康师傅首届泡面生活节

康师傅泡面生活节

2026年09月19日-2026年09月20日

上海 长宁来福士

项目预告

项目现场

康师傅首届泡面生活节落地上海长宁来福士大草坪，是国民速食品牌突破传统快消营销模式、重构泡面大众认知的创新性场景IP项目。深耕速食赛道多年的康师傅，早已成为大众日常烟火生活的情感符号，本次首创泡面主题生活节，跳出单一产品售卖逻辑，以年轻化、趣味化、场景化的市集形式重塑泡面文化，打破大众对泡面便捷、单一的固有认知，挖掘速食背后的治愈生活美学，具备品牌年轻化焕新、品类价值升级、大众情感共鸣唤醒的重要历史与市场意义，为传统国民快消品牌的线下场景破圈提供优质范本。

本次项目在空间造型与场地制作上贴合都市年轻群体审美，依托户外大草坪开阔自然的基底，打造松弛热闹、充满烟火趣味的沉浸式泡面主题市集。整体空间叙事清晰、分区明确，创新性划分浓人沸腾区、卡人异游区、乐人撒欢区、爽人释压区四大特色主题板块，搭配爽辣夜排挡、纯鲜鸡汤馆、鲜Q剧场、了不起的番茄等九大风格各异的风味体验摊位，场景制作兼顾氛围感、体验感与观赏性，将不同口味、不同产品调性的泡面系列转化为可视化、可互动、可品鉴的沉浸式空间场景，弱化商业营销感，强化休闲逛玩的生活市集氛围。活动期内容丰富多元、参与性极强，现场开放减卡高纤红烧牛肉面、番茄鸡蛋牛肉面、火鸡面等多款新品、经典产品免费试吃，解锁泡面魔改创意吃法，丰富大众对速食口味的认知边界。

同时配套大胃王挑战、盲吃猜味、抓娃娃、扭蛋抽奖等趣味互动游戏，观众可领取专属打卡路书逛展集章，完成社交平台发布即可兑换限定周边，消费积攒康币可抽取主题T恤、野餐垫、文创周边等多重礼品。本次活动特邀艺人卓沅以「减卡局局长」身份空降担任一日店长，开展粉丝互动、主题拍照等环节，进一步拉高活动热度与圈层影响力。从传播营销维度来看，项目以轻松治愈的市集形式重构国民泡面文化，精准触达年轻消费群体，借助明星到场加持、趣味互动玩法、免费品鉴福利与高颜值市集场景，持续激发用户自发打卡、UGC创作与社交扩散，将泡面从日常速食升级为年轻人周末休闲的潮流社交载体，有效传递品牌松弛治愈的烟火生活主张，实现品牌口碑升级、新品种草、圈层破圈与用户粘性提升的完整营销闭环。

Launched on the grand lawn of Shanghai Changning Raffles City, the first Kangshifu Instant Noodle Life Festival serves as a pioneering scenario-based marketing project that subverts the traditional promotion mode of fast-moving consumer goods. As a national iconic instant food brand with profound public emotional accumulation, Kangshifu has long been embedded in ordinary people’s daily life. This inaugural themed carnival breaks the single-product sales logic, reconstructs instant noodle culture through youthful, interesting and life-oriented market scenarios, and upgrades public cognition of traditional instant food.

It carries significant value in brand youth transformation, category cultural empowerment and emotional connection with consumers, setting a benchmark for traditional domestic FMCG brands’ offline scene innovation. In terms of spatial styling and on-site production, the event makes full use of the open outdoor lawn space to build a relaxed, lively and smoke-filled themed market. The venue is scientifically divided into four major themed zones including Boiling Zone, Exploration Zone, Fun Zone and Stress-relief Zone, together with nine characteristic experience booths such as spicy night stalls, pure fresh chicken soup restaurants and themed drama spaces. Exquisitely designed with diverse stylistic layouts, the scene integrates product tonality with immersive market atmosphere, reducing rigid commercial marketing sense and strengthening casual recreational experience.

During the event, multiple classic and new instant noodle flavors including low-calorie high-fiber braised beef noodles, tomato egg noodles and turkey noodles are available for free tasting, with creative modified eating methods to enrich the product experience system. A wealth of interactive games such as big eater challenges, blind taste tests, claw machines and gashapon lottery activities fully activate on-site participation. Visitors can collect stamps with exclusive guide maps and redeem limited peripherals by posting on social platforms, while accumulated event coins can be exchanged for themed T-shirts, picnic mats and cultural gifts. Zhuo Yuan is invited as the one-day store manager of the Low-calorie Bureau to launch fan interaction and themed photo sessions, further boosting public popularity and community influence. Targeting young urban consumers, the project transforms national instant noodles into trendy weekend social carriers through relaxing market gameplay.

High-quality scene atmosphere, rich interactive mechanisms, exclusive star activities and generous welfare incentives stimulate continuous UGC dissemination and cross-circle communication on social platforms. The campaign effectively conveys the brand’s warm and healing life proposition, realizes multi-dimensional marketing effects including new product popularity cultivation, brand temperament upgrading and user stickiness improvement, and forms a complete closed loop of scene empowerment, cultural output and social word-of-mouth communication.

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