打破吉尼斯世界紀(jì)錄！全球最大零食店來了，主打一個(gè)情緒價(jià)值

近日，一座專為零食愛好者打造的“樂園”——“零食王國(guó)”在湖南長(zhǎng)沙開業(yè)。1.2萬㎡營(yíng)業(yè)空間、6500+全球品牌、3.5萬+款零食，“零食王國(guó)”在4月17日開業(yè)當(dāng)天獲得“全球最大零食店”吉尼斯世界紀(jì)錄認(rèn)證。

A snack-lover’s "kingdom" was recently unveiled in Changsha, Hunan province. With an area of 12,000 square meters and more than 35,000 kinds of snacks from about 6,500 brands, it set a Guinness World Record as the world’s largest snack store when it opened on April 17.

開業(yè)即頂流，“零食王國(guó)”吸引大批市民、游客參觀打卡，顧客進(jìn)店至少需要排隊(duì)半小時(shí)。

從湖南平江辣條、重慶天府可樂，到日本北海道巧克力、俄羅斯紫皮糖，如果每天品嘗1款，試遍全部零食需要大約96年。把子肉風(fēng)味酸奶、姜蔥白切雞風(fēng)味牛奶等“奇葩”美味更是挑戰(zhàn)吃貨的味蕾極限。

From Hunan's Pingjiang spicy strips and Chongqing's Tianfu Cola to chocolate from Hokkaido, Japan, and candies from Russia, at a rate of one item per day, it would take about 96 years to sample every type of snack available. Among its more unconventional offerings are braised pork belly-flavored yogurt and ginger-scallion poached chicken-flavored milk, pushing the boundaries of taste.

不僅如此，一面高聳的泡面墻陳列著3,500種來自世界各地不同口味的方便面。7.6萬顆棒棒糖還原了周杰倫經(jīng)典專輯《范特西》的封面，成為全場(chǎng)最火的打卡裝置。旁邊由34根透明管道組成的“糖果通道”裝有約50萬顆真實(shí)糖果，給人巨大的視覺沖擊。旁邊的展板上寫著：“世界需要一點(diǎn)糖，愿你每天都很甜！”

A towering wall features 3,500 varieties of instant noodles. More than 76,000 lollipops recreate the cover of Jay Chou's album Fantasy, making it the hottest attraction at the store. Nearby, a candy pipeline made up of 34 transparent tubes contains about half a million real candies. A sign reads: "The world needs a little sweetness. May every day of yours be sweet."

18歲的羅羚蔓是首批進(jìn)店的顧客之一，她說：“我是刷抖音刷到這里的，我從來沒想過會(huì)有這么大的零食專賣店。一進(jìn)來就感到很驚喜。”

"I knew about this place through Douyin," said Luo Lingman, 18, one of the first visitors to the store. "I never imagined there would be such a large store dedicated to snacks. I was surprised the moment I walked in."

羅羚蔓很喜歡甜食，鐘愛果凍、糖果、膨化食品和薯片等零食。“零食對(duì)我而言是一種放松方式，更多的是提供情緒價(jià)值，而不只是吃東西本身。”她說。

Luo, who has a sweet tooth, said she enjoys jelly, candies, puffed snacks and potato chips. "For me, snacks are a way to relax. They bring me emotional comfort far beyond just satisfying hunger," she said.

羅羚蔓表示，店里鮮艷明亮的色彩和“多巴胺”審美營(yíng)造出一種輕松愉快的氛圍。

The store's bright, vibrant colors and "dopamine" aesthetic create a lighthearted, cheerful atmosphere, Luo said.

22歲的武懿唐來自新疆，他說：“店里的東西挺豐富的，氛圍比較好，人特別多，大家都有共同的愛好，就是零食。”

Wu Yitang, 22, from the Xinjiang Uygur autonomous region, said: "The selection here is amazing, and the atmosphere is really nice. There are so many people here, all sharing the same love for snacks."

他說大部分的零食都是他喜歡吃的，也見到了一些新奇口味和進(jìn)口的零食，有一些是很難買到的。

He added that most of the items are the kinds he enjoys, including lots of novel flavors, some of which are imported and hard to find.

武懿唐表示零食是他閑暇時(shí)光的“戰(zhàn)友”。比如他最喜歡的泡面，在這里有一整面墻。

“我看到很多外國(guó)牌子的泡面，比如日本、韓國(guó)等國(guó)家的。那整面墻都是泡面，我感覺很震撼，從來沒有見過，真的是沒想到。”他說。

Wu said snacks are his go-to companion for leisure time. His favorite, instant noodles, has an entire wall to itself.

