How Xiamen Fantawild Resort used Xiaohongshu to drive Spring Festival park visits
The resort built its 2024 lantern-festival push around photo-ready Chinese aesthetics: lanterns, castle fireworks and hanfu styling. Twenty mid-tier creators each published one Xiaohongshu guide, pairing inspiration with practical visit details.
Make the lantern festival the answer to where to go for Spring Festival
The campaign presented 厦门方特东方神画 (Xiamen Fantawild Oriental Heritage) as an atmospheric, photogenic Spring Festival destination. Dragon-year lantern installations, 城堡烟花秀 (Castle Fireworks Show), costumed-character parades and seasonal performances supplied the visuals, while hanfu styling reinforced the Chinese-aesthetic angle. Twenty creators published twenty posts, mostly image-led guides, combining park checklists with shooting locations, schedules and outfit advice.
It targeted young urban women planning holiday trips and photo outings, alongside new mothers and family groups. Night sessions ran on the third and fourth of February, then from the tenth through the twenty-fifth. Castle fireworks began at nine each evening, with indoor and outdoor attractions open until then. Limited-time night access created urgency; there was no discount, and the call to action was an in-person visit.
- Objective
- Store Traffic
- Occasion
- Spring Festival
- Funnel
- Awareness
- Messaging
- Design and Aesthetics · National Pride (Guochao) · Nostalgia
- Scenes
- Festival Scene · Family and Parenting · Travel Scenario
- Formats
- Collection List
- Activation
- Installation / Exhibit
- Trends
- Neo-Chinese Style · Self-reward Spending · Relaxed Vibe
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| National Pride (Guochao) | 14%1 in 7 |
| Installation / Exhibit | 15%1 in 7 |
| Nostalgia | 18%1 in 6 |
| Typical | |
| Travel Scenario | 81%8 in 10 |
Share of the 299 Xiaohongshu Travel campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning, twenty-creator mid-tier matrix spanning travel and lifestyle
13.2K–233K
20 creators with a public follower count
Mid-tier Matrix Only
Koc Heavy
Female Dominant
The first step to copy
- 1
Start with the photo plan, not a general park overview
Open with the holiday travel question, then show lantern and fireworks photos. Add exact shooting spots, an evening timetable and outfit suggestions, and close with event dates and the park address so inspiration becomes a practical visit plan.
- 2+
More steps in the full teardown
creator casting, hanfu visual anchors, night-session urgency and the no-discount visit call to action
The full teardown adds
- Reads and engagement for all 20 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 428 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Hengdian World Studios turned Xiaohongshu guides into festival visitsXiaohongshu · Travel | Sep 21, 2024 | 23 |
| How Cordis turned its ninth anniversary into a Xiaohongshu art pop-upXiaohongshu · Travel | Aug 29, 2024 | 14 |
| How Marriott Bonvoy linked Qixi dining scenes to membership on XiaohongshuXiaohongshu · Travel | Aug 5, 2024 | 11 |
| How Tourism Australia used Xiaohongshu creators to turn 618 into a destination momentXiaohongshu · Travel | Jun 15, 2024 | 14 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 厦门方特旅游度假区. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction