Most global fashion houses have failed at marketing Chinese zodiac symbols. So how did Gucci hit a homerun with its recent tiger campaign?

The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms.

Although Gucci has seemingly cracked the code for keeping consumers engaged in China, complications could be on the horizon due to too much success.

Gucci and local media powerhouse Huasheng Media Group have initiated “Blooming Shanghai” – an open call for a large-scale public artistic creation program.

Jing Daily looks at how Gucci builds long-term relationships with Chinese celebrities and collaborates with them to create engaging content.

Making sense of the collaboration-chaos, Jing Collabs & Drops looks back on 2021 and the lessons to take into 2022.