Seaweed snack brand TaoKaeNoi is positioning itself in the healthy snack category through two strategies – hyperlocalisation (adapting products to local tastes and behaviours) and cultural synergy (building meaningful connections through globally relevant ambassadors).
“The partnership with Chen Zheyuan represents more than a collaboration – it reflects a shared vision. His dedication, passion, and positive energy closely mirror TaoKaeNoi’s brand DNA … This alignment marks a step forward in evolving TaoKaeNoi from a beloved snack brand into a Global Lifestyle Brand,” TaoKaeNoi said via a formal statement.
“Today’s consumers are seeking more than just a healthy snack – they are looking for moments of ‘guilt-free indulgence’ that align with their lifestyle. TaoKaeNoi continues to evolve to meet this need.”
This reflects a broader shift towards experiential, lifestyle-driven snack consumption globally.
Asian snack demand rises alongside Chinese cultural influence
The “new Asian wave” reflects the growing global influence of Chinese brands, products and culture, particularly across lifestyle, electronics and food sectors.
In Singapore, retailers such as Scarlett, which specialises in selling Chinese products, have expanded rapidly, reflecting rising consumer demand for China-made goods.
This reflects a wider shift in consumer openness to Asian flavours, formats and food cultures.
This rising interest in Asian products extends beyond packaged goods to ingredients. For instance, Asian flavours and ingredients such as scallions have also seen a surge in popularity, reflecting shifts in consumer tastes.
Similarly, seaweed is a well known and popular snack across Asia, where brands such as Korea’s Song Hwa, are looking to expand their footprint regionally.
In Western markets, seaweed is rapidly gaining popularity as it transitions from a niche health food or a sushi ingredient to a mainstream plant-based snack.
Seaweed is widely recognised for its nutritional profile, including iodine, vitamins, minerals and fibre, aligning with growing demand for healthier, plant-based snacks.
“This collaboration celebrates the vibrant role of snacking in modern lifestyles, brought to life through Chen Zheyuan—a face of the “New Asian Wave”. With his magnetic presence and Positive Energy, he continues to resonate with fans across Asia and beyond, making him a natural extension of the TaoKaeNoi brand,” said the firm.
This aligns with a broader strategy among snack brands to use celebrity endorsements to build emotional resonance and lifestyle appeal, beyond functional health benefits.
It is not unusual for major brands like TaoKaeNoi to engage celebrities to boost their brand image, but the effectiveness depends on execution.
Avoiding the ‘vampire effect’ in celebrity campaigns
While celebrity partnerships can drive visibility and emotional connection, they can also pose risks if the focus shifts too heavily onto the individual rather than the brand.
The “vampire effect” occurs when a celebrity draws attention but overshadows the brand, reducing product recall despite high visibility.
A separate study by Qatar University researchers found that what really drives people is whether they believe in the message itself, not just the celebrity behind it. This holds true no matter how interested they are in the product or why they are buying it. Simply liking or relating to the celebrity does not have much impact.
Instead, what matters most is choosing a celebrity who genuinely fits the product. A strong, believable connection between the endorser and the product is far more important than the celebrity’s popularity alone.
