Rising dragons, rising prosperity (龙行龘龘): Chinese New Year marketing campaigns in 2024
Chinese New Year, or Spring Festival, holds profound cultural significance across China and among people of Chinese descent globally. This Lunar New Year celebration is steeped in tradition, featuring family reunions, feasts, and well-wishing for prosperity and happiness. Each year is associated with a specific animal sign, and in 2024, the Year of the Dragon […]
Xiaohongshu’s Foodie Marathon boosts Shanghai’s culinary scene
On the 17th of July 2023, the Chinese social media platform Xiaohongshu launched the “100 Stores Exploration Plan” (100家探店计划), which will end on the 31st of December, 2023. This event was launched in several big cities like Guangzhou, Shenzhen, Shanghai, and Beijing. The event involves visiting 100 stores and sharing relevant posts on the platform. […]
Could frequent shopping events like Crazy Thursday replace Chinese shopping festivals?
Crazy Thursday, or “疯狂星期四” in Chinese, is a promotional event hosted by the popular fast-food chain KFC. This event takes place every Thursday, during which KFC offers substantial discounts on various items from its menu. These discounts can often be quite significant, reducing the prices of KFC meals to a fraction of their original cost. […]
From Changsha to China: Sexy Tea’s journey through Guochao and product expansion
Sexy Tea(茶颜悦色)is a tea brand originating in Changsha, Hunan Province, China. Founded by Zhang Zhongzheng in 2013, the new-style tea chain has expanded its networks of stores, with a strong presence in cities like Wuhan, Chongqing, and Chengdu, although its primary roots remain in Changsha. It’s not just a favorite among Changsha’s residents but has […]
How to make your brand go viral: branded mini movies in China
Mini movies are short cinematic creations shot for a specific product or brand. The general duration is less than 30 minutes. Branded mini movie was born with the development of new media technology and has become an emerging marketing tool in recent years. The essence of branded mini movie is information dissemination aimed at demonstrating […]
An “East-West” Exchange organized by Tmall Global
On November 6th 2021, Tmall Global released its promotional video named “East West Exchange” (世界东西交流会) for Double Eleven. The campaign utilizes the dual meaning of “Dong Xi” (“东西”, meaning both “East and West” or “Goods” in Chinese) to extend the platform’s ideas of promoting cultural and commercial exchanges between China and the West. As a […]
Through black cookies and creamy fillings, Oreo and Jay Chou linked sandwich cookies with Chinese ink art
On October 15th, Oreo, together with its brand ambassador Jay Chou, launched a music video titled “笑奥江湖, 玩心无极” (Laugh proudly at the world, keep a heart of innocence). Oreo linked the color of its classic cookies with the black and white in the traditional Chinese ink paintings. Oreo and Jay Chou’s ink art blockbuster landed […]
“Duk Haan Yum Cha”: Chali and Chua Lam’s Dim Sum Rejuvenate the Tea Trend with Zao Cha Culture (早茶文化)
“得闲饮茶” (Duk Haan Yum Cha), a popular greeting in Cantonese-speaking areas, meaning “let us go for tea together when we have time”. This is one of the most representative expressions under Cantonese Zao Cha Culture (早茶文化). Chali, a tea brand based in the Guangdong Province, is utilizing this culture to present a joint program with […]
Pairing with Ctrip, Audi Presents an Exclusive Glamping Trip to ‘Mars’
On September 5th, Audi officially announced a collaborative project with Ctrip: A Trip to ‘Mars’ on China’s ‘Golden Week Holiday’. During the trip, participants will take an Audi Q7 SUV deep into the Tsaidam Basin (Qinghai Province), a region known as “the most Martian place on Earth” for its topography. There, they will live in […]
Harbin Beer’s secret to increasing their female consumer base: Leveraging the idol economy
At a time when China’s idol economy has an unprecedented influence on young consumers, Harbin Beer has successfully attracted the attention of the fan circle and set itself apart from other brands that use celebrities as their endorsers. Harbin Beer is one of the oldest beer-brewing companies in China. Zhang Yixing is a Chinese idol […]
Olympic marketing 2021: Chando challenges China’s beauty standards featuring female Olympic athletes
On July 12th, when its 20th anniversary coincided with the Olympics Games, Chando, a Chinese beauty brand, released a short video promoting their new high-end Moisturizing Series cream and a surprise gift box made in collaboration with Tmall. (Read more about TMall Heybox). With the slogan “自然而燃 ” (Burn naturally), Chando plays on the idiom: […]
INSBAHA x Sanxingdui Museum campaign: Marketing “antique” products to Gen-Z
On July 12th the Chinese make up brand INSBAHA (原色波塔) released their new collaboration with the Sanxingdui Museum (三星堆博物馆) on all their Chinese social media accounts. INSBAHA is a make-up brand founded by a Chinese cosmetics company, Proya Cosmetics (珀莱雅), which targets ‘health nuts and trend lovers.’ The Sanxingdui Museum is located near Chengdu and […]