打破吉尼斯世界纪录！全球最大零食店来了，主打一个情绪价值

近日，一座专为零食爱好者打造的“乐园”——“零食王国”在湖南长沙开业。1.2万㎡营业空间、6500+全球品牌、3.5万+款零食，“零食王国”在4月17日开业当天获得“全球最大零食店”吉尼斯世界纪录认证。

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.

开业即顶流，“零食王国”吸引大批市民、游客参观打卡，顾客进店至少需要排队半小时。

从湖南平江辣条、重庆天府可乐，到日本北海道巧克力、俄罗斯紫皮糖，如果每天品尝1款，试遍全部零食需要大约96年。把子肉风味酸奶、姜葱白切鸡风味牛奶等“奇葩”美味更是挑战吃货的味蕾极限。

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.

不仅如此，一面高耸的泡面墙陈列着3,500种来自世界各地不同口味的方便面。7.6万颗棒棒糖还原了周杰伦经典专辑《范特西》的封面，成为全场最火的打卡装置。旁边由34根透明管道组成的“糖果通道”装有约50万颗真实糖果，给人巨大的视觉冲击。旁边的展板上写着：“世界需要一点糖，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岁的罗羚蔓是首批进店的顾客之一，她说：“我是刷抖音刷到这里的，我从来没想过会有这么大的零食专卖店。一进来就感到很惊喜。”

"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."

罗羚蔓很喜欢甜食，钟爱果冻、糖果、膨化食品和薯片等零食。“零食对我而言是一种放松方式，更多的是提供情绪价值，而不只是吃东西本身。”她说。

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.

罗羚蔓表示，店里鲜艳明亮的色彩和“多巴胺”审美营造出一种轻松愉快的氛围。

The store's bright, vibrant colors and "dopamine" aesthetic create a lighthearted, cheerful atmosphere, Luo said.

22岁的武懿唐来自新疆，他说：“店里的东西挺丰富的，氛围比较好，人特别多，大家都有共同的爱好，就是零食。”

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."

他说大部分的零食都是他喜欢吃的，也见到了一些新奇口味和进口的零食，有一些是很难买到的。

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闲暇时光的“战友”。比如他最喜欢的泡面，在这里有一整面墙。

“我看到很多外国牌子的泡面，比如日本、韩国等国家的。那整面墙都是泡面，我感觉很震撼，从来没有见过，真的是没想到。”他说。

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.

专家表示，面积相当于30个篮球场的“零食王国”标志着中国零售业的战略转型 ——从传统销售模式转向 “多巴胺驱动”的沉浸式消费场景。

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.

吉尼斯世界纪录认证官罗琼表示，“零食王国”不仅在面积上领先，更是将全球海量商品转化为可探索、可互动的沉浸式体验。

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.

门店陈列着来自70多个国家和地区的3.5万余种零食，其中约三分之一为进口产品。它的布局摒弃了传统的货架陈列式售卖模式，而更像是一张被展开的寻宝图。

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.

“零食王国”所属的鸣鸣很忙集团市场中心相关负责人杨巍表示：“我们希望把全球各种各样的零食汇集到这里，摆在消费者面前，让这里成为大人和小孩都想来一次的地方。”

"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.

“生命里很多快乐的事情都和零食有关，比如逢年过节、朋友聚会、露营野餐。”杨巍说，“零食也不应该是目的性消费，而是有逛的快乐。我们希望创造一个‘零食游乐场’，迷宫一样的地方，让消费者在不断探索和逛的过程中发现惊喜，获得最纯粹的快乐。”

"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."

杨巍介绍，长沙活跃的消费文化、庞大的年轻群体以及对体验式消费的开放态度，使其成为“零食王国”落户的理想之地。

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.

开业当天，盐津铺子、康师傅等20多家食品巨头在店内同步开展了500多场新品发布和直播活动。

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.

在物质充裕的时代，零食不再仅仅是为了充饥，它们已成为情感、社交和身份表达的载体，中央财经大学商学院副院长顾雷雷表示。

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.

顾雷雷指出，沉浸式零售场景调动多重感官，契合Z世代分享新奇体验的需求。丰富的品牌种类和富有创意的区域设计共同营造出更具吸引力的购物体验。

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.

记者：陈美玲 何纯 朱友芳

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