Why has the New Year’s goods market, broadcast live by TV stations, gone viral? There’s actually an industry award hidden behind the scene!
02/10
2026
This twelfth lunar month, the festive atmosphere of Beijing was ignited by a unique marketplace. The inaugural New Year Goods Market Carnival, organized by the national brand Madajie Foods, not only drew many residents to the bustling market to stock up on New Year goods, but also attracted cameras from Beijing Television, which broadcast the event live, bringing this lively, vibrant, and uniquely blend of classic and trendy festive ambiance into countless homes.
In the lens, there are children’s smiling faces holding sugar paintings, young people joyfully selecting Chinese-style design gift boxes, and longtime residents’ fondness for Madajie’s classic shrimp pastry.
And beyond the lens, another honor belonging to the brand has also arrived simultaneously—just recently held. 2026 At the Digital Marketing Business Conference “Zhi Niu Er” Awards Ceremony, the nationally renowned Madajie Food won the highly prestigious “Trend Category of the Year Award” for its outstanding leadership in consumer trends.
A marketplace and a grand prize together unveiled the secret behind a national brand’s “reverse growth.”
From “Hustling to the Market” to “Hustling with the Trend”
A triumph of an immersive brand experience
This market, live-streamed by Beijing TV, is far from being a simple merchandise sale. The first annual New Year’s goods carnival hosted by Madajie Foods is a carefully designed immersive experience— a real-life setting where visitors can see, taste, play, and share.
Traditional Folk Culture Performance: The breathtaking dragon-drum and yangge dance performance showcases traditional culture while delighting visitors with an endless stream of joy.
Intangible Cultural Heritage Experience: The Nine-Ring Puzzle challenges your thinking, while skillful hands shaping dough figurines awaken childhood memories. In the interactive experience, audiences can savor the charm of traditional folk customs.
Fun Experience Hall ： The entire process of making intangible cultural heritage shrimp pastry is demonstrated on-site. Visitors can not only watch but also personally experience the fun of wrapping candies, witnessing the passing down of this time-honored craft.
New Year Goods Shopping Area ： Bringing together numerous well-known brands and local delicacies, you can conveniently purchase all your New Year’s treats in one stop, satisfying both your taste buds and festive needs.
Starry Sky Tent Park ： Enjoy fun activities like dice-rolling games and drawing New Year’s lucky fortunes—spreading festive blessings in a lighthearted and playful atmosphere, and lighting up cozy evenings with warmth. 。
This carnival has proven that Madajie not only captures trends but also excels at translating these trends into tangible, consumer-friendly experiences. This is precisely the core reason why it stands out among numerous brands and has won the “Trend Category Annual Award”—it doesn’t just define trends; it brings them to life in a vivid and engaging way.
Being recognized with an industry-leading award is by no means something that can be achieved through fleeting popularity. Behind this recognition lies Madajie’s profound strength—its proactive embrace of change and systematic approach to innovation as a nationally renowned brand. Madajie’s practice offers a valuable model for the entire food industry, especially for the revitalization of traditional brands: In a rapidly evolving consumer market, brands need to strike a balance between “cultural depth” and “contemporary relevance.” They must not only be deeply rooted in consumers’ enduring trust and emotional connections but also possess a keen sense of perception and the courage to innovate continuously, consistently creating trend-setting product categories that lead the market.
This “Trend Category Annual Award for Leading the Way” is a high-level recognition of Madajie’s role as a “co-creator of industry trends.” It signifies that Madajie has evolved from a brand deeply embedded in national memory into a key force capable of defining market direction and driving category upgrades.
A New Year’s goods market that drew crowds from all over, and an esteemed industry award—national brand Madajie Foods used a coordinated online-and-offline event to clearly demonstrate its brand’s dual-track development: on one hand, deeply embedding itself in everyday life and becoming an indispensable part of consumers’ festive celebrations; on the other hand, leading the industry’s cutting edge and redefining future consumption through innovation.
Zhaoquanying Town, Shunyi District, Beijing, China