近日，一座專為零食愛(ài)好者打造的“樂(lè)園”——“零食王國(guó)”在湖南長(zhǎng)沙開(kāi)業(yè)。1.2萬(wàn)㎡營(yíng)業(yè)空間、6500+全球品牌、3.5萬(wàn)+款零食，“零食王國(guó)”在4月17日開(kāi)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(kāi)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(lè)，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(lái)自世界各地不同口味的方便面。7.6萬(wàn)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(wàn)顆真實(shí)糖果，給人巨大的視覺(jué)沖擊。旁邊的展板上寫(xiě)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(shuō)：“我是刷抖音刷到這里的，我從來(lái)沒(méi)想過(guò)會(huì)有這么大的零食專賣(mài)店。一進(jìn)來(lái)就感到很驚喜?！?/p>

"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(ài)果凍、糖果、膨化食品和薯片等零食?！傲闶硨?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?！彼f(shuō)。

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(lái)自新疆，他說(shuō)：“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(ài)好，就是零食?！?/p>

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(shuō)大部分的零食都是他喜歡吃的，也見(jiàn)到了一些新奇口味和進(jìn)口的零食，有一些是很難買(mǎi)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(jué)很震撼，從來(lái)沒(méi)有見(jiàn)過(guò)，真的是沒(méi)想到?！彼f(shuō)。

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(xiāo)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(mén)店陳列著來(lái)自70多個(gè)國(guó)家和地區(qū)的3.5萬(wàn)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(mài)模式，而更像是一張被展開(kāi)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(lái)一次的地方?！?/p>

"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(lè)的事情都和零食有關(guān)，比如逢年過(guò)節(jié)、朋友聚會(huì)、露營(yíng)野餐?！睏钗≌f(shuō)，“零食也不應(yīng)該是目的性消費(fèi)，而是有逛的快樂(lè)。我們希望創(chuàng)造一個(gè)‘零食游樂(lè)場(chǎng)’，迷宮一樣的地方，讓消費(fèi)者在不斷探索和逛的過(guò)程中發(fā)現(xiàn)驚喜，獲得最純粹的快樂(lè)?！?/p>

"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(kāi)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(kāi)業(yè)當(dāng)天，鹽津鋪?zhàn)?、康師傅?0多家食品巨頭在店內(nèi)同步開(kāi)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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