From September 20 to 21, MALUJI partnered with Arctic Ocean, a traditional Chinese brand, in launching a crossover IP marketing campaign at Chaoyang Joy City, a high-traffic commercial hub in Beijing, aiming to enhance Chinese people’s memory of the two brands.

As one of Beijing’s signature landmarks, Chaoyang Joy City facilitated the campaign with its dense customer flow. Various on-site interactions kept fueling the popularity of the event. The iconic polar bear IP of Arctic Ocean walked throughout the commercial hub, becoming a mobile business card of the brand, with its adorable image attracting visitors of all ages to stop and take photos. Co-branded ice pops that blended both brands’ characteristics were given away free of charge and became a must-have item for social media check-ins due to their “spicy + cold” flavor combination. 

On the first day of the event, the turnover of the MALUJI Restaurant at Chaoyang Joy City increased by nearly 12% from the same period last year, and the official account of MALUJI gained approximately 1,000 new followers and achieved over 400,000 social media exposures. The cooperation precisely aroused the nostalgia for traditional Chinese brands, creating a value resonance between MALUJI’s food culture and Arctic Ocean’s essence of vintage. Designed to deliver scenario-based experience and intensive interactions, the event transformed the foot traffic at Chaoyang Joy City into brand recognition, becoming an exemplary model in crossover marketing for traditional Chinese brands.