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The 2024 Paris Olympics officially came to an end last Sunday. A group of Chinese "post-00" athletes amazed the arena, broke world records repeatedly, and showed the strength and style of the new generation of young athletes, attracting global attention. As a highlight of this Olympics, the innovative addition of four new sports events, breakdancing, skateboarding, rock climbing and surfing, attracted widespread attention from young audiences. Influenced by the Olympic fever, many domestic cinemas have also become the "second arena", using digital technology to open up the cinema live broadcast of Olympic TV programs for the first time, creating an innovative form of immersive viewing atmosphere for Chinese audiences. According to the data of Lighthouse Professional Edition, as of August 12, the total box office revenue of the Paris Olympic Games cinema live broadcast reached 2.442 million.

From the amazing performances of "Little Brother" and "Little Sister" in the Olympic Games, which frequently became hot searches, to the Olympic Games actively embracing the times, through the acceptance of the addition of emerging trendy sports, the use of digital technology to broadcast live events in theaters, and other innovative forms, it has transformed towards younger, more popular, and more urbanized, attracting more attention and participation from the young groups of Generation Z. As a world-renowned Fortune 500 protein producer and supplier, Tyson Foods has been committed to becoming an innovative leader in consumer experience in the food industry. Since its first entry into China in 2001, it has continuously improved its protein production business layout in the entire industry chain in China. Relying on the existing production business layout, it has successively established Tyson China Innovation and R&D Centers in Rizhao, Shanghai, Nantong, and Shenzhen, deeply insight into the consumption of young consumer groups, and combined with Tyson's global innovation and R&D model, it continues to create product iterations and upgrades that are more in line with the Chinese market and the needs of young consumers. At the same time, Tyson China's local R&D team is also actively focusing on the emergence of innovative consumption scenarios in more subdivided fields such as "midnight snack economy", "meals for one person", and "healthy light meals". It continuously optimizes the food nutrition innovation of Tyson protein products around the "innovative consumption scenarios + food" model, and actively explores the innovative track of the food industry. At present, Tyson has launched a Tyson meat protein product portfolio in the Chinese market, including a healthy light meal series, camping barbecue series, air fryer series, delicious breakfast series, etc., which enriches the food consumption scenarios, meeting the needs of the younger generation of consumers to try new food and pay more attention to personalized and diversified food consumption experience.

As a leading company in the meat protein industry, Tyson Foods has also been committed to exploring and becoming an industry leader in promoting sustainable development. By actively participating in national exhibitions such as the China International Import Expo and the China International Consumer Products Expo, and providing catering services for national large-scale sports events, Tyson Foods has deepened its communication with consumers, demonstrated Tyson's innovative high-quality products and sustainable development practices, and continued to infiltrate the sustainable consumption concept and healthy diet lifestyle of meat. In addition, Tyson China also insists on promoting the development of social welfare. Starting from 2022, it will initiate a long-term cooperation in the "Where there is a home, there is Tyson" charity project, pay attention to and help vulnerable groups in society, provide high-quality and nutritious love food support for special groups in need, and successively carry out a series of long-term public welfare practices such as surplus food donations, agricultural assistance, and community services, fulfill corporate social responsibility, and create social shared value. This is consistent with the expression of sustainable life attitudes and the enhancement of green consumption awareness advocated by the current young consumer groups. It also demonstrates corporate social responsibility through practical actions, enhances the brand's social welfare influence, and further narrows the distance between the brand and the young consumer groups.

Tyson Foods will continue to penetrate into more innovative consumption scenarios at more terminals through diversified consumer satisfaction through high-quality whole-protein products, continue to promote the brand's youthful upgrade, bring more cross-border and co-created Tyson products to serve the Chinese market and consumers, jointly promote the popularization of sustainable consumption concepts, and contribute to the green and sustainable development of society.