This summer, China once again proved to be one of the world’s most dynamic consumer markets. From the viral frenzy around Labubu collectibles, to Louis Vuitton’s landmark “The Louis” opening, and a wave of cross-sector collaborations bridging luxury, lifestyle, and digital culture — the season was filled with events that reshaped consumer conversations and set new benchmarks for brand engagement.

This summer’s wave of marketing activations did more than create viral moments — they reshaped consumer expectations, redefined how brands engage with audiences, and highlighted the extraordinary vitality of the Chinese market. From playful memes to cultural landmarks and large-scale community events, these cases demonstrate how brands can seamlessly merge creativity, cultural resonance, and commerce — and, most tangibly, how they can drive surges in sales and market capitalization.

Figure 1 Market capitalization of Pop Mart, in billions of HKD

Mixue Bingcheng（Bubble Tea Beverage Brand）× Oriental Pearl Tower

In July, the meme “drinking Mixue Bingcheng in Shanghai will get you ‘attacked’ by the Oriental Pearl Tower” quickly went viral, becoming a nationwide topic. Related posts on Xiaohongshu generated millions of interactions, with single notes receiving over 300K likes, while the hashtag #
喝蜜雪冰城被东方明珠攻击
reached nearly 4M views within 15 days. Starting July 22, Mixue Bingcheng’s official account released a series of creative short videos — including the Snow King mascot appearing under the Oriental Pearl Tower, and even climbing the tower itself — which collectively earned nearly 8M likes across three videos. By now, Mixue Bingcheng has ranked #1 in beverage brand buzz for four consecutive weeks, while the campaign also sparked an offline “check-in challenge,” with people bringing Mixue drinks to the Oriental Pearl Tower for photos.

Figure2 Total Engagement Trend Chart, Peak is 44 Million

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Takeaways:

  • Contrast-driven storytelling: Mixue Bingcheng represents affordability and accessibility, while the Oriental Pearl Tower symbolizes refinement and premium status. Their stark contrast naturally created drama and offered endless material for memes and user-generated content.
  • AI Tools amplification: The popularity of AI tools lowered creative barriers, fueling countless memes and short videos. Meanwhile the brand’s official participation — such as videos of the Snow King “attacking” the Oriental Pearl — legitimized the trend and amplified engagement.
  • Conversion from online buzz to offline sales: The meme translated into real-world behavior, with “bringing Mixue Bingcheng to the Oriental Pearl for a check-in” becoming a viral offline challenge. This surge drove product shortages in nearby stores, with items like lemon water selling out, successfully converting online traffic into actual sales.

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