Madajie Collaborates with the Palace Museum's Imperial Gardens to Create a New Model of Cultural Confidence

On June 20, 2025, the national candy brand Madajie Food joined forces with the Palace Museum to host the "Centennial Palace Charm: A Sweet New Chapter" launch event, unveiling three blockbuster product lines.

In an era where cultural confidence has become the core driver of consumer behavior, this collaboration is not just a brand crossover—it has also set a groundbreaking example for the food industry in tapping into culturally driven consumer demand. As Generation Z emerges as the dominant force behind the consumption of "guofeng" and "guochao" IP trends, Madajie precisely targets the young market with its unique approach, combining "intangible cultural heritage techniques, health-focused formulations, and imperial court aesthetics." This initiative offers the industry a vibrant case study of how traditional culture can be modernized and creatively reinterpreted for contemporary audiences.

Upgrading cultural consumption demand

From taste satisfaction to emotional resonance

As the post-95s and post-00s generations become the main force driving "guochao" (national trend) consumption, consumers' demand for candy has shifted from mere taste satisfaction to a comprehensive desire for "health + culture + emotion." Recognizing this trend keenly, Madajie Group positions its collaborative products as "aesthetics you can savor."

Crafted with non-heritage production techniques at its core, these handmade crumbly candies follow ancient methods, undergoing repeated stretching and folding to create delicate, intricate stripes. With a texture as light as falling snow and melting instantly in your mouth, they perfectly recreate the elegant charm of the imperial tea treats described in "Qing Bai Lei Chao"—"crisp yet tender, easily dissolving without sticking to teeth."

The Nougat Series carries forward the time-honored non-material cultural heritage of cereal-based candy-making techniques, innovating with a unique isomaltitol formula that cuts down on sugar without sacrificing flavor. Each piece is generously coated with plump, crunchy nuts, resulting in a chewy, tender, and incredibly smooth texture. This approach not only preserves the classic milky aroma and nutty fragrance of traditional nougat but also significantly reduces its cloying sweetness, making it lighter and more delicately sweet. These products cater to today’s young consumers who prioritize low-sugar, health-conscious options, while also infusing cultural depth into everyday snacks—such as the "Five Mystical Jade Crisp"—which draws inspiration from the dietary wisdom of the *Huangdi Neijing*, the ancient Chinese medical text.

The Sweet Joyful Moments series, meanwhile, will The Book of Rites The "Six Rituals" wedding customs have been seamlessly integrated into modern wedding celebrations, transforming sugar boxes into heartfelt vessels that carry millennia-old blessings—perfectly aligning with the younger generation's dual desire for a sense of ceremony and cultural identity.

Product Innovation

The cross-border integration of pattern storytelling and health technology

The core innovation of this collaborative collection lies in transforming classic Forbidden City motifs into "cultural symbols on the tip of your tongue." Handcrafted cracker packaging draws inspiration from iconic patterns like the "Four Seas Peacefully Rising" wave design and the "Phoenix Dancing Amidst Imperial Purple Clouds," while nougat gift boxes incorporate delicate brushwork elements from the album *Flowers and Birds*. This approach brings ancient cultural designs to life on confectionery wrappers, reimagined through the lens of contemporary design. Speaking at the launch event, a representative from the Forbidden City’s imperial gardens emphasized: "By extending royal culture beyond the walls of the Forbidden City and using taste as a medium to create an immersive cultural experience, we’re forging a fresh path for bringing heritage artifacts to vibrant new life."

On the front of health-oriented transformation, Madajie leverages the policy direction of the "Weight Management Year," precisely addressing the demand for reduced sugar with its xylitol-based formulation, thereby providing the industry with a technical model that delivers "less sugar without sacrificing flavor, and healthier taste without compromising quality."

Industry Resonance

The Modern Interpretation of Traditional Crafts and Exhibition Innovation

At the press conference, Ms. Ma Guimin, the inheritor of both the intangible cultural heritage techniques for crisp candy and nougat, demonstrated the traditional hand-stretching process of crisp candy, sparking a timeless dialogue with the spirit of innovation and preservation embodied by the Forbidden City’s imperial gardens. This "living传承" model of craftsmanship has prompted the industry to rethink the path toward modernizing traditional arts—intangible heritage is no longer just a static exhibit locked away in museums, but rather a vibrant cultural force that can be revitalized through innovative, health-conscious recipes and seamlessly integrated into everyday consumer life.

Ms. Ma Guimin, the inheritor of intangible cultural heritage技艺

The press conference format also disrupted industry norms. Madajie pioneered a "museum-style candy display," seamlessly integrating a replica scroll of "Riverside Scene at Qingming Festival" to evoke an imperial cultural space. Centered around the visual theme of "Chinese Red," the presentation placed the products firmly in the spotlight, creating an immersive tea-time experience reminiscent of a royal court.

Industry Insights

Brand Evolution in an Era of Cultural Confidence

Mr. Ma Likai, President of Madajie Group and initiator of the Forbidden City Palace Garden collaboration project; Ms. Ma Guiqin, Vice President of Supply Chain at Madajie Group and overall leader of the Forbidden City Palace Garden partnership; and Mr. Ding Ting, General Manager of the Forbidden City Palace Garden Cultural Development Co., Ltd., jointly announced at the press conference that the collaboration between Madajie and the Forbidden City Palace Garden provides a replicable methodology for national brands undergoing transformation: Deeply rooted in culture, it leverages the Forbidden City Palace Garden’s unique interpretation and innovative approach to imperial court aesthetics, ensuring that classic patterns not only capture the essence of royal heritage but also resonate with contemporary sensibilities. At the same time, cutting-edge techniques such as freeze-drying and sugar substitutes help lighten the traditional candy experience without compromising flavor. Finally, by crafting immersive experiences like "drawing fortune slips" and interactive sessions featuring intangible cultural heritage crafts, the partnership elevates consumer engagement from mere purchasing behavior into meaningful cultural participation.

The Madajie Candy Forbidden City series is now available across all e-commerce platforms.