What does it really mean when we call something “vegetarian meat” or “non-alcoholic wine”? Are these names honest descriptions, manipulative marketing, clever bridges, or comforting stories we tell ourselves while trying to change our habits? Is it done in the name of money? Or is it about health, ethics, and the planet? Or is it simply to fit in? Or all of the above?

 

In this discussion, we’ll explore how these in-between products sit at the intersection of language, identity, and marketing. We’ll ask whether they should be named differently, what it says about us when we want the idea of meat or wine without the substance, and how these labels shape consumer behaviour. Is this kind of branding a gentle way to help people adapt to innovation, or is it just smart business dressed up as self-improvement? Expect a thoughtful, curious conversation that looks beyond food itself and into the stories we use to justify change, desire, and belonging.

 

当我们把某样东西叫作“素肉”或“无酒精葡萄酒”时，这到底意味着什么？这是诚实的描述、带点操控的营销、聪明的过渡方式，还是我们在改变习惯时给自己讲的一个安慰故事？这是为了赚钱？还是出于健康、伦理和环境？又或者只是为了融入圈子？也可能全都有？

 

在这场讨论中，我们会看看这些“夹在中间”的产品如何站在语言、身份认同和营销的交汇点上。我们会问：它们是不是该换个名字？当我们想要“肉”或“酒”的感觉，却不要它们本身时，这反映了我们什么心态？这些标签又是如何影响消费者行为的？这种品牌方式是在温和地帮助人们适应新事物，还是把商业逻辑包装成自我提升？这会是一场有思考、有好奇心的对话，聊的不只是食物，而是我们如何用故事去合理化改变、欲望和归属感。