On March 20 in Chengdu, at the 112th National Sugar and Wine Products Fair, the casual snack brand Junzai Lazi Tiao wowed the audience with a “spicy revolution.” With its disruptive product innovation and channel strategy, the Junzai brand has emerged as a rising “dark horse” that’s drawing widespread attention in the food industry.
 

Amid the dazzling constellation of exhibitors at this Sugar and Wine Fair, Xinxiangyu Food made a splendid debut with its entire product lineup, undoubtedly delivering a double feast for both the palate and the eyes to the industry. As a company deeply rooted in the food sector for many years, Xinxiangyu not only showcased the revitalized and upgraded versions of its classic product lines but also introduced a variety of flavorful snacks that seamlessly blend tradition with innovation—such as low-sugar, high-fiber cookies crafted with modern health concepts and creative pastries infused with local culinary specialties. Each product has been meticulously refined, aiming to meet consumers’ increasingly diverse needs.
 

The Great Sage has arrived—his presence is like a bolt of lightning streaking across the sky, instantly igniting the entire scene with fervor. There he stands, Junzi, holding in his hand an enormous golden cudgel that gleams brilliantly with golden light and exudes an awe-inspiring grandeur, as if brimming with boundless power. With each swing of Junzi’s arm, the golden cudgel traces dazzling arcs through the air, drawing crowds from outside the venue to stop and gawk in wonder. Everyone’s eyes are riveted on this colossal golden cudgel, unable to look away. Some marvel at its sheer size and splendor, while others can’t help but wonder what mysterious powers it might hold. For a moment, the area outside the venue becomes extraordinarily lively, with people buzzing with excitement, eagerly discussing the cudgel’s origins and intended uses. Meanwhile, Junzi himself seems to have become the very center of attention. Smiling confidently, he proudly displays the golden cudgel in his hands, occasionally interacting with the onlookers and answering their questions. This approachable demeanor only deepens people’s admiration for him. As more and more spectators gather, the scene gradually begins to spiral out of control. Some people start trying to get closer to Junzi, eager to get a better look at this magical cudgel up close. Others, unable to contain their excitement, rush to grab any souvenirs related to the golden cudgel that are available outside the venue. The whole scene descends into chaos—but even amidst the confusion, people’s enthusiasm remains undiminished. The Great Sage’s arrival hasn’t just brought this breathtaking golden cudgel; it has also stirred within everyone a deep-seated yearning for heroes and the power they embody. In this moment, it feels as though each person has transformed into a brave and fearless warrior, joining Junzi in brandishing their own “weapons” and together facing whatever challenges lie ahead.
 

Following the successful conclusion of the Sugar and Wine Fair, Xinxiangyu Food has not slowed down its pace of progress. The company’s senior management quickly assembled the team to conduct a meticulous analysis of the market feedback and data collected during the fair, striving to turn every valuable insight into concrete actions for product iteration and market expansion. They deeply understand that in today’s rapidly evolving consumer landscape, only continuous innovation and close alignment with consumers can ensure their enduring success in the fiercely competitive market. Therefore, Xinxiangyu Food is now intensely preparing for the next round of product R&D initiatives, aiming to bring more innovative food products—integrating technology with tradition, health with deliciousness—to the market, thereby meeting and even anticipating consumers’ new taste expectations. At the same time, the company is stepping up its investment in smart packaging and sustainable development, committed to protecting the environment while providing consumers with a more convenient and reassuring food experience. Taking the brilliant success of this Spring Sugar Fair as its starting point, Xinxiangyu Food is now writing a new chapter in the era of leisure foods—a legendary story all its own.