LA MER Christmas 2025 in China, miracles of surprise box
For the 2025 Christmas season in China, LA MER launched a short-term, digital-first holiday activation centered on the theme of “Miracles.”on Red.
Instead of driving traffic directly to retail, LA MER leveraged platform-native discovery and interaction mechanics. Consumers were encouraged to search specific Christmas-related keywords and participate in dedicated campaign topics on red, unlocking a gamified “surprise box” experience through engagement.
The surprise box incentive structure combined high-value scarcity and broad participation: a limited number of full-size products, alongside a larger distribution of samples,creating a fully engagement loop. The activation ran over a highly concentrated seven-day period (December 1–7, 2025), reinforcing urgency and seasonal relevance.
In terms of reach, the campaign generated significant visibility on Red, the hashtag #LaMerChristmasGiftSet has already accumulated over 27.2 million views.
CHANEL “Starry Night Parade” Christmas season pop-up in China
For the 2025 holiday season, CHANEL launched a multi-city, time-limited pop-up activation in China under the theme “Starry Night Parade.” The campaign ran from December 5, 2025 to January 4, 2026, simultaneously across Shanghai, Beijing, Hangzhou, Guangzhou, and Sanya.
The activation was structured around a galaxy exploration narrative, using light, space, and movement as the central experiential thread. Each city featured a dedicated holiday pop-up space where visitors could explore CHANEL’s festive products through themed zones rather than traditional retail displays.
Across all locations, the pop-up environments integrated five of CHANEL’s core brand symbols, at the pop-ups, visitors could discover holiday-limited fragrances and makeup and participate in hands-on souvenir making.
LANCÔME combined its 90th anniversary milestone with a multi-layered Christmas activation in China
For the 2025 Christmas season, LANCÔME combined its 90th anniversary milestone with a multi-layered Christmas activation in China, built around the theme of “Happiness”.
Key Christmas season actions included:
Christmas countdown & live-stream moment
The brand created a Christmas tree lighting countdown, supported by an official live-stream event, using the transition from daytime to nighttime to build emotional anticipation and real-time participation.
Celebrity-led Christmas rituals
Brand ambassadors Zhang Jingyi and Zhang Linghe participated by handwriting Christmas wishes, transforming personal messages into a symbolic “remote delivery” of festive blessings.
LANCÔME positioned Christmas as an extended emotional journey, combining offline space, live content, celebrity participation into a single, cohesive seasonal narrative.
Pokémon × BFC Christmas Pop-up in Shanghai
From November 22, 2025 to January 25, 2026, Pokémon launched a Christmas-themed pop-up event titled “Winter Miracle Journey” at BFC Bund Finance Center in Shanghai.
The activation centered on the Christmas and New Year season, featuring a retail pop-up selling limited holiday-themed merchandise. The experience combined large-scale outdoor and immersive indoor installations, including a 15.1-meter outdoor Christmas tree with nighttime lighting, an indoor plush-themed Christmas tree, and a large Snorlax-themed interactive area.
To drive footfall and engagement, Pokémon character meet-and-greet parades were held every weekend throughout the pop-up period, consistently attracting large crowds and reinforcing the destination’s festive atmosphere during the Christmas season.
DIOR’s Enchanted World
For the Christmas season, DIOR transformed Shanghai Qiantan Taikoo Li into an immersive festive destination with a large-scale installation titled “DIOR’s Enchanted World.”
The brand created a luminous forest–style outdoor installation, designed as a maze-like mythical garden that comes alive after dark. The space features symbolic fantasy elements, including Pegasus from Greek mythology and oversized butterflies, combined with metallic structures, lighting installations, and natural forms. The setting was highly visual and designed for nighttime viewing and social sharing.
In parallel, DIOR released the “DIOR’s Enchanted World” video, integrating the same dreamlike universe into a branded film showcasing DIOR’s key product categories. The video extended the offline experience into digital storytelling, linking the festive fantasy world directly with product presentation.
