Tag: China

China – In celebration of ‘I Love You 520’ Day, global skincare powerhouse SK-II has unveiled a new campaign with iconic Asian rock band MAYDAY, blending music and beauty to honour love in its most genuine form.

The campaign features MAYDAY’s hit love song ‘First Love Once Again’, from their sixth Mandarin studio album ‘’Born to Love’, as the soundtrack to a short film that takes viewers on a kaleidoscopic journey through love. Framed as a playful yet reflective invitation, the film encourages audiences to embrace their personal love stories in celebration of 520 Day.

“We are thrilled to partner with SK-II. SK-II is the first beauty brand we as a band have partnered with in years. It comes at an extra special time for us, as 2025 is the year we are celebrating our 25th anniversary as MAYDAY. We wanted to give our fans something different and special to look forward to this time, this 520. We had a lot of fun filming this campaign,” shared Ashin, lead singer of MAYDAY.

“Not many people know this, but we have actually been fans of SK-II’s products for years—especially the brand’s Miracle Water. Our songs have always been about celebrating love authentically, and we are excited to be able to do this with SK-II,” he added.

As part of the campaign, SK-II has introduced a 520-Day Limited Edition “Heartbeat” Gift Set in China. The set includes a specially designed gift box with layered heart motifs, alongside the brand’s signature Facial Treatment Essence. The limited-edition bottle, containing over 90% PITERA™, is personalised with the handwritten message “You Are My Only One” by MAYDAY.

The gift set and customised essence will be available while stocks last from 8 May across SK-II’s official online stores and retail counters in China. A personalisation service will also allow customers to add their own messages, enhancing the gifting experience.

Helene Bellamy, global SK-II senior vice president and global brand leader, shared, “This year’s China ‘I Love You Day’, while most campaigns focus on the hottest and flashiest gifts, we wanted to shift the focus back to HER, challenging what has become the norm, and celebrate the real, authentic meaning of love – with a thoughtful gift that celebrates loving you and only you.”

“MAYDAY is not only a music legend but a true icon of love in the eyes and hearts of our consumers. Their iconic love anthems through the years have become synonymous with authentic celebrations of love. We look forward to our consumers sharing their unique love stories with their one and only this 520 with SK-II as #1 Gift and MAYDAY,” she added. 

China – LUX, together with VML Singapore, has unveiled a new campaign that challenges deep-rooted naming traditions in China—encouraging women to reclaim their identity by creating meaningful, modern names that celebrate who they truly are.

As part of the campaign, LUX and VML Singapore launched ‘Reclaim Her Name’, a digital tool that allows women in China to replace outdated, gender-biased names with alternatives that reflect modern values and personal empowerment. The tool, accessible via mobile apps WeChat, Weibo, and Rednote, uses AI to suggest new names based on the original—retaining key elements such as sounds and characters, but shifting away from regressive associations.

The initiative introduces the concept of “self-renaming”, a response to the enduring practice of assigning names that reflect traditional gender hierarchies. In China, it remains common for women to be given names that signify fragility, inferiority, or disappointment—such as Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”). These names continue to reflect deep-seated gender bias, subtly reinforcing the idea that women are secondary to men.

Rooted in feminist history, the campaign draws inspiration from Nu Shu, a centuries-old secret script developed and used exclusively by women during the Song Dynasty. Created as a way for women to communicate and share their experiences in a male-dominated society, Nu Shu’s flowing, symbolic strokes form the basis for the campaign’s custom-designed “New Women’s Font”, which appears throughout the tool.

The name-changing process is designed to be interactive and intuitive. Users enter their current name and simply shake their phones to receive a new suggestion. If the result doesn’t resonate, they can continue shaking until they find a name that aligns with their identity.

By combining technology with cultural insight, ‘Reclaim Her Name’ offers a modern response to a longstanding issue—providing women with a means to assert agency over something as foundational as their name.

Marco Versolato, chief creative officer – WPP@Unilever at VML Singapore, said, “Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China.”

Since its launch, ‘Reclaim Her Name’ has generated over 14,000 new names, reflecting growing engagement with the tool and broader conversations around identity and gender norms in China.

Judy Zu, global brand director at LUX, shared, “Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques. At LUX, we believe every woman deserves a name that becomes a mirror to her strength and a compass for her journey. Yet, even today, profound bias still lurks behind many women’s names. That’s why we created Reclaim Her Name: not just to rename, but to reignite. Because every woman can – and should – sculpt her identity unapologetically; just as characters transform with every stroke, so can we.”

