{"id":48809,"date":"2025-12-16T08:43:18","date_gmt":"2025-12-16T08:43:18","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48809"},"modified":"2025-12-18T05:18:32","modified_gmt":"2025-12-18T05:18:32","slug":"hema-salty-cake","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/hema-salty-cake\/","title":{"rendered":"Hema\u2019s salty cake slip-up becomes a viral marketing free-for-all\u00a0"},"content":{"rendered":"\n<p>A recent production slip-up at <a href=\"https:\/\/daoinsights.com\/news\/alibabas-supermarket-business-hema-launches-member-store-in-beijing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hema (\u76d2\u9a6c, known as Fresh Hippo)<\/a> has made the brand a target for its rivals viral-marketing sharp-shots. It began with a range of strawberry cakes that were \u2018salty to the point of bitterness.\u2019 Hema\u2019s salty cake slip-up, it turns out, were down to a slip-up on the production line where sugar was swapped for salt.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>#\u76d2\u9a6c\u627f\u8ba4\u751f\u4ea7\u8349\u8393\u86cb\u7cd5\u51fa\u95ee\u9898# (lit. Hema admits production issue with strawberry cake) had hit no.1 on Weibo\u2019s hot search list<\/li>\n<\/ul>\n\n\n\n<p><strong>Hema responded to the complaints with apologies, refunds and recalls.<\/strong> But the cat was out the bag. News of the salty strawberry cake was generating traction on social media. Rivals were circling. &nbsp;<\/p>\n\n\n\n<p>Before long, the hashtag #\u76d2\u9a6c\u627f\u8ba4\u751f\u4ea7\u8349\u8393\u86cb\u7cd5\u51fa\u95ee\u9898# (lit. Hema admits production issue with strawberry cake) <a href=\"https:\/\/m.thepaper.cn\/newsDetail_forward_32137378\" target=\"_blank\" rel=\"noreferrer noopener\">had hit no.1 on Weibo\u2019s hot search list and related posts were clocking thousands of likes<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-724x1024.jpg\" alt=\"Hema\u2019s salty cake\" class=\"wp-image-48811\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-724x1024.jpg 724w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-212x300.jpg 212w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1087.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x566.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1132.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/12\/\u5728\u7ebf\u627e\u76d2\u5f97\u6765\u7684\u7ea2\u989c\u77e5\u5df1_1_\u76d2\u9a6c_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1080w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><figcaption class=\"wp-element-caption\"><sub>The cake in question: Image: Rednote\/\u76d2\u9a6c<\/sub><\/figcaption><\/figure>\n\n\n\n<p>In the process, complaints turned memes. What began as a rapid containment plan had become a viral moment. But it wasn\u2019t Hema\u2019s alone. Rival brands got involved. On supermarket shelves at Walmart, Metro and Aldi, strawberry cakes began to appear alongside promises of sweetness. \u00a0<\/p>\n\n\n\n<p><strong>Aldi posted a picture of their own strawberry cake with the line \u2018we guarantee only sweetness\u2019 (\u6211\u4eec\u4fdd\u8bc1\u53ea\u751c), generating engagement for their own products. <\/strong>The move wasn\u2019t a potshot at a vulnerable rival so much as it was a chance to jump on board with the viral moment. &nbsp;<\/p>\n\n\n\n<p>Aldi, Metro and Walmart used the moment to demonstrate cultural fluency \u2013 a savvy play for free attention. For Hema, the virality worked like a pressure valve. It allowed them to take a we-all-make-mistakes-type attitude. In a world dominated by social media, crises no longer play out as simply as screw up, make a statement. Social media means your mistakes carry fast, but it can also be a way to connect with customers on a human level, which as Hema\u2019s salty cake slip-up shows, is the best way to solve a slip-up. &nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A recent production slip-up at Hema (\u76d2\u9a6c, known as Fresh Hippo) has made the brand a target for its rivals viral-marketing sharp-shots. It began with a range of strawberry cakes that were \u2018salty to the point of bitterness.\u2019 Hema\u2019s salty cake slip-up, it turns out, were down to a slip-up on the production line where [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[69,62,63,28],"class_list":["post-48809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-food-beverage","tag-news-marketing-branding","tag-news-platforms","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>Hema\u2019s salty cake slip-up becomes a viral marketing free-for-all\u00a0<\/title>\n<meta name=\"description\" content=\"Hema\u2019s 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