太古糖 145 周年｜一点糖・甜味城市漫游

太古糖145周年 一点糖・甜味城市漫游

2026年10月31日-11月30日

上海 南昌路

项目预告

项目传播

项目现场

值太古糖创立 145 周年，品牌落地上海黄浦南昌路历史街区，携手瑞金二路街道开启「一点糖・甜味城市漫游」甜蜜季，以 “一点糖，继续冲” 为核心主张，把源自香港糖厂街的百年甜味记忆，植入梧桐街巷，打造一场分布式、漫步式的街区策展漫游，在城市更新语境下完成品牌文化、社区关怀与商圈活化的融合实践。

项目采用多点散点布局，串联五大街区打卡点位：南昌路沿街设置「一点糖・快闪加油站」，标志性复古蓝白时光糖车、软萌巨型方糖公仔、方糖座椅、复刻糖厂街路牌与打气金句立牌散落于行道树之间，轻量化装置低介入街区原生风貌，随街巷动线自然铺展，打破封闭展馆边界，让打卡偶遇在散步途中发生。主展「甜味城市记忆展」设于茂名南路科学生活馆，叙事分为三大篇章：回溯香港糖厂街与太古村的时代图景，陈列老照片、原版车糖麻包、复古运糖车模型；梳理 145 年糖品演化脉络，从传统车糖、经典防潮方糖到新一代天然代糖，展出历代包装与 vintage 广告；搭配「甜蜜知识大反转」互动装置，以趣味科普回应大众对于糖与健康的疑问，传递理性控糖、适度享甜的生活观。

漫游路线联动街区金咖联盟、少山咖啡等本土独立咖啡馆，推出 145 周年限定金句糖包、联名特调饮品，访客沿着漫游地图打卡集章，即可兑换限定周边、咖啡赠饮，把味觉体验、街区消费与品牌叙事绑定；同步落地邻里关怀计划，面向社区高龄居民送上甜蜜礼盒，延伸品牌温度。活动后期漫游计划继续移步广州，联动来回咖啡延续漫游叙事，将这份松弛的城市甜味持续扩散。

整体跳出传统周年快闪的陈列逻辑，以街区漫游为载体，将百年工业记忆转化为可触摸、可品尝、可散步体验的城市文化内容。依托南昌路独有的老上海烟火与人文气质，平衡历史厚重感与年轻化治愈表达，吸引本地居民、咖啡爱好者、城市漫游博主自发打卡传播，在社交场域持续传递 “生活需要一点甜” 的情绪价值，让太古糖从厨房里的日常配料，成为承载城市温情、连接新旧时光的文化符号。

To mark its 145th anniversary, Taikoo Sugar launched *A Little Sugar · Sweet City Wander* along Nanchang Road, Huangpu, Shanghai, in partnership with Ruijin Second Road Sub-district. Guided by the slogan “A little sugar, keep going”, the campaign brings century-old sweetness memories from Hong Kong’s Tong Chong Street into the plane-tree-lined lane. It delivers a distributed, walkable curatorial experience, weaving brand heritage, community care and neighbourhood revitalisation into the urban renewal narrative. The project unfolds across five scattered checkpoints along the street.

The pop-up “Sugar Boost Station” features an iconic retro blue-and-white sugar truck, plush giant sugar-cube mascots, oversized sugar-cube seating, replica street signs and uplifting quote stands. All installations are lightweight and gently integrated into the original streetscape, removing the boundary of enclosed exhibition spaces and letting visitors stumble across the sweetness while strolling.

Housed in the Science Living Hall on Maoming South Road, the core exhibition *Sweet City Memory Show* unfolds in three chapters: revisiting the story of Hong Kong’s Tong Chong Street and the Taikoo Village community with vintage photos, original sugar sacks and miniature delivery trucks; tracing 145 years of product evolution from raw sugar and moisture-proof cube sugar to natural sweeteners, alongside vintage packaging and classic advertisements; and an interactive “Sweet Myth Buster” station, which answers common questions about sugar and health in an approachable, science-backed way, advocating balanced, mindful enjoyment of sweetness.

The wandering route partners with local independent cafés including Shaoshan Coffee and the Golden Coffee Alliance, rolling out limited-edition printed sugar sachets and signature collaborative drinks. Visitors collect stamps along the map to redeem exclusive merchandise and coffee vouchers, linking taste, local commerce and brand storytelling. Complementary community outreach sends sweet gift boxes to elderly residents, extending warmth beyond commercial engagement. The city wander later travels to Guangzhou in collaboration with Huilai Coffee, carrying the gentle sweetness onward. Moving beyond conventional anniversary pop-ups, the campaign turns industrial heritage into a sensory experience that can be seen, tasted and wandered.

Rooted in Nanchang Road’s distinct old-Shanghai charm, it balances historical gravitas with soft, youth-oriented healing aesthetics. It resonates with local residents, coffee lovers and urban lifestyle creators, organically inspiring social sharing and reinforcing the emotional message that life deserves a little sweetness. It reinterprets Taikoo Sugar, once a quiet staple in every kitchen, as a cultural carrier that bridges generations and binds urban warmth together.

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