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Research on “MaiMen” Phenomenon: Co-creating with Consumers
- 1 Communication University of China
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Abstract
The "MaiMen" phenomenon, a playful internet trend surrounding McDonald's and its products, has captured the imagination of Chinese Generation Z consumers, who have grown up alongside the fast-food brand. This paper explores the co-creative relationship between McDonald's and its devoted customers, often referred to as "Mai Men devotees," who express their loyalty through humor, memes, and social media engagement. The study delves into how this bidirectional interaction not only fosters consumer behavior but also cements McDonald's positive brand image. By examining the multimodal presentation forms of the "MaiMen" culture, including its manifestation on platforms like TikTok and Xiaohongshu, the research highlights the effectiveness of user-generated content in promoting organic brand growth. It is concluded that by integrating consumer voices with brand values and continuously engaging with the audience, McDonald's can maintain a strong, culturally relevant presence. This case study offers valuable insights for other brands seeking to enhance their connection with consumers and build a favorable reputation in an increasingly digital world.
Keywords
McDonald's, Co-creation, Brand loyalty, Social media engagement, Group identity
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Cite this article
Lin,C. (2025). Research on “MaiMen” Phenomenon: Co-creating with Consumers. Lecture Notes in Education Psychology and Public Media,80,27-32.
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Volume title: Proceedings of the 2nd International Conference on Global Politics and Socio-Humanities
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