美的小家电×考拉日记：90后村支书送饭视频，诠释IP长期主义

Real-Life Stories: The Heartwarming Journey of the "Little Wei" Village Party Secretary

Recently, a short video from the influencer @KaoLaRiJi has quietly gone viral on various social media platforms. This video, which gained widespread attention without any script or elaborate set, captures the warmth of rustic life in a rural kitchen. It shows the "Little Wei" village party secretary, a 90-year-old woman, busy in the kitchen, packing hot meals into thermal containers and lunch boxes, then riding a tricycle to deliver these delicious meals to the elderly left behind in the village. This video has moved countless netizens to tears and has brought the campaign "#Record 100 Stories of Family Tables" by the beautiful small household appliances brand into the public eye.

In modern cities, the bustling figures of delivery riders in office buildings, malls, and apartments have become a stereotype of a generation's daily life. The rice from the countryside, why does it move so many people to tears? The answer might be simple—we haven't eaten a proper meal at home for too long.

Real-Life Lens Captures the 90s Village Party Secretary: She Keeps the Dinner Table for the Wanderers

Through the lens of the influencer @KaoLaRiJi, we see the daily life of a 90s female village party secretary. Known to the elderly as "Little Wei Secretary," this young woman has been providing free lunch for dozens of elderly people in the village for many years. She not only doesn't charge the elderly a penny but also pays for the rice, flour, oil, and salt out of her own pocket, using her salary to补贴 this act of kindness. She even considers the elderly's dental health, choosing bassa fish without bones and loquat fruits for their lung-nourishing properties. In the video, she dons an apron and busies herself cooking and stir-frying at the stove, then rides a tricycle to deliver the meals door-to-door to the elderly who cannot move easily. For those not at home, she actively contacts them and waits patiently until they return home and have their meals, only then feeling at ease.

Since returning to the village at the age of 29, with a monthly salary of 3,000 yuan, spending over 2,000 yuan on ingredients, and without charging any subsidies, Little Wei has gradually become known as the "Wishing Bucket" of the entire village.

After learning about Little Wei's deeds, influencer @KaoLaRiJi主动 contacted Midea, and Midea decided to donate the Midea Blossom Pro rice cooker and various household appliances to support this simple act of kindness. At Little Wei's carefully arranged local style barbecue banquet, this Midea Blossom Pro rice cooker officially made its debut, cooking pots of fragrant rice and pastries. The elderly gathered around, savoring the hot meals cooked with the new rice cooker while watching the blessing videos recorded by their children who live far away. At that moment, many of the elderly quietly wiped away tears—the distance of mountains and rivers was bridged by a bowl of rice and a video, bringing the "home" back into view.

Midea did not choose celebrities to endorse their products but allowed the real stories to speak for themselves. In the "#Record 100 Stories of Family Tables" campaign, the story of this ordinary village cadre and a warm enterprise is a perfect illustration of the true meaning of "eating at home": to let every lonely person eat a hot meal. This is also the most touching essence of Midea's small household appliances "Eating at Home" campaign.

Brand Deep Dive Behind the Popularity: Why Midea's "Eating at Home" IP Has Stood the Test of Time for Five Years?

Actually, @KaoLaRiJi's going viral is not an isolated case. In the series of stories of Midea's small household appliances "Eating at Home" IP, two other influencers, @BeiFanNanTiao and @LiWawa, have also used their lenses to record love across thousands of miles and the enduring love of a couple who have been together for half a lifetime, forming a warm collage of "great love, mother love, and deep love."

The three popular videos are not accidental, behind them is the long-term brand IP accumulation of Midea's small household appliances for five years. "Eating at Home" is not the first time it has been introduced to the public—it was as early as 2019 that Midea's rice cooker launched the microfilm "A Meal in Life"; in 2020, it partnered with Douyin influencers to launch "Eating at Home"; in 2021, it crossed over with the national mobile game "Peace Elite" to launch the "Eating at Home, Group Chicken" series; in 2022, it collaborated with Douban to launch the electronic magazine "Food and Color" and the joint calendar, creating 12 "Eating at Home Days"; in 2026, "Record 100 Stories of Family Tables" was officially upgraded to an annual brand campaign that spans the entire year.

This is not a one-time hit but a long-term dedication. Midea's small household appliances have completed a key upgrade from "cooking a good meal" to "making you want to eat at home," stepping out of the simple thought of selling products and not pushing products or doing marketing刻意ly, but advocating for a life philosophy of cherishing meals and accompanying family, accurately hitting the emotional resonance of contemporary young people. This has upgraded Midea's brand from a provider of kitchen electrical appliances to a listener and companion of family lights and hearths.

The Promise of a Bowl of Rice: Midea's Small Household Appliances Urges "Eat Well, Go Home Often"

A good bowl of rice can awaken everyone's emotional resonance, and the key is that it is delicious and can replicate the taste from memory. The Midea Blossom Pro rice cooker can achieve this because of its 32 years of technical research and development. In 1994, Midea launched the first intelligent rice cooker in China; in 2001, it launched the first self-developed IH rice cooker; in 2022, it innovated the fiery IH technology; in 2024, it innovated the petal IH technology. Every iteration revolves around the same simple proposition: to let more people eat a good bowl of rice.

The Midea Blossom Pro series rice cookers, with the newly upgraded petal 2.0 three-dimensional IH heating technology, make the IH coil wrap around the inner pot like a petal, making the rice grains heat evenly and have a fluffy and Q-like texture. Since its launch in the market in September 2025, the Midea Blossom series rice cookers have been receiving positive feedback. In 2025, the sales volume exceeded 500,000 units. According to the data monitored by AUC data, from January 2025 to March 2026, Midea's rice cookers ranked first in sales in the whole channel of the Chinese market, with cumulative sales exceeding 10 million units, further verifying the high recognition of consumers for Midea's national small household appliances leading brand "innovative technology with humanistic temperature" concept.

The ultimate meaning of technology is never the parameters themselves, but whether it can make more people willing to go home for dinner and make every meal a little better. For 32 years, Midea's small household appliances have served over 200 million Chinese families, using "Eating at Home" to comfort every user in the fast-paced era.

In the future, Midea will continue to innovate and keep launching more intelligent and healthy rice cookers, turning "Eating at Home" from a slogan into a tangible lifestyle. Every bowl of rice cooked with care is a simple tribute to life; every person who wants to go home for dinner is a direct response to love; Midea's rice cookers will also use health and deliciousness to repay the trust of every consumer.

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