Double honor! Forty years of dedication—reaching new heights in the 14th Five-Year Plan.
12/07
2025
Be down-to-earth in your character and meticulous in your work. The simple creed established four decades ago by founder Ms. Ma Guimin has now evolved into a weighty industry recognition.
In July 2025, a grand celebration was held at the Capital International Conference Center to commemorate the four-decade journey of Madajie Food Group. Starting from Zhonglian Village in Dingxing County in 1985 and evolving into today's modern food industry group, Madajie’s growth represents a condensed history of China’s private economic development.
Recently, the awards for high-quality development of China's food industry during the 14th Five-Year Plan period were announced, and two prestigious honors went to Madajie Foods. Ms. Ma Guimin, the founder, was awarded the title of "Contributor to High-Quality Development of China's Food Industry during the 14th Five-Year Plan," while her flagship product, "Air Nougat," won the title of "Category Champion for High-Quality Development of China's Food Industry during the 14th Five-Year Plan."
Ms. Ma Guimin: A National Memory That Began with a Single Candy
Ms. Ma Guimin’s entrepreneurial story is a microcosm of the development of China’s leisure candy industry. Decades ago, fueled by her dreams, she stepped into this sweet-filled industry. From her initial workshop to today’s well-known “Madajie” brand, she has always remained committed to the belief that “craftsmanship is key to making high-quality candies.”
It is precisely this dedication that has enabled the Madajie brand to steadily advance in the competitive market. And during a critical period of industry development, with keen insight, Madajie has actively promoted product transformation and modernization of production processes, optimizing formulations and introducing advanced production lines. While preserving the traditional flavors, these efforts have made the candies better suited to contemporary health needs.
Even more commendable is that Ms. Ma Guimin has leveraged the leading enterprise’s role in driving development by establishing production bases, creating job opportunities, and providing training for technical personnel, thereby genuinely boosting local economic growth and fulfilling the company’s social responsibility.
Air Nougat: Redefining a National Classic
In parallel with Ms. Ma Guimin’s individual award, Madajie’s “Air Nougat” has been crowned category champion. How did this product stand out among so many other candies?
Smart Innovation in Channel Deployment
The success of Madajie’s Air Nougat is inseparable from its omni-channel strategy. Offline, it has not only entered major supermarket chains but has also penetrated niche segments such as neighborhood convenience stores. Online, it reaches young consumers through multi-dimensional touchpoints including e-commerce platforms, live-streaming sales, and social media marketing. This “online-offline integration” channel network ensures that this classic product consistently maintains market vitality and freshness.
A uniquely flavored innovative breakthrough
Traditional nougat is made with peanuts and almonds. The protagonist, while Madajie’s Air Nougat boldly innovates while staying true to the classic recipe. Its light and fluffy “air-like” texture breaks away from the conventional stereotype of nougat being hard and chewy. As for flavors, it offers not only refreshing tastes like strawberry and coconut, but also a special Lunar New Year edition. Peachy Golden Orange Air Nougat “and ‘Red-Rouged Little Ginger Air Nougat’,” Unique flavors to meet the consumption needs of different age groups and various scenarios. Not only does it enrich the selection, but it also helps the brand establish a distinct and innovative image in the snack food sector.
More importantly, Madajie Air Nougat has put great effort into "healthification"—reducing sweetness and using healthier ingredients—allowing consumers to enjoy sweetness while reducing their burden. This aligns perfectly with... The Madajie brand consistently upholds the concept of promoting product healthiness.
Two awards, one original aspiration.
Ms. Ma Guimin’s personal honors and the product awards received by Madajie Air Nougat may seem independent, but in reality, they are closely intertwined. It is precisely because of Ma Guimin’s decades-long unwavering dedication to craftsmanship and her pioneering spirit of innovation that the Madajie brand has been able to thrive with renewed vigor in the new era. And the success of Air Nougat serves as the finest testament to this commitment to both tradition and innovation.
From a single candy to a brand, from one individual to an industry benchmark—Ms. Ma Guimin and the Madajie brand have written a chapter of high-quality development in China’s leisure confectionery industry through time and quality. This dual honor during the 14th Five-Year Plan period is not the end but rather the starting point for a new journey. With dedication to craftsmanship driving innovation and quality winning the market, we will inject even more sweetness into the development of China’s food industry.
Zhaoquanying Town, Shunyi District, Beijing, China