How Meituan turned Qixi flowers into museum exhibits on Xiaohongshu

For Qixi, Meituan Waimai and 敦煌市博物馆 (Dunhuang Museum) staged "从未展出的宝藏" (Treasures Never Exhibited Before), an exhibition built around 新中式花束 (new Chinese-style bouquets). Bouquets and love letters from ordinary people were presented through the language of museum collections, supporting the slogan "送花就是送出宝藏心意" (Giving flowers means giving a treasured heartfelt sentiment). The activation included exhibition check-ins, stamp collecting, on-site redemption and a comment lottery. From August 5 to 9, sixteen creators published sixteen Xiaohongshu posts, led by photo-and-text formats with one quarter video. Couple visits used first-person romantic narratives, while a smaller set of marketing accounts unpacked the campaign as a case.

The campaign addressed urban young women seeking ritual, romance and culturally grounded new Chinese aesthetics, alongside gift buyers. The exhibition ran from August 4 to 10, with limited collection certificates available on site. Online, the call to action was to search "新中式花束" (new Chinese-style bouquets) in the Meituan Waimai app for Qixi limited-edition bouquets. There was no discount; the limited offer, event window and exclusive launch supplied the urgency.