The 2025 Xiaoxiang Supermarket New Year Shopping Festival

The 2025 Xiaoxiang Supermarket New Year Shopping Festival was launched amid the bustling Spring Festival shopping season, drawing inspiration from the lively scenes in the famous scroll painting Along the River During the Qingming Festival. The campaign deeply integrates traditional Chinese aesthetics with modern shopping scenarios, aiming to inject unique cultural depth and emotional resonance into e-commerce marketing.

Breaking free from conventional marketing boundaries, the campaign centers around five key festive themes—such as “Welcoming Fortune on Minor New Year’s Day” and “Family Reunion on New Year’s Eve”. Presented as a gradually unfolding scroll of Along the River During the Qingming Festival, it reimagines classic Spring Festival scenes—like stocking up on holiday goods and searching for the festive vibe—through traditional settings such as arched bridges and city gates. The brand’s anthropomorphized IP character Xiaoxiang serves as a shopping guide and delivery worker, bringing these scenes to life. This creates a harmonious fusion of ancient Chinese culture and modern shopping, conveying the dual messages of “traditional ritual” and “convenient shopping”. To further highlight the traditional aesthetics of the Spring Festival, the campaign incorporates cultural symbols such as lanterns and dragon dances set against ink-wash textures. The dominant red-and-gold color scheme, symbolizing auspiciousness and prosperity, evokes festivity, while touches of neon blue add a contemporary contrast, balancing classical charm with contemporary appeal.

The design leveraged AI tools to generate 3D scenes and refine details such as architectural textures and dragon dance animations. Modular technology enables quick updates and constructs an immersive virtual marketplace, responding to the theme of festival digitalization and offering a new model for traditional holiday marketing—one that balances aesthetic depth with commercial efficiency.