Make the Enemy 'Behave'! On Military Appreciation Day, Guilty and Ice Man Puffs Launch 'ROC Military Co-Branded Edition'

Everyone's favorite snacks 'Guilty' and 'Ice Man Puffs' have quietly received a fresh new look this year. Their originally soothing and adorable packaging now features images of the F-16V fighter jet, M1A2T tank, Hai Ma multi-barrel rocket system, drones, and the Patriot PAC-3 air defense system—adding a bold, passionate edge to these familiar treats. The product series also collaborates with 'Zhi Zai Bing Cheng' to launch ice pops under the concept of 'military supply,' adding a cool and fun highlight to the September 3 Military Appreciation Day. By combining vivid military elements with friendly brand imagery, national defense is presented in a livelier, more enjoyable way, making this year’s packaging one of the most talked-about highlights.

Two major domestic food brands in Taiwan, 'Guilty' and 'Yi Mei Foods,' have joined hands with the military this year to launch limited-edition co-branded packaging, transforming new military equipment into eye-catching visual designs. Guilty uses the theme 'Glory to September 3: With the Military, Everything Behaves,' cleverly echoing Taiwan’s unique 'Guilty culture.' In many server rooms, offices, or workplaces, people often place a pack of Guilty next to computers, servers, instruments, or critical equipment, hoping the machines will 'behave well'—operate smoothly and avoid malfunctions. This time, by featuring the military’s latest equipment on its packaging, the urban legend gains a passionate extension: 'With Guilty, equipment behaves; with equipment, life behaves; with the military, enemies behave.' This witty and powerful association makes the image of defending our homeland easier to remember.

The Ministry of National Defense stated that the front of the packaging prominently displays the Hai Ma multi-barrel rocket system, ALTIUS-600M attack drone, and Patriot PAC-3 air defense system, accompanied by the words 'Guardian of Democracy,' highlighting the core mission of these new systems in protecting democratic society. It also reflects the military’s strategic focus on enhancing long-range precision strike, unmanned combat power, and air and missile defense capabilities. The back of the packaging resembles a mini 'ROC Military Equipment Encyclopedia,' showcasing three key systems—the M109A7 self-propelled howitzer, MQ-9B drone, and Harpoon anti-ship missile—to represent ground firepower, aerial surveillance, and coastal defense capabilities. This allows the public to recognize the concrete achievements of the military’s enhanced defense through everyday snack packaging.

Yi Mei takes a warm approach—paying tribute with 'local peace of mind'

According to the Ministry of National Defense, in contrast to Guilty’s vibrant and lively design, Yi Mei’s 'Thank You, Military Tribute Edition' pays homage with a warm, down-to-earth design language. The front of the box features the F-16V, surveillance drones, and M1A2T tank as central visuals, while the back carries the message 'A presence that brings local peace of mind,' complemented by design elements like the Hai Ma rocket system. This conveys the image of the military integrating air defense, ground forces, and surveillance systems to protect the homeland around the clock. After incorporating military elements, the familiar puffs retain their brand warmth while visibly expressing corporate appreciation for the armed forces, allowing troops to feel support and recognition from civilian enterprises.

Moreover, Yi Mei adopts the design philosophy of 'One puff, one patriotic heart,' extending the product’s light, friendly, and shareable nature into a tangible expression of civilian support for the military. When a familiar treat bears images of military equipment, it not only adds a layer of respect but also helps people see the military’s role in safeguarding daily life. As a result, 'supporting national defense' is no longer just a solemn slogan but can be conveyed through more relatable, accessible means.

Traditional ice treats join the collaboration—symbolizing a 'cool supply' for the military

The Ministry of National Defense noted that in addition to Guilty and Ice Man Puffs, the September 3 Military Appreciation Day product series also partners with 'Zhi Zai Bing Cheng' to launch ice pops. Using local ingredients like wheat tea and longan with traditional flavors, it echoes the military’s strength in protecting the homeland and ensuring local peace. The packaging design incorporates military elements from all three branches—the Hai Ma system, Yong Ying advanced trainer jet, and Tao Jiang warship—integrating military imagery into refreshing frozen treats. From domestically built aircraft and ships to the procurement of new weapons, it symbolizes the military fulfilling its duty to defend the nation through indigenous development and equipment modernization. Enjoying an ice pop on a hot summer day isn’t just about cooling down—it’s like delivering a 'cool supply' to troops, recharging their spirits, boosting combat readiness, and enabling them to steadfastly guard their posts, ensuring a peaceful life for citizens.

The Ministry emphasized that from Guilty’s playful design to Yi Mei Puffs’ warm tribute, and the ice pop’s surprise 'supply box' concept, each co-branded product integrates respect for the military into everyday consumer experiences in different ways. Through tangible equipment imagery and approachable design, the public sees that peace is never taken for granted—it stems from consistent efforts and nurturing over time. Defending Taiwan requires not only frontline soldiers’ dedication but also public trust and understanding. When more people understand the importance of new equipment and support strengthening national defense, this shared belief becomes our nation’s most solid and heartfelt line of defense.