SHANGHAI, CHINA — Chinese lifestyle retail brand MINISO teamed up with creative agency McCann China to launch a multi-touchpoint integrated marketing campaign, “Reinvigorating China’s Intangible Cultural Heritage,” during China’s Golden Week national holiday in October.
Due to changing times, much of China’s Intangible Cultural Heritage now gathers dust in collections of artifacts in museums far removed from people’s daily lives. Whilst many agree that China’s Intangible Cultural Heritage should be preserved, MINISO wanted to go a step beyond this and revitalize heritage items, bringing these back to life to enrich people’s everyday lives and those of future generations.
The campaign is one of the key projects in the “Chinese Cultural Innovation Global Development Plan” launched by MINISO and the Xinhua News Agency, China’s official state news agency. It is part of the 10th anniversary of the Belt and Road Initiative and carries the vision of both parties to shape and promote Chinese culture.
A fully-integrated campaign
The campaign had multiple touchpoints. Commencing with a film to explain the beauty and current status of China’s Intangible Cultural Heritage by engaging consumers via interactive offline events to allow them to experience the pride and excitement of being a part of “Continuing to Write China’s Intangible Cultural Heritage.”
Leveraging its huge retail network, MINISO launched a series of Chinese Intangible Cultural Heritage daily necessities. Based on three traditions: Jiang Yong Nüshu (an exclusive script used only by women), Chinese Paper-cutting, and Cao’s Kites, MINISO leveraged its design expertise and embedded the heritage items into the designs of a new suite of products ranging from paper fans to aromatherapy, stationery, and even pet supplies.