Shanghai, China – Italian luxury fashion house brand Bottega Veneta has recently opened ‘A Poetic Conversation’, an interactive poetry installation at the Rowing Club, Shanghai. The installation, done alongside LePub Milan and LePub Singapore, features several thousand editions of the anthology ‘In Such a Staggering World’ (Yao Yao Huang Huang De Ren Jian) by Yu Xiuhua, arranged in a three-dimensional Bottega Veneta brandmark. 

Over the course of the day, members of the public can visit the installation and take home a copy for free.

For Bottega Veneta, Yu’s work is a powerful example of the self-expression that is integral to the brand’s founding values and ethos. Known for its iconic slogan ‘When your own initials are enough,’ the house has celebrated authentic individuality ever since it was established by a group of artisans near Venice in 1966. 

With a no-logo philosophy, Bottega Veneta designs never overburden with branding, but rather empower each wearer to be whoever they want to be. 

This ethos comes to life in ‘A Poetic Conversation’. As members of the public pick up their copy of Yu’s anthology, the Bottega Veneta trademark slowly disappears. What remains is the poetry and each reader’s response to it. ‘In Such a Staggering World’ becomes a companion on an individual journey, in the same way that Bottega Veneta bags adapt to the wearer as they move through their day and the world. 

Moreover, the special edition of ‘In Such a Staggering World’ also comes with a fold-out When your own initials are enough poster, as well as a bookmark featuring a new Yu Xiuhua poem inspired by the tagline. 

‘A Poetic Conversation’ will be Bottega Veneta’s second event this year with a prominent poet after the brand hosted a performance by Patti Smith during Milan Fashion Week. With a long history of engagement and advocacy across the arts, the brand identifies in poetry a freedom of personal expression and interpretation that resonates with its design philosophy. 

China – Starbucks China has launched its latest campaign celebrating its baristas and highlighting their commitment to craftsmanship, which sets the brand apart.

The campaign, titled ‘好好照顾每一杯’ (meaning “Crafted with care in every cup”), highlights what truly sets Starbucks apart—its passionate baristas. Bringing to life the dedication of Starbucks’ 60,000 baristas in China, the campaign showcases the artistry, craftsmanship, and care poured into every cup.

Developed by advertising agency Anomaly Shanghai, the campaign begins with a brand video centred on the mantra, “The last ten feet are in our hands,” emphasising the role of baristas in delivering care and precision in every cup.

This focus continues through a series of videos that showcase the craftsmanship behind each drink, from the precise pour of a Flat White to the measured shake of an Iced Shaken Espresso, offering a closer look at the skill and attention to detail involved.

To further elevate the campaign, Starbucks China invited its baristas to share their stories, accompanied by distinctive music and a personalised sign-off that includes their name. This initiative offers a behind-the-scenes look at their craftsmanship, highlighting moments that often go unnoticed by customers.

China – Publicis Groupe Asia Pacific has named Mickey Zhang as president of Publicis Media in China, strengthening its senior leadership team amid a period of strong growth momentum for the Groupe in the market.

In this newly created role, Zhang will oversee the development of Publicis Groupe China’s media capabilities and strengthen client relationships in a key market. She will also lead the expansion of the Groupe’s Connected Media proposition in China, integrating strategy, planning, commerce, omni-performance, influence, and CRM with a focus on identity-driven solutions.

Zhang will also lead initiatives to strengthen the Groupe’s partnerships and expand its presence in China. Her role will involve utilising AI solutions and data-driven insights to support the company’s client-focused strategy.

With this appointment, Publicis Groupe brings together its media agencies—Zenith, Starcom, Spark Foundry, and its middle platform—under Zhang’s leadership in China.

Zhang brings over 20 years of experience in branding, media, strategic planning, sales, and marketing. Before joining Publicis Groupe China, she spent three years at Shanghai Jahwa, where she held roles including chief marketing officer, general manager of the beauty and baby products division, and chief digital officer. She led strategies that strengthened the company’s branding, marketing, sales, and e-commerce operations.

Before Shanghai Jahwa, Zhang also spent nine years at GroupM China in leadership roles, including chief product and service officer, where she established services in e-commerce, social, audience insights, activations, and influencer marketing. She also held senior positions at Baidu, Google, and eBay, focusing on digital marketing solutions.

