How Sanfu used Xiaohongshu videos to drive visits to its 巴啦啦小魔仙 (Balala the Fairies) pop-ups

From September 9 to October 4, 2024, Sanfu ran 巴啦啦小魔仙 (Balala the Fairies) pop-ups at Shanghai’s Wujiaochang Hopson One and Hangzhou’s Gonglian CC, using the themes “三福x巴啦啦小魔仙” (Sanfu x Balala the Fairies) and “巴啦啦能量魔仙集结” (Balala Power, Fairies Assemble). Cosplay check-ins, immersive store-visit vlogs and unboxings presented the shops as meeting points for anime fans. The range included 限定谷子 (limited-edition anime merchandise), 吧唧立牌镭射票棉花娃娃 (badges, acrylic stands, holographic ticket stubs and cotton dolls) and T恤 (T-shirts), with limited items and event-only availability adding urgency. Stamp collecting and in-store redemption connected the content to a visit.

The campaign spoke primarily to young women interested in anime, cosplay and childhood IP nostalgia, including students and price-conscious trend followers. There was no discount: the conversion mechanics were exclusive merchandise, gifts with qualifying purchases and a photo-sticker opportunity at a spend of 388. Content balanced nostalgic storytelling and friend-style recommendations with close looks at product design, giving fans both a social reason to visit and concrete items to seek out.