{"id":48239,"date":"2025-10-16T08:24:00","date_gmt":"2025-10-16T08:24:00","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48239"},"modified":"2025-10-17T00:37:02","modified_gmt":"2025-10-17T00:37:02","slug":"safeguard-one-meal-to-immortality","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/safeguard-one-meal-to-immortality\/","title":{"rendered":"Safeguard turns hygiene into social currency with hit show One Meal to Immortality\u00a0"},"content":{"rendered":"\n<p>Safeguard (\u8212\u80a4\u4f73) is giving handwashing a cultural twist. The Procter &amp; Gamble brand has teamed up with hit food show <em>One Meal to Immortality<\/em> (\u4e00\u996d\u6210\u795e) as its official \u2018healthy meal buddy\u2019 or as Chinese netizens say, meal partner (\u996d\u642d\u5b50). The collaboration delivers a message of washing one&#8217;s hands before eating to cleverly tie hygiene to one of China\u2019s most social rituals: dining together.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>#\u4e00\u996d\u5c01\u795e reached 220 million views.<\/li>\n<\/ul>\n\n\n\n<p>Through a series of online activations, Safeguard invited people to post their own meal-making videos on Weibo under the hashtag #\u4e00\u996d\u795e (lit: one meal and you\u2019re crowned legendary), a thread that\u2019s already clocked more than 220 million views.\u00a0\u00a0<\/p>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/news\/soap-brand-safeguard-taps-into-table-tennis-star-wang-chuqin\/\">Safeguard know the power of celeb engagement<\/a>, so celebrity chefs Qu Yuyu (\u66f2\u90c1\u5b87) and Yang Yanbin (\u6768\u5f66\u658c) who partnered with the brand for short ads, highlighting Safeguard\u2019s oil-control wash and antibacterial soap, the mess, steam and spitting oil of a kitchen their backdrop.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"766\" height=\"1024\" data-id=\"48240\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-766x1024.jpg\" alt=\"Safeguard one meal\" class=\"wp-image-48240\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-766x1024.jpg 766w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-224x300.jpg 224w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-768x1027.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-400x535.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982-800x1070.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339982.jpg 1080w\" sizes=\"auto, (max-width: 766px) 100vw, 766px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"766\" height=\"1024\" data-id=\"48242\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-766x1024.jpg\" alt=\"Safeguard one meal\" class=\"wp-image-48242\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-766x1024.jpg 766w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-768x1026.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-400x534.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948-800x1069.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/210618-1760339948.jpg 1080w\" sizes=\"auto, (max-width: 766px) 100vw, 766px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><sub>Safeguard advertising the meal-partner partnership. Images: Rednote\/\u8212\u80a4\u4f73Safeguard<\/sub><\/figcaption><\/figure>\n\n\n\n<p>Offline, the campaign went to four Chinese cities during the Golden Week holiday, launching pop-ups and meet-the-chef sessions. Visitors could sample food, grab autographs, and \u2013 of course \u2013 wash their hands.\u00a0\u00a0<\/p>\n\n\n\n<p><strong>So, what\u2019s Safeguard doing right here? Well, they\u2019re piggybacking on a hot trend in China at the moment. <\/strong>The meal partner (\u996d\u642d\u5b50) thing is a popular term among Chinese youth \u2013 one splashed across social media and ripe for a company that wants to align themselves with a cultural zeitgeist.\u00a0\u00a0<\/p>\n\n\n\n<p>By leaning into the meal partner trend, Safeguard is attempting to get a seat at the table. By linking its product to the very act of dining, Safeguard turns clean hands into the first course and a signal that the meal can begin.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Safeguard (\u8212\u80a4\u4f73) is giving handwashing a cultural twist. The Procter &amp; Gamble brand has teamed up with hit food show One Meal to Immortality (\u4e00\u996d\u6210\u795e) as its official \u2018healthy meal buddy\u2019 or as Chinese netizens say, meal partner (\u996d\u642d\u5b50). The collaboration delivers a message of washing one&#8217;s hands before eating to cleverly tie hygiene to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[64,69,62,28],"class_list":["post-48239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-entertainment","tag-industries-food-beverage","tag-news-marketing-branding","tag-platforms-weibo","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Safeguard cleans up with hit show One Meal to Immortality\u00a0<\/title>\n<meta name=\"description\" content=\"Safeguard launch a smart partnership with hit show One Meal to Immortality. 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