"They have a huge range of foreign brands from places like Japan and South Korea. When I saw that entire wall covered with noodles, I was absolutely shocked. I'd never seen anything like it. It really took me by surprise," he said.

專家表示，面積相當(dāng)于30個(gè)籃球場(chǎng)的“零食王國(guó)”標(biāo)志著中國(guó)零售業(yè)的戰(zhàn)略轉(zhuǎn)型 ——從傳統(tǒng)銷售模式轉(zhuǎn)向 “多巴胺驅(qū)動(dòng)”的沉浸式消費(fèi)場(chǎng)景。

Roughly the size of 30 basketball courts, Snack Kingdom represents a strategic shift in Chinese retail — moving away from traditional sales toward "dopamine-driven" immersive environments.

吉尼斯世界紀(jì)錄認(rèn)證官羅瓊表示，“零食王國(guó)”不僅在面積上領(lǐng)先，更是將全球海量商品轉(zhuǎn)化為可探索、可互動(dòng)的沉浸式體驗(yàn)。

Luo Qiong, a Guinness World Records adjudicator, said the store stands out not only for its size but also for transforming a vast range of global products into an immersive, interactive experience.

門店陳列著來自70多個(gè)國(guó)家和地區(qū)的3.5萬余種零食，其中約三分之一為進(jìn)口產(chǎn)品。它的布局摒棄了傳統(tǒng)的貨架陳列式售賣模式，而更像是一張被展開的尋寶圖。

More than 35,000 kinds of snacks from 70 countries and regions stock Snack Kingdom's shelves, with about one-third of the products being imported. The store's layout abandons traditional aisles for a "treasure map" concept.

“零食王國(guó)”所屬的鳴鳴很忙集團(tuán)市場(chǎng)中心相關(guān)負(fù)責(zé)人楊巍表示：“我們希望把全球各種各樣的零食匯集到這里，擺在消費(fèi)者面前，讓這里成為大人和小孩都想來一次的地方。”

"We hope to bring snacks from around the world here for consumers and create a place that both adults and children will want to visit at least once," said Yang Wei, head of the marketing center at Busy Ming Group, the store's operator.

“生命里很多快樂的事情都和零食有關(guān)，比如逢年過節(jié)、朋友聚會(huì)、露營(yíng)野餐。”楊巍說，“零食也不應(yīng)該是目的性消費(fèi)，而是有逛的快樂。我們希望創(chuàng)造一個(gè)‘零食游樂場(chǎng)’，迷宮一樣的地方，讓消費(fèi)者在不斷探索和逛的過程中發(fā)現(xiàn)驚喜，獲得最純粹的快樂。”

"Many happy moments in life are connected with snacks — festivals, gatherings with friends, camping, and picnics," Yang said. "Snacking should not be purely purpose-driven, but a pleasure of browsing. We wanted to create a 'snack amusement park', a maze-like space where visitors feel wonder as soon as they step in and discover surprises as they explore."

楊巍介紹，長(zhǎng)沙活躍的消費(fèi)文化、龐大的年輕群體以及對(duì)體驗(yàn)式消費(fèi)的開放態(tài)度，使其成為“零食王國(guó)”落戶的理想之地。

Yang added that Changsha's vibrant consumer culture, large young population, and openness to experiential retail make it an ideal location for such a concept.

開業(yè)當(dāng)天，鹽津鋪?zhàn)印⒖祹煾档?0多家食品巨頭在店內(nèi)同步開展了500多場(chǎng)新品發(fā)布和直播活動(dòng)。

Over 20 food giants — including Yankershop Food and Master Kong — used the space to debut more than 500 products and host livestreams on the store's opening day.

在物質(zhì)充裕的時(shí)代，零食不再僅僅是為了充饑，它們已成為情感、社交和身份表達(dá)的載體，中央財(cái)經(jīng)大學(xué)商學(xué)院副院長(zhǎng)顧雷雷表示。

In an era of material abundance, snacks are no longer just for satisfying hunger; they have become carriers of emotion, social interaction, and identity expression, said Gu Leilei, vice-president of the Business School at the Central University of Finance and Economics.

顧雷雷指出，沉浸式零售場(chǎng)景調(diào)動(dòng)多重感官，契合Z世代分享新奇體驗(yàn)的需求。豐富的品牌種類和富有創(chuàng)意的區(qū)域設(shè)計(jì)共同營(yíng)造出更具吸引力的購(gòu)物體驗(yàn)。

She said immersive retail environments engage multiple senses and appeal to Generation Z's interest in sharing novel experiences. The wide range of brands and creatively designed zones contributes to a more engaging shopping experience.

記者：陳美玲 何純 朱友芳

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