Nongfu Spring's Red Scream: The Legendary Revival of China's Most Infamous Drink
In 2004, Nongfu Spring, a Chinese beverage company, launched a new drink called "红色尖叫" or Red Scream, as part of its Scream series of functional drinks. The red ginseng-flavored drink was initially marketed towards white-collar workers and individuals with physically or mentally demanding jobs. However, its unique flavor quickly earned it a notorious reputation, with many consumers expressing strong dislike for its taste. Red Scream became infamous, earning nicknames such as "one of China's five most poisonous waters" and "one of the most unpalatable drinks ever."
22 July 2025
Despite its initial struggles and eventual discontinuation, Red Scream maintained a legendary status in Chinese pop culture. It often appeared in discussions and memes about "difficult to drink" beverages, and a strong fan base emerged, consistently calling for its return. This persistent demand led to its highly anticipated comeback in April 2024, when Nongfu Spring officially relaunched Red Scream to celebrate the 20th anniversary of the Scream brand.
The relaunch was positioned as a "fan-favorite return" and a collaborative effort with consumers. The brand released a promotional video, described as a "love letter," incorporating memes and stories contributed by fans, acknowledging their long-standing love-hate relationship with the drink. The video garnered millions of views and sparked widespread online discussion.
Alongside the Red Scream relaunch, Nongfu Spring also introduced two new flavors to the Scream line: Purple Scream, a golden peach flavor with tea L-theanine for focus, and Orange Scream, a citrus flavor with milk mineral salts and calcium for bone health. These new additions further expanded the Scream product family.
Red Scream's journey from initial market struggle and subsequent discontinuation to its celebrated cult classic status and eventual reintroduction is a testament to the power of consumer demand and nostalgia. The drink has become a cultural phenomenon, especially on platforms like Bilibili, where its unique taste and collective childhood memories associated with it contribute to its enduring popularity and discussion among consumers.
The recent resurgence of Red Scream has also led to it becoming a collector's item, with the red-packaged bottles being sold at significantly inflated prices, reaching as high as 88 yuan per bottle. Sellers are marketing these as "limited edition collectibles," capitalizing on the drink's nostalgic appeal and artificial scarcity.
The trending of Red Scream can also be seen in the context of Nongfu Spring's broader marketing strategy. While their core business faces challenges, the functional health drink market, where Red Scream resides, is a sector they are actively investing in. The re-release and current buzz around Red Scream, coinciding with its 20th anniversary, highlight a strategic move to capitalize on the "nostalgia economy."
The revival of Red Scream offers several broader implications across industry and society. It highlights the power of nostalgia marketing, where brands can leverage consumer sentiment and memories associated with older products to generate buzz and reignite interest. The reintroduction of Red Scream also suggests a willingness to experiment beyond core successful products and explore niche markets or create new trends.
The initial discontinuation and subsequent revival of Red Scream demonstrate the significant influence of consumer feedback, underscoring the importance of active listening to consumer demands, even for seemingly unpopular products. The "black-red is red" phenomenon, where negative attention can still lead to increased publicity and sales, is also evident in Red Scream's case.
The strong opinions surrounding Red Scream highlight the diverse and subjective nature of taste, with emotional attachment and "taste memory" playing powerful roles in consumption and online discourse. The digital age, particularly social media platforms, has amplified collective memories and demands for product revivals, allowing online communities to coalesce around shared experiences and exert pressure on companies.
The reintroduction of Red Scream has generated significant online discussion, memes, and content creation, providing a cultural touchpoint and fodder for social interaction, regardless of the product's actual sales performance. The phenomenon has become a microcosm of online-driven cultural trends, reflecting a cultural appreciation for homegrown products, even those with unusual characteristics.
In conclusion, the Red Scream narrative is more than just a beverage story; it's a case study in brand resilience, the power of consumer sentiment in the digital age, and the intriguing interplay between taste, memory, and market strategy. While public reaction to Red Scream has been largely negative, with many people expressing strong dislike for its taste, the drink has become an integral part of Chinese pop culture, symbolizing the complex and often contradictory nature of consumer preferences.