Also, sugar reduction—our products have reduced sugar by up to 80%. Beyond the physical level, we have also created differentiation in culture and emotion. For example, we have jointly launched a Forbidden City series of candies with the Palace Museum Company, combining our traditional candies with the culture of the Forbidden City, integrating physical and spiritual aspects in packaging, naming, and cultural significance.
Because candy is not just a sweet taste from the past; it is now also an expression of emotion and mood, and possibly an aesthetic enjoyment. Therefore, our traditional products must uphold the classics and our past sentiments while upgrading to meet modern needs and lifestyle changes. We have transformed our candy from a small sweet into an indispensable carrier of healthy and happy living. Our company is actively practicing this.
Warm, fun, and cultural.
With Beijing flavor culture as the base and innovative experiences as the brushstrokes, a consumption scene that is "warm, fun, and cultural" is painted. When consumers feel intangible cultural heritage skills in the fragrance of candy and savor brand craftsmanship through games, "making the world fall in love with China's sweetness" is no longer just a slogan but a cultural practice in progress. In the golden autumn of 2025, China's candy industry, with confidence, will imprint the "world's sweetness" with a Chinese mark.
Zhaoquanying Town, Shunyi District, Beijing, China