好人家超级火锅节（北京朝阳合生汇）

好人家（天味食品）｜好人家超级火锅节——美味番倍，自然有机（有机番茄农场主题快闪）｜2026 年 11 月 7 日–11 月 8 日｜北京 朝阳合生汇

立冬前后是火锅底料一年里最要紧的一段时间，好人家把这段窗口做成了一个可以走进去的场景。这个 2000 年诞生于成都的川味复合调味料品牌，隶属四川天味食品集团（603317），火锅底料一直是它的核心品类；2026 年 9 月 15 日，好人家发布有机鲜番茄火锅底料，拿到中国有机产品认证，原料用的是巴彦淖尔一年一季的有机番茄，番茄制品添加量 80%，不添加防腐剂。这次快闪要推的，就是这款产品。11 月 7 日到 8 日，品牌在北京朝阳合生汇中庭落地「超级火锅节」，主题定为「美味番倍，自然有机」，主场景是一座「有机番茄农场」——不是把产品摆成货架，而是把番茄这个原料长出来的地方搬进商场，让人先看见农场，再看见锅。

空间以番茄红为主色，从主视觉、棚架到陈列台统一在一套色系里。入口是一道红色拱门，门楣上写着「好人家 超级火锅节 有机番茄农场」，把人从商场的动线里直接切进来。场内分成几块：主场景是番茄农场的造景，藤架、番茄果实与农场元素的组合构成拍照面；一侧是试吃区，现场煮有机番茄锅，主打不辣、酸甜口，可免费取用，两天合计准备了超过一千份；另一侧是互动区，设置农场小游戏，参与后可以解锁周边；出口位置是打卡与兑换点，拍照分享后领取番茄主题周边。整个动线走一遍，正好是「看场景—尝产品—玩游戏—拿周边」的顺序。试吃用的锅底就是新上市那款有机鲜番茄，酸甜口、不辣，酸度来自番茄本身而不是调味，这也是它敢在亲子客群面前现场开锅的原因。

这套布置对应的是一份明确的商业任务。对品牌来说，有机番茄火锅底料是这次要推的产品，商场中庭的两天快闪比起货架更能让人记住味道，也把「不辣、亲子友好」这个差异点直接交到目标客群手里；对商场来说，立冬节点需要能带来客流的场内内容——朝阳合生汇位于北京朝阳区西大望路，周边写字楼与住宅密集，周末的家庭客群正好是这档活动的目标；一场可以免费吃、可以拍照、可以带东西走的快闪，填的正是这个周末的中庭档期。打卡与周边兑换则把线下体验导回社交平台，形成二次传播。活动由思贝思（SPACE）提供场地支持。

The days around Lidong, the start of winter in the traditional calendar, are the most important window of the year for hot pot base sales in China. Hao Ren Jia used that window to build something people could walk into. The brand was founded in Chengdu in 2000 and belongs to Sichuan Tianwei Food Group, with hot pot base as its core category. On 15 September 2026 it launched an organic fresh-tomato hot pot base carrying Chinese organic product certification, made from once-a-year organic tomatoes grown in Bayannur, with 80 percent tomato content and no added preservatives. That product is what the pop-up was built to sell. The house also carries China Green Food A-grade certification and a well-known-trademark status at home, and its range runs to more than 100 products across six series, sold in dozens of export markets. On 7 and 8 November the brand took over the atrium of Chaoyang Hopson One in Beijing for a "Super Hot Pot Festival" under the line "Flavour Multiplied, Naturally Organic", and the centrepiece was an organic tomato farm — not a shelf of products, but the place the raw ingredient comes from, rebuilt inside a shopping mall.

Tomato red carried the whole space, from the main visual and the trellis structures to the display counters. A red archway marked the entrance, lettered with the brand name, the festival title and the words organic tomato farm, pulling visitors off the mall concourse and into the set. The floor was divided into zones. The farm set, built from trellises, tomato fruit and farm props, formed the photo surface. A tasting counter ran along one side, cooking organic tomato hot pot on site — mild, sweet and sour, free to guests, with more than a thousand portions prepared across the two days. An activity zone offered small farm games that unlocked merchandise, and the exit held a check-in and redemption point where visitors who posted a photo collected tomato-themed giveaways. Walked end to end, the route reads as look, taste, play, take away. The pot used at the tasting counter was the newly launched organic tomato base, sweet and sour rather than spicy, with the acidity coming from the fruit itself — which is what allowed the brand to cook in front of families with children.

The layout answers a clear commercial brief. For the brand, the organic tomato base is the product being pushed, and two days in a mall atrium make the taste more memorable than a shelf does, while putting the mild, family-friendly positioning directly in front of the audience it is meant for. For the mall, the Lidong weekend needs content that pulls footfall. Chaoyang Hopson One sits on Xidawang Road in Beijing, surrounded by offices and housing, and the weekend family audience is exactly the group this activation was aimed at; a pop-up where visitors can eat for free, take photographs and leave with something fits that slot. The check-in and redemption mechanics push the offline experience back onto social platforms for a second round of reach. Two days is a short run for a set of this size. The weekend timing matters as much as the layout: Lidong falls on a Saturday this year, and a free hot pot lunch is a low-commitment reason for a family to come into the mall and stay for the afternoon. Building a farm scene, a cooking counter, a game area and a redemption point inside a mall atrium means the design has to be read instantly from the concourse, and the route has to work without staff explaining it. The answer here was colour and sequence: one red, four zones, a single direction of travel.

场地供应商：思贝思（SPACE） www.360space.cn

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