Hang Lung rolls out summer carnival across 11 Mainland China malls in latest anniversary marketing push

Hong Kong – Hang Lung Properties has launched its “66 Let Loose” Summer Carnival across 11 mixed-use commercial developments on the Chinese mainland, marking the third phase of the company’s “66 and beyond” anniversary campaign.

The brand is running the campaign through July and August across nine cities, building on the anniversary marketing programme with a mix of pop-up markets, sports activations and live music events designed to drive footfall and lengthen dwell time at its malls during the summer period.

The carnival is structured around three consumer-facing themes. “Let’s Play” centres on curated pop-up markets aimed at younger shoppers seeking new products and experiences. “Let’s Move” offers sports and wellness activities intended to position Hang Lung’s malls as community hubs rather than pure retail destinations. “Let’s Jam” anchors the campaign’s entertainment strategy, pairing a nationwide “66 Summer Music Festival” with Chinese Valentine’s Day programming and live sets from a lineup of bands.

Individual malls are running city-specific activations under the shared campaign umbrella. Spring City 66 in Kunming has partnered with character brand SUNNYMORE for the nationwide debut of its “Mushroom Island Tour” pop-up and a companion “Shroom Style Culture Market 2.0” bazaar. Parc 66 in Jinan is staging a Qixi Music Festival featuring bands from the television programme The Big Band alongside local online personalities. Riverside 66 in Tianjin has introduced an immersive go-karting experience as part of its activation.

The campaign is also being used to drive engagement with Hang Lung’s HOUSE 66 loyalty programme, with members offered summer bonus points, 666-point redemptions, lucky draws and gift-with-purchase incentives tied to the carnival period.

Other properties are running parallel activations. Grand Gateway 66 and Plaza 66 in Shanghai, Palace 66 and Forum 66 in Shenyang, Centre 66 in Wuxi, Olympia 66 in Dalian, Heartland 66 in Wuhan and Westlake 66 in Hangzhou are each hosting a combination of markets, sports programming, music events and brand tie-ins, including a Burberry pop-up at Plaza 66 and a LEGO exhibition planned for Westlake 66.