How POP MART turned Douyin unboxings into Spring Festival gifting stories

Running from 8 to 31 January 2024 under “春节来点泡泡玛特” (Add Some POP MART to Spring Festival), the campaign made “新年礼物随你送谁” (Give Your New Year Gift to Anyone You Like) the shared gifting idea. MOLLY, LABUBU and 龙吟献瑞 (Dragon’s Call Brings Good Fortune) blind boxes were unboxed inside videos about Spring Festival visits, couples exchanging presents and gatherings between friends. Instead of hardcore product reviews, comedy, romance and family-drama creators made the reveal part of an everyday exchange. Hooks around “隐藏款” (secret editions) and “每个角色都有故事” (Every Character Has a Story) put design, character storytelling and surprise at the center.

The work spoke to urban women aged 18–35, including white-collar workers and Gen Z students who wanted a socially expressive gift but were not necessarily dedicated collectors. A consistent spoken close, “春节来点泡泡玛特，随你送谁” (“Add Some POP MART to Spring Festival, and Give It to Anyone You Like”), covered both Spring Festival and Valentine’s Day gifting. There were no discounts or gifts with purchase; the call to action was to search for the store or product showcase, with store visits forming the offline tie-in.