Recently, a video titled ‘Man Drives Rolls-Royce to Challenge Changchun’s No.1 Ice Hotpot’ has gone viral on social media. In the clip, a stylishly dressed man arrives at a local hotpot restaurant in Changchun, Jilin Province—famous for its unique ‘ice hotpot’—in a luxury Rolls-Royce to take on what’s touted as the city’s spiciest, coldest, and most hardcore culinary challenge. The so-called ‘ice hotpot’ doesn’t actually contain ice as an ingredient; instead, it features fresh ingredients arranged on ice or chilled trays, served alongside a specially formulated spicy broth, creating a striking contrast of hot and cold sensations. The man boldly declares on camera his goal to ‘taste all of Northeast China in one bite,’ calling it a test of both physical endurance and willpower. While his performance appears theatrical, it successfully drew massive online attention and catapulted the previously niche eatery into the spotlight. Many netizens joked, ‘Is he a true food warrior or just a clever marketer?’ Regardless of intent, the incident has breathed new life into regional cuisine and exemplifies the current trend of blending viral content with food promotion in the age of short videos.
近日，一则‘男子开劳斯莱斯挑战长春第一冰锅’的视频在社交平台引发热议。视频中，一位身着时尚、驾驶豪华劳斯莱斯的男子现身吉林长春一家以‘冰锅’闻名的火锅店，挑战号称‘本地最辣、最冷、最硬核’的特色冰锅。所谓‘冰锅’，并非真正用冰制作，而是指在寒冷冬季，将食材摆放在冰块或冷冻托盘上，搭配特制麻辣汤底食用，形成冷热交融的独特口感。该男子在镜头前豪言要‘一口吃遍东北味’，并称这是对身体与意志的双重考验。尽管挑战过程略显夸张，但其行为成功吸引了大量网友关注，也让这家原本小众的本地火锅店迅速走红。不少网友调侃：‘开豪车吃冰锅，是真勇士还是真营销？’无论动机如何，这一事件无疑为地方特色美食注入了新的传播活力，也反映了当下短视频时代‘流量+美食’的典型营销模式。
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