Mmmm, fried chicken leg ice creams anyone?

Naimi’s friend chicken ice cream. Source: Xiaohongshu via FBIF

China’s food and beverage market is a fast-moving, trend-driven landscape where viral products can create massive consumer demand overnight. A recent example is the “One Big Chicken Leg” ice cream, an innovative product that mimics the look of a fried chicken drumstick while delivering a sweet vanilla ice cream experience. Created by Naimi/耐米, this novelty treat has taken social media by storm, selling through popular convenience stores like Lawson and 7-11. The success of this product offers valuable lessons for foreign brands looking to enter or expand in China.

1. The Power of Playful and Unexpected Innovation

The “One Big Chicken Leg” ice cream exemplifies how unexpected design and sensory surprises can captivate Chinese consumers. The outer shell, made of chocolate and biscuit crumbs, mimics crispy fried chicken skin, while the inside consists of vanilla ice cream with a biscuit “bone.” This playful combination has created a novel eating experience that delights consumers and encourages social sharing.

Lesson for Foreign Brands: Consumers in China are drawn to creative, interactive, and visually striking products. Foreign brands should explore unexpected flavour combinations, textural contrasts, and visually engaging designs to make products stand out in an increasingly competitive market.

2. Transparency Builds Trust with Consumers

Many Chinese consumers are wary of misleading food packaging, often referred to as the “ice cream assassin” phenomenon, where products look very different from their promotional images or high prices hidden. To address this, Naimi designed transparent packaging that allows consumers to see the ice cream’s shape before purchasing, reducing disappointment and increasing trust.

Lesson for Foreign Brands: Transparency in marketing and packaging is crucial in China. Brands should ensure that their product visuals match reality and consider using clear or cut-out packaging to enhance credibility.

3. Choosing the Right Retail Channels

Instead of traditional supermarkets, Naimi strategically placed the “One Big Chicken Leg” ice cream in convenience stores like Lawson and 7-11. These outlets are hotspots for young, urban consumers and frequently serve as launchpads for viral snack trends. The affordable pricing, ¥9.9 ($1.36) each, also encouraged impulse purchases.

Lesson for Foreign Brands: Retail channel strategy matters. Instead of defaulting to high-end supermarkets or e-commerce, foreign brands should consider convenience stores, trendy cafes, and specialty shops that cater to young, trend-savvy consumers.

4. Leveraging Social Media and User-Generated Content

Naimi fueled demand for its product by collaborating with social media influencers and encouraging user-generated content on platforms like Xiaohongshu/RED. Viral posts featuring consumers biting into what looks like fried chicken—but tasting ice cream instead—drove curiosity and engagement, leading to rapid sales growth.

Lesson for Foreign Brands: Social media is critical to product success in China. Brands should partner with KOLs (Key Opinion Leaders) and encourage consumer participation through interactive content, challenges, and social sharing campaigns.

5. The Rise of “Food Cosplay” and Market Competition

Since Naimi’s launch in November 2024, multiple brands have introduced their own fried chicken-inspired ice creams, signalling a new wave of hyper-realistic food trends. While this competition is intense, it underscores a growing consumer appetite for food that surprises and entertains.

Lesson for Foreign Brands: The Chinese market moves fast, and successful concepts are quickly copied. Brands should aim to continuously innovate and develop new iterations to maintain consumer interest. Exploring hyper-realistic food trends or limited-edition drops could help brands stay ahead of the curve.

Conclusion: How Foreign Brands Can Apply These Insights

The success of Naimi’s fried chicken ice cream highlights key strategies that foreign brands should adopt when entering China:

• Emphasize playful, unique product experiences that generate excitement.

• Be transparent in packaging and marketing to build consumer trust.

• Select the right retail channels, including convenience stores, to reach trend-driven audiences.

• Leverage social media for organic promotion and viral content.

• Stay ahead of fast-moving trends by continuously innovating.

China’s snack market thrives on novelty, engagement, and shareability. Foreign brands that integrate these elements into their product development and marketing strategies will be well-positioned to capture consumer interest and drive success in this dynamic market.