China – To preserve and revive a fading cultural tradition, TBWA Group China partnered with the Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism to reimagine the iconic Qiao Bei (敲背) ritual—the traditional back-tapping massage—through a creative new campaign.
In recent years, there has been a growing interest in traditional Chinese culture, encouraging people to revisit and reflect on time-honoured customs. While art, craftsmanship, and cuisine are often celebrated, one lesser-known tradition—the Chinese bathhouse culture—has largely faded from public attention. This 1,200-year-old practice, deeply rooted in Yangzhou, was once an integral part of daily life.
As part of the campaign, the team introduced the world’s first “Towel Percussion” experience—an artistic and interactive reinterpretation of the Qiao Bei ritual. By using the bath towel as both a percussion instrument and a musical medium, the initiative aims to present the traditional practice in a form that is accessible and relatable to modern audiences.
The campaign features four original musical compositions built around Qiao Bei’s distinctive rhythms. “The Galloping of Ten Thousand Horses” pays tribute to Yangzhou’s past as a river transport hub, evoking the thunderous rhythm of horses in motion. “The Magpie Perches on the Plum Tree” draws from Chinese folklore, symbolising the arrival of joy and good fortune. “The Sound of Copper Coins” reflects the vibrant trading atmosphere of the Ming and Qing dynasties. Finally, “9, 7, 5” is a symbolic piece inspired by Chinese numerology and wellness traditions, where 9 represents clarity and completeness, 7 signifies a seven-day cycle of recovery, and 5 alludes to harmony through the five elements.
The campaign is currently live on social media platforms and includes the release of the four percussion tracks on major streaming services such as Spotify, Apple Music, YouTube Music, and TikTok, allowing wider audiences to engage with this reinterpretation of Qiao Bei.