Speaking about her appointment, Zhang said, “I’m delighted to be part of the Publicis family! As a global leader in marketing communications, Publicis Groupe has been steadfast in its investment in scaling up and enhancing its capabilities and expertise in data, technology, media, and creativity to deliver outstanding value to its clients. It’s truly a privilege to have the chance to work with inspiring and passionate colleagues, as we continue to innovate and remain at the forefront in the field of media, creativity, and communications.”

Zhang will be based in Shanghai and report to Publicis Groupe Asia Pacific CEO Jane Lin-Baden.

“Our latest earnings report highlights 6.4% growth for China in 2024, outperforming the industry. It adds to our impressive 5-year track record of leading new business,” Lin-Baden said.

She added, “Mickey’s appointment is a strategic move to strengthen China’s senior leadership and embark on our next chapter of transformation. Her diverse experience across client, agency, and technology platforms sets her up to lead our Connected Media proposition, with access to our proprietary, cutting-edge products and solutions. Her expertise will undoubtedly enhance our commitment to our clients and strengthen our partnership with them.” 

China – Apple and Alibaba Group are reportedly forming a partnership that will integrate Alibaba’s artificial intelligence technology into iPhone services in China.

Alibaba Group chairman Joe Tsai announced the partnership during an interview with Jeffrey Katzenberg at the World Government Summit in Dubai, Bloomberg reported.

The report states that Alibaba’s technology will power the iPhone’s AI services in China.

“Apple has been very selective, they talked to a number of companies in China, and in the end they chose to do business with us; they want to use our AI to power their phones,” Tsai made the remark in the interview, as quoted by Bloomberg.

Tsai further explained that Apple has yet to roll out its full suite of AI features in China due to regulations that require the company to partner with a locally accredited firm.

In a separate report, Reuters highlighted that Alibaba’s Hong Kong-listed shares surged as much as 9.2% to HK$124.3, their highest level since January 2022. The stock later pared its gains, closing up 2.6%.

According to Reuters, the landmark deal puts an end to months of speculation about Apple’s AI strategy in the region, as the iPhone maker had been in talks with Chinese tech giants such as Baidu, ByteDance, and Tencent.

It remains unclear whether Apple’s partnership with Alibaba will follow a similar model to that of iPhones outside China, which use a combination of Apple’s proprietary AI and OpenAI’s ChatGPT.

This partnership is seen as a significant win for Alibaba, which is currently competing with major domestic rivals in China’s highly competitive AI market. It is worth noting that Alibaba has recently intensified its efforts in the AI race with the release of its Qwen 2.5 models, which the company claims can rival the leading open-source AI models available.

China – In celebration of China’s Giant Panda Conservation Day, e-commerce giant Taobao has teamed up with ad agency Heaven&Hell Shanghai to debut an animated short film aimed at raising awareness and garnering support for wild panda habitat conservation.

Titled ‘TaoTao’s Story,’ the animated film uses traditional Chinese shadow puppetry to tell the legend of TaoTao, the world’s first wild-trained and successfully rewilded panda. Adopted by Taobao in 2012, TaoTao’s recent discovery in the wild, possibly as a ‘grandfather,’ marks a milestone in China’s wild panda conservation efforts and a significant moment for Taobao.

To introduce TaoTao’s hometown of Sichuan, Heaven&Hell Shanghai used the region’s iconic shadow puppetry to tell TaoTao’s story. The film highlights ten key moments, from TaoTao’s wild training by its mother, CaoCao, to its rewilding, adaptation to nature, and eventual legacy as a legend.

The creative agency also enlisted Zhuying Xiong, the storyteller behind the “Headless Monk” segment in the popular game Black Myth: Wukong, to narrate TaoTao’s story through song.

Through this campaign, Taobao aimed to leverage its brand recognition to raise awareness of TaoTao’s legendary story and highlight the need for support in constructing habitats for TaoTao and the 1,900 other wild giant pandas.

In addition to the animated film, Taobao launched 10 posters in high-traffic subway stations across Sichuan and Hangzhou to raise awareness of TaoTao and encourage support for wild panda habitat conservation. To further engage the public, Heaven&Hell created limited-edition TaoTao plush toys, allowing fans to connect with the campaign in a fun, wearable way.

China – Changan Auto, the Chinese automotive brand, has unveiled a refreshed brand identity crafted by global brand consultancy Landor, aimed at resonating with international audiences and driving growth in key markets.

