Douyin (TikTok)’s “decentralized” algorithm
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
In Part 1, we unpacked why co-branding became one of the hottest plays in China’s marketing landscape. especially insight 04, “In the era of fragmented small screens, blockbuster films and TV series remain key cultural forces” this second part shifts from “what happened” to “how to play”, breaking down concrete strategies, platform tactics, and real cases to help brands navigate cross-border collaborations more confidently and effectively in the Chinese market.
With engaging stories and beloved characters, film and television dominate popular culture. Brand collaborations with these productions can harness their influence to refresh brand image and boost visibility.
At the start of 2024, Wong Kar-wai’s drama “Blossoms” became a viral sensation. Inspired by Lingzi’s character, Prada released a collaborative collection featuring tie-dye print dresses, orange mohair coats, and more.
In October 2024, MINISO teamed up with Harry Potter to launch a themed collaboration.
The Shanghai Huaihai Middle Road flagship store was transformed into a wizarding world, featuring a replica of Platform 9¾ and cosplayers dressed as iconic characters. Products were displayed by Hogwarts houses, and the co-branded collection achieved over 360,000 yuan in first-day sales with Harry Potter items accounting for nearly 80%.
On November 15, 2024, Molly Tea and Eternal Night Galaxy launched a collaboration event. Four limited-edition bottled drinks were released: Peach Laotie, Yikou Laotie, Jasmine Milk White, and Gardenia Milk White. Also included were co-branded acrylic stands, scented cards, and other peripherals.
The popularity of films and TV series helps brands quickly boost awareness, attract consumers, and naturally convey their values through storylines and scenes.
Brand collaborations in film and television often take three main forms: plot integration, co-branded limited products, and themed events.
For example, in “Nothing But Thirty”, characters frequently drink Jiang Xiaobai, seamlessly linking the brand to the plot and leaving a lasting impression on viewers. This subtle integration communicates brand messages without disrupting the viewing experience.
Co-branded products are another key approach. Naixue collaborated with Dream of the Red Chamber to launch the “Dominating Oriental Pomegranate” drink and themed snack set, attracting fans and creating new consumer trends while enhancing the show’s cultural value.
Similarly, content-rich IPs like anime and games often expand into themed stores, offering immersive experiences where consumers can enjoy settings inspired by the show and purchase exclusive collaborative products.
As consumer demand evolves, the fusion of brands and cultural tourism is emerging as a new business trend. When a brand’s unique identity meets the rich heritage of cultural destinations, it creates a distinctive cross-border experience that connects culture, commerce, and everyday life.
On January 8, 2024, Heytea and Nanjing Hongshan Forest Zoo launched their 2.0 collaboration. Focusing on the theme of “Happiness at the Zoo,” Heytea introduced the new “Little Milk Mo” product, inspired by Koala Jasmine, Dudu, and Almond, along with co-branded beverage cups, paper bags, plush badges, plush bags, and other accessories.
In August 2024, “Love and Producer” and Nanjing Ronghua launched a special intangible cultural heritage linkage event.
On March 25, 2024, Caitang held its “Guan Yi” launch event at the Summer Palace, live-streaming the event in Caitang’s Tmall Super Brand Day livestream studio. Brand founder Tang Yi, brand ambassador Chen Duling, and several celebrity makeup artists attended the event, unveiling the “Green Mountains and Green Waters Makeup” campaign.
When brands collaborate with local cultural tourism, the key lies in blending brand identity with cultural storytelling.
For instance, Bosideng partnered with Hebin to produce a promotional video highlighting the history and beauty of Hagia Sophia, merging brand elements with local culture to create a win-win effect.
Brands can also support intangible cultural heritage. Anta worked with the Quanzhou String Puppetry project to host interactive workshops, reinforcing its social responsibility.
Similarly, Huaxizi drew inspiration from Suzhou embroidery, launching a limited “A Hundred Birds Paying Homage to the Phoenix” collection that fuses traditional craftsmanship with modern beauty aesthetics turning cultural heritage into a bridge for brand storytelling and market expansion.
now finding partners and embarking on a collaborative journey, with fitness and food collaborating, and trendy toys and jewelry joining forces. These combinations are like opening a blind box, always offering unexpected surprises.
Eleme and Keep launched a joint campaign in March 2024 titled “Don’t use Keep one thing, use Eleme another.” During the campaign, there was a “50% off Friday, 50% off fat” challenge. Users who completed designated courses on Keep and logged in to the Ele.me app were eligible to receive a joint medal.
In December 2024, Pop Mart and Chow Sang Sang launched a joint campaign themed “Traveling Through Dreams.” The two parties unveiled six themed 100% gold pendants and a charme beaded collection, blending Pop Mart’s popular IP with traditional gold culture.
From May 17th to 21st, 2024, jellycat and The Beast will open the world’s first pop-up joint flower shop in Taikoo Li Sanlitun, Beijing. Limited-time products include bouquets and fun potted plants for the 520 anniversary sale, expressing love through the “rose + doll” format.
Brand-to-brand collaborations are, in essence, creative partnerships between distinct IPs.
Take Jellycat × The Beast blending Jellycat’s soft charm with The Beast’s romantic flair to create a heartwarming experience. Such co-creations merge brand identities, spark fresh demand, attract new audiences, and expand market reach.
Ultimately, every collaboration is like a vibrant party full of surprises, creativity, and endless possibilities for something extraordinary.
Behind every remarkable 2024 case in China lies more than sales growth; it’s about elevating brand culture and sparking meaningful conversations. As Philip Kotler said, “Real advertising isn’t making ads it’s getting people to talk about your brand.”
The same applies to co-branding: powerful collaborations create stories, ignite discussions, and expand audiences.
Building a brand is like shaping a mountain, it takes time, effort, and vision. But those who dare to cross boundaries and innovate will keep fueling the business world with fresh energy and lasting impact.
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