How 九木杂物社 (Jiumu variety store) used Loopy and Valentine’s Day to launch stationery on Xiaohongshu
For a 2024 Valentine’s Day launch, 九木杂物社 (Jiumu variety store) paired Loopy with limited stationery gift sets. Fourteen mid-tier creators published fourteen video-led posts, mixing unboxings with couple storylines and prompts to search in store.
Licensed character stationery, framed as both fan merchandise and a Valentine’s gift
From January 22 to February 7, 2024, 九木杂物社 (Jiumu variety store) launched Loopy co-branded stationery and cultural-creative accessories. Journal-material packs, notebook sets and work badges were presented as fan-oriented merchandise, with official licensing and cute design central to the product story. A multi-wave, video-led creator plan combined detailed unboxings with couple-story placements, covering both product features and gift-giving moments.
The campaign spoke to young women who enjoy journaling, stationery and cute character IP, including Gen Z students and urban female professionals. It addressed self-purchase as well as couple gifting. The 情人节礼盒 (Valentine’s Day Gift Box) and 樱花限定款loopy (Cherry Blossom Limited-Edition Loopy) added limited colours and gift-set formats, with limited-edition and first-launch cues rather than discounts. Content stayed focused on awareness and product discovery, leaving store search as the natural next step.
- Objective
- Product Launch
- Occasion
- Valentine's Day · New Launch
- Funnel
- Awareness
- Messaging
- Design and Aesthetics · Love and Romance
- Scenes
- Couple Scenario · Gifting Scenario
- Formats
- Unboxing / Haul
- Trends
- Merch and IP Collab · Self-reward Spending · Aesthetics Economy
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Festival Gifting Promo | 17%1 in 6 |
| Love and Romance | 19%1 in 5 |
| Typical | |
| Design and Aesthetics | 95%10 in 10 |
| Unboxing / Haul | 67%7 in 10 |
Share of the 144 Xiaohongshu Hobbies campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Fourteen mid-tier creators, female-leaning and split across stationery and lifestyle
22.8K–454K
14 creators with a public follower count
Mid-tier Matrix Only
Mid Dominant
Female Dominant
The first step to copy
- 1
Choose an IP whose following fits the product
Start with a socially prominent character IP and make official licensing central to the product story. For 九木杂物社 (Jiumu variety store), Loopy gave stationery a fan-merchandise frame, while the cute design kept the range relevant to journal and stationery buyers.
- 2+
More steps in the full teardown
casting, unboxings, gifting scenes and the store-search tie-in
The full teardown adds
- Reads and engagement for all 14 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 756 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How MINISO used Harry Potter pop-ups and cosplay to drive store visits on XiaohongshuXiaohongshu · Hobbies | Sep 28, 2024 | 10 |
| How DC China used 31 Xiaohongshu creators to preview a Batman anniversary pop-up in GuangzhouXiaohongshu · Hobbies | Sep 13, 2024 | 31 |
| How 福赏福赏 (Fushang Fushang, a prize-draw brand) linked multi-IP prize draws to pop-up visits on XiaohongshuXiaohongshu · Hobbies | Aug 30, 2024 | 17 |
| How TOPTOY built a DIY-led Xiaohongshu launch for 三丽鸥搪胶拿铁宝宝 (Sanrio vinyl Latte Baby dolls)Xiaohongshu · Hobbies | Aug 5, 2024 | 24 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 九木杂物社. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction