How communities are key for brand collabs in China

Whether it is pop-up store opportunities to trial locations and connect with the local market, or industry crossovers like coffee and fashion, brand collaborations are key to expansion in China. This week, Balmain is operating a pop-up at cultural retail hub K11 Musea, cult community cafe Green House has invited Japanese artist Ayaka Fukano to design a merchandise collection, and Asics’ launches its latest local collaboration, a reunion with Chinese streetwear favorite Trouble Smile that’s produced a sunset-toned take on the Gel-Kahana TR V4 sneaker. Subscribe here to receive this news directly via the Collaborations newsletter to your inbox every Tuesday. Balmain x K11 Musea Details: Pop-up store at K11 Musea Hong Kong, August 10 Social context: On Xiaohongshu, #Balmain is at 16.8 million views, but on the brand’s official account (20,500 followers), the K11 Musea post has just 42 likes at the time of writing. Verdict: The Balmain pop-up store at K11 Musea is a prime location in one of Hong Kong's most prestigious shopping malls, thereby enhancing brand visibility and attracting a high-end clientele. Designed thoughtfully by incorporating elements of Balmain’s rich Parisian heritage, using light-colored curtains, golden furnishings, and soft cream tones, the space evokes a sense of elegance and luxury. By integrating signature elements like the PB monogram pattern and a prominent brand logo, the pop-up creates a visually striking and memorable shopping environment. This immersive design invites customers to engage online by posting photos, increasing the brand’s connection to fans. Green House x Ayaka Fukano Details: “Drink House” streetwear collection, August 9 Social context: On Instagram, Green House cafe has 23,200 followers, while on Xiaohongshu, #gzgreenhousecafe has 991,300 reads, and #ayakafukano has 44,000 Verdict: Green House and Ayaka Fukano masterfully blend art and functionality. Ayaka’s vibrant designs are seamlessly integrated into the casual and comfortable apparel that Green House has become known for, making the collection visually striking yet practical for everyday summer wear. The use of quick-drying materials and practical features like large pockets adds a layer of utility. This is an extensive range of merchandise products, from clothing to accessories like tote bags and sports towels, ensures versatility for various occasions, from casual outings to professional sports activities. The incorporation of Ayaka’s art into the cafe’s decor and the pop-up event further reinforces the collection’s thematic coherence. Green House effectively uses digital and physical spaces to promote this collection. The pop-up event, the city center graffiti wall, and the decorated cafe not only generate buzz but also create immersive experiences that connect consumers with the brand – as a result, fans have been posting to platforms such as Xiaohongshu. TroubleSmile x Asics Details: Gel-Kahana TR V4 sneaker, August 9 Social context: On Xiaohongshu, #troublesmile has 662,800 reads, and #asics has 92.4 million. Verdict: Asics’ collaboration with Chinese streetwear label TroubleSmile for the Gel-Kahana TR V4 underscores the brand’s targeted approach to the Chinese market. By introducing a region-specific model that resonates with local trends and outdoor activities, Asics strengthens its presence in the market. The partnership with TroubleSmile highlights Asics’ ability to blend high-performance technology with bold, streetwear-inspired design. The Gel-Kahana TR V4’s use of AHAR wear-resistant rubber and gel shock-absorbing technology ensures that the sneaker remains functionally robust, while TroubleSmile’s vibrant color palette and distinctive branding add a layer of cultural relevance and visual appeal. By leveraging a popular beat ’em up-styled video to tease the collaboration, Asics and TroubleSmile tap into the nostalgia and gaming culture that resonates with a younger audience, particularly in China.

How communities are key for brand collabs in China

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Published August 13, 2024

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How communities are key for brand collabs in China