Changan Auto partnered with Landor to create a brand story that reflects its ambition and innovation as a rising global automotive force. The refreshed identity blends the CHANGAN brand with a distinct yet harmonious presence, highlighting the company’s commitment to high-quality, advanced mobility and positioning it as a pioneer in innovative driving experiences.

The brand’s new creative concept, ‘Beyond the Horizon,’ features gradients inspired by nature, symbolising innovation and progress. The visual language in photography and film evokes a sense of exploration, portraying individuals as pioneers charting their own paths toward a richer, more fulfilling life.

Steven Gao, business director of Landor China, said, “Partnering with Changan Auto on their global journey has been a privilege. Our collaboration has resulted in a powerful brand strategy and visual identity that will position Changan for success in key international markets and contribute to the continued growth of the Chinese auto industry on the global stage.” 

Changan Auto has already expanded into key global markets, including Thailand, the Middle East, and South America, with plans for further growth in 2025.

Singapore – Integral Ad Science (IAS) has unveiled plans to expand into China, aiming to equip global advertisers with advanced solutions for invalid traffic (IVT), fraud detection, and brand safety and suitability measurement, tailored to meet both international and local standards.

IAS aims to enter the world’s second-largest advertising market to support advertisers tapping into China’s growing digital media potential. With digital ad spending in China expected to surpass $140 billion in 2024, IAS aims to deliver greater value and results for its clients.

Moreover, this expansion aligns with IAS’s long-term international growth strategy, addressing a critical need for advertisers seeking comprehensive measurement coverage across global markets. 

Through the establishment of a subsidiary in China and its role as a founding member of IAB China, IAS will also provide dedicated local support to Chinese advertisers aiming to expand their reach globally.

IAS has collaborated with global luxury clients, many with significant media investments in China, to develop this market initiative. The company emphasised that they are dedicated to working with industry partners to create solutions tailored to China’s unique advertising landscape.

“IAS is one of the only measurement solutions able to meet the unique demands of the Chinese market, and we’re aiming to fill a crucial gap in coverage for advertisers,” said Lisa Utzschneider, CEO of IAS. 

“With an expanded footprint, we will empower advertisers with actionable data they need to maximise their return on investments and support their growth in this dynamic and evolving digital advertising landscape,” she added. 

Tracy Cui, vice secretary-general CAA at IAB China, also shared, “IAS and IAB China are pleased to be working together to provide international brands with better access to global standards in China and helping to bring new technologies to the market.”

Earlier this year, IAS announced expansions into key APAC markets, including Hong Kong, Taiwan, Thailand, and Vietnam, alongside senior leadership appointments. Its APAC operations now span a wide network, covering Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam.

Chicago, USA – Mondelēz International has announced that it has signed an agreement to acquire a significant majority stake in Evirth, a manufacturer of cakes and pastries in China, subject to customary closing conditions, including regulatory approval. 

The move represents an important step forward in Mondelēz’s strategy to accelerate growth in the cakes and pastries category – a core focus for the company, alongside chocolate and biscuits.

It is worth noting that Mondelēz already has a minority investment in Evirth to develop, manufacture and supply frozen-to-chilled cakes and pastries in China featuring some of its iconic brands, including Oreo and Philadelphia. Evirth is growing rapidly, driven by its strong distribution in club stores across China, as well as its R&D and technical expertise.

Founded in 2013, Evirth is a leading company in frozen-to-chilled cakes and pastries in China, a category currently estimated at US$3b, growing at a compound annual growth rate of about 15%. Chinese consumers increasingly seek fresh, premium options with innovative and sophisticated taste profiles to meet a growing range of snacking occasions.

Dirk Van de Put, Mondelēz Chair and CEO, said, “We’re excited about the opportunity to accelerate our growth in cakes and pastries through continuous innovation, leveraging our high-value brands to create more premium tastes and formats.”

Meanwhile, Linfeng Xu, chairman, founder and general manager at Evirth, commented, “We are excited that Mondelēz International is increasing its investment in Evirth, and this is a historic moment for us. By bringing in Mondelēz’s brand experience, technical strength, and international network, Evirth can be better positioned to provide premium products for our customers and consumers.”

Mondelēz has strengthened its portfolio of cakes, pastries and other baked snacks through its April 2020 acquisition of Give & Go, a manufacturer of frozen-to-fresh brownies, cookies, cupcakes and related bakery products in North America, and its January 2022 acquisition of Chipita Global SA, a manufacturer in croissants, baked rolls and related snacks, focused in Central and Eastern Europe, with increasing expansion to additional markets.