How 肥鹅健身房 (Fat Goose Gym) built a 甄嬛传 (Empresses in the Palace) crossover on Xiaohongshu

The simulation-management game partnered with 甄嬛传 (Empresses in the Palace) under the narrative “重生之我在碎玉轩” (Reborn in Suiyu Pavilion), inviting players to help the central character reclaim what she had lost. Familiar roles and storylines became chubby goose characters. Fifteen creators published fifteen posts, with video accounting for 73% of the mix. Clay, wood-carving and paper-puppet projects made the characters tangible, while the hashtag “肥鹅健身房甄嬛传联动” (Fat Goose Gym × Empresses in the Palace crossover) and a wider topic matrix organized the work.

The audience was young women who follow 甄嬛传 (Empresses in the Palace), enjoy DIY and cute aesthetics, and want playful interaction and emotional value; the targeting also covered Gen Z students and urban female office workers. Beauty transformations, pet costumes, gaming and food styling deliberately extended the content beyond gaming. Participation centred on UGC submissions, a handicraft contest and the topic challenge, with no price discount, gift mechanic or offline activation.