Beijing, China – What appears to be a simple snack has captivated China’s young consumers in an unexpected way. Known as the “Human Cat Treat,” this unique snack is actually konjac jelly in a squeeze-tube format, inspired by the packaging of pet treats. In just six months, this novel snack has achieved sales of nearly 14 billion yuan (about $2 billion), cementing its status as the number-one choice on China’s high-speed rail lines. This unusual product owes its viral success primarily to China’s Gen Z consumers, who are drawn to its quirky design and playful eating experience.
The nickname “Human Cat Treat” stems from the snack’s cat-food-inspired packaging. Much like pet owners reward their cats with squeezable treat sticks, consumers can eat this konjac jelly directly from the tube, making it both portable and easy to consume. The snack’s form and presentation offer an amusing, almost satirical twist, appealing to the young, novelty-loving post-2000s generation (Gen Z) in China.
Gen Z: The Tastemakers Behind the Trend
China’s Gen Z, known for their embrace of social media trends and a strong sense of individuality, has been instrumental in propelling this snack into the spotlight. Unlike previous generations, young adults in this cohort are often more interested in experiences, humor, and novelty than in traditional consumption patterns. This makes the “Human Cat Treat” more than just a snack—it’s a moment of fun and a shareable experience.
The snack’s rise to fame can largely be credited to Chinese social media platforms, particularly Douyin (the Chinese version of TikTok), where users share videos of themselves playfully eating the konjac jelly right from the packet. This quirky consumption style has resonated widely, creating a viral moment that quickly cemented the snack’s appeal among younger audiences. Hashtags related to the “Human Cat Treat” have garnered millions of views, effectively turning the snack into a social media sensation.
Dominating China’s High-Speed Railways
While social media has fueled much of the snack’s popularity, the real stamp of success has come from its dominance on China’s high-speed railways. Onboard sales data reveals that the “Human Cat Treat” is now the top snack choice for train passengers, surpassing traditional options like chips and nuts. Its sleek packaging and the absence of crumbs or need for utensils make it particularly well-suited for train travel, where convenience is key.
China’s vast high-speed rail network, which moves an average of 3.57 million passengers daily, has become an ideal environment for the snack’s continued success. Train journeys, which often provide time for relaxation and snacking, present an excellent opportunity for brands to capture the attention of consumers. The “Human Cat Treat,” with its minimal packaging and clean consumption experience, has become an essential part of these journeys, creating a perfect synergy between product and environment.
Redefining Snacking Culture with Konjac Jelly
The “Human Cat Treat” is a new entrant in China’s growing market for quirky, individually packaged snacks that emphasize unique flavors, textures, and fun branding. Konjac, the main ingredient, has long been used in Asia for its chewy, jelly-like texture and low-calorie properties, making it a popular base for health-conscious products. Konjac jelly snacks have existed in various forms for years, but it’s the distinct, pet-food-style packaging that has taken this product to new heights.
This shift towards creating “fun” foods reflects a larger trend in China’s consumer market, where young people are seeking products that offer a sense of playfulness and a departure from tradition. For Gen Z, eating isn’t just about taste but about the experience, the shareability, and sometimes the humor it brings. This desire for novelty and enjoyment has given rise to a market for snacks that double as lifestyle accessories and conversation starters, pushing brands to explore unusual formats and flavors to meet this demand.
A Financial and Cultural Phenomenon
Since its launch, the “Human Cat Treat” has achieved staggering financial milestones. With 14 billion yuan in sales in the first six months alone, the product’s success is emblematic of the changing tastes and priorities of Chinese consumers. Food industry analysts have pointed to a confluence of factors driving this trend: Gen Z’s social media savvy, the strategic placement of the snack in retail and transport locations, and the novelty of konjac jelly’s unique texture and format.
As consumers increasingly look for products that provide both sustenance and entertainment, the snack industry is following suit, realizing that experience and presentation are as critical as flavor. This shift has led to a reimagining of snacks as not only consumables but also as cultural statements and social-media-ready experiences.
What’s Next for China’s Snack Industry?
The extraordinary rise of the “Human Cat Treat” shows how quickly unconventional products can become mainstream when they resonate with young consumers. For China’s snack industry, this phenomenon opens doors to further experimentation with ingredients like konjac and packaging concepts that turn snacking into an interactive, memorable experience. The “Human Cat Treat” might evolve in flavor and design, but its impact on snack culture is undeniable.
In a consumer market increasingly shaped by young people’s tastes and behaviors, products like the “Human Cat Treat” symbolize a new era of creative branding and experiential eating. Whether it will retain its top spot or inspire new formats remains to be seen, but its place in China’s contemporary snack landscape is now firmly established.
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