National candy culture lights up the inaugural China International Candy Season
10/31
2025
The fragrance of sweet osmanthus fills the air as China's candy culture industry writes a new chapter—officially kicking off the "China International Candy Season." This year's event is designed as a comprehensive industry gathering that integrates "culture, technology, and consumption," aiming to establish itself as a global benchmark for the candy industry. 
Within the Shougang Park, the national brand Madajie Foods has infused this historic industrial site with a unique "sweet power" through a touch of "Chinese red," showcasing the distinctive charm of China's candy culture. The national candy brand Madajie takes center stage at China International Candy Season, We’ll spend three sweet months crafting a new consumer experience that’s "cultured, fun, and warm-hearted." Through intangible cultural heritage techniques, interactive experiences, and health innovations Bringing a fresh new way to play for the public! 
Candy upgrades culture, strengthens emotional bonds
At the candy workshop, Madajie's classic handmade crisp candies bring intangible cultural heritage to life. Rooted in time-honored craftsmanship, these candies are crafted using traditional methods—carefully stretched and repeatedly folded again and again. With each precise cut of the knife, delicate "golden prawns" emerge, their shells intricately striped like real shrimp. Soft, crunchy, and irresistibly fragrant, they’ve quickly become a beloved "national trend sensation." On-site, artisans personally guide visitors on how to beautifully package the prawn-shaped candies—each one a tiny vessel of cultural heritage. Through Madajie Foods, consumers not only savor these exquisite treats but also gain a deeper appreciation for China’s rich intangible cultural legacy, inspiring everyone to celebrate and preserve this invaluable part of our nation’s identity.
In Candy Land, Madajie’s “Air Nougat”-themed life-sized claw machine has become the center of attention. Their star product, the “Air Nougat Candy,” has captivated consumers with its cloud-like, delightfully light texture, prompting everyone to rush in and give it a try.
Transforming candy from a consumer product into an emotional bond. Madajie’s innovative, immersive scenarios allow consumers to savor the brand’s meticulous craftsmanship through gameplay.
High-Level Dialogue: China's Brand Journey of Upholding Integrity and Embracing Innovation
During the segment discussing the journey from "Made in China" to "China Brand," how does Madajie strike the right balance between upholding core values and embracing innovation, especially when addressing new cultural enablers and evolving health-related demands?
Mr. Ma Like, Chairman of the Candy Professional Committee of the China Food Industry Association and President of the Madajie Group Speaking of:
This year marks Madajie Candy's 40th anniversary, making it a microcosm of China's private enterprises during the country's reform and opening-up era. Rooted in Beijing, our flagship product is the Beijing Big Shrimp Crisp—a traditional confectionery that we’ve carefully refined and upgraded to cater to today’s health-conscious consumers. We’re now introducing a new line of crispy candies made with high-oleic acid peanuts, responding to the growing consumer demand for healthier ingredients. Additionally, we’ve achieved an impressive 80% reduction in sugar content compared to our original products. Beyond the physical enhancements, we’ve also focused on creating unique cultural and emotional connections. For instance, we’ve partnered with the Palace Museum’s official brand to launch a special "Forbidden City Collection" of candies—blending our time-honored confections with the rich heritage and elegance of the Forbidden City. This collaboration extends not only to the packaging design but also to the names and symbolic meanings behind each product, seamlessly uniting tradition with modern sensibilities on both a tangible and deeply meaningful level.
Because candy is no longer just a pastime of sweet taste—it has evolved into an expression of emotion and mood, and increasingly, it’s becoming a form of aesthetic enjoyment as well. That’s why our traditional products must not only stay true to their classic roots and preserve the heartfelt nostalgia they’ve always carried, but also embrace modern needs and the shifting lifestyles of today. In this way, we’re transforming our candies from mere treats into essential companions that enhance our healthy, joyful lives. And at our company, we’re actively working to make this vision a reality.
Warm, enjoyable, and culturally rich
With Beijing's cultural essence as its foundation and innovative experiences as its brushstrokes, a vibrant consumer landscape has been painted—one that is warm, delightful, and deeply rooted in culture. As consumers savor the rich aroma of sugar while discovering intangible cultural heritage techniques, or immerse themselves in games that celebrate brand craftsmanship, "making the world fall in love with China's sweetness" is no longer just a slogan—it’s becoming a living cultural practice. This golden autumn of 2025, China's candy industry is confidently stepping onto the global stage, ensuring that "the world's sweetness" carries an unmistakable Chinese imprint.
Zhaoquanying Town, Shunyi District, Beijing, China