{"id":14314,"date":"2024-07-12T06:30:36","date_gmt":"2024-07-12T06:30:36","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14314"},"modified":"2024-07-11T13:01:57","modified_gmt":"2024-07-11T13:01:57","slug":"will-jo-malones-paddington-collaboration-resonate-with-chinese-consumers","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/will-jo-malones-paddington-collaboration-resonate-with-chinese-consumers\/","title":{"rendered":"Will Jo Malone’s Paddington collaboration resonate with Chinese consumers?"},"content":{"rendered":"

British fragrance brand Jo Malone is targeting Chinese consumers with major outdoor advertising to promote its collaboration with beloved British character Paddington Bear, writes Robynne Tindall<\/h2>\n

Jo Malone has launched a limited-edition Orange Marmalade fragrance inspired by Paddington\u2019s love of marmalade sandwiches. The brand is clearly hoping that the collection will be popular in China, as in addition to social media marketing on WeChat (where customers can create a custom Paddington digital postcard), Weibo and Xiaohongshu, it has invested in two major outdoor advertising campaigns in Shanghai.<\/p>\n

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According to Jing Daily, the first of the events will be a large-scale display on the Bund from 18-22 July, followed by a subway takeover on Shanghai Metro Line 2, 18-31 July. These are both busy, high-traffic locations, which will maximise the brand\u2019s exposure.<\/p>\n

The collaboration\u2019s key touchpoints of \u201cBritish nostalgia\u201d and \u201ccuteness\u201d may well resonate with Chinese consumers. Many Chinese consumers have a preference for cute, childlike things, known as \u2018meng<\/em> culture\u2019 or cute culture<\/a>, which can be considered similar to the Japanese concept of kawaii<\/em> in Japan.<\/p>\n