CHINA. Sinopharm Group’s travel retail arm China National Service Corporation (CNSC) teamed up with brands and tourism-related enterprises to unleash an array of romance-themed surprises for China’s Qixi Festival (Chinese Valentine’s Day) on 10 August.
The campaign was launched at CNSC Sanya Duty Free under the guidance of the Sanya Tianya District Bureau of Tourism, Culture, Radio, Television and Sports.
The store offered flash sales and multiple reward points during the festival. Two designated sales areas curated popular products featuring exclusive Qixi-themed gift boxes.
Prior to the campaign, CNSC Sanya Duty Free opened a store for renowned Chinese jewellery brand Hefang which offered tourists more Qixi gift options.
Couples who registered as members while shopping received ‘romantic’ vouchers and any purchase allowed participation in the gashapon (toy capsule) vending machine. Spends above certain amounts rewarded customers with complimentary Chagee tea beverages, photoshoots at the Qixi studio and works by famous calligraphers.
The seaside restaurant near the store offered shoppers a romantic ‘Taste of Qixi’ set meal with themed decorations in celebration of the festival.
The diverse product line-up catered to a range of consumers’ personalised needs during Chinese Valentine’s Day. In addition to the promotions, a singles’ activity was hosted by a matchmaker and relationship expert.
Visitors were also invited to embark on an aesthetic journey at an exhibition in the store’s permanent art gallery.
As reported, ‘The Bloodline of Art’ exhibition features works by Rong Tie, Director of the Chinese Calligraphers Association and the Chinese Artists Association, and the President of the Seal Collection and Research Society of the China Collectors Association, and his protégé, renowned calligrapher and artist Kuang Yiming.
Activities such as the popular Tencent game ‘fun party’ installations and free customised themed makeup added to the festival atmosphere. 🏝️
