The 13 Most Successful Metaphysics Marketing Campaigns in China.

Radar Report #14 features insights into the 13 best Metaphysics campaigns in China and the 3 marketing trends driving their success.

In today’s fast-evolving marketing landscape, brands are tapping into metaphysical themes to create immersive, culturally resonant experiences. From temple collaborations to fortune-themed pop-ups and luck markets, these trends blend tradition with innovation to captivate younger audiences. Dive into the latest insights and standout campaigns shaping this space as of February 20, 2025.

Trend 1: Temple Collaborations

Bridging Heritage and Innovation
Brands are partnering with local temples to host pop-up events that fuse metaphysical themes with interactive experiences, offering consumers a fresh way to connect with cultural roots. These collaborations use iconic symbols—bells, wooden fish, and prayer rituals—to forge emotional connections, blending cultural heritage with interactive brand experiences. Here’s how some brands are leading the charge:

• Soul App x Longhua Temple
  Soul’s "Soulmade Ling" Qixi pop-up at Shanghai’s Longhua Temple featured a giant bell for wish-making, an Encounter Wall, and themed merchandise. Online, the #SoulmadeLingReallyWorks campaign garnered 2.7 million views, with 30,000 check-ins, blending offline rituals with digital engagement.

• PROYA x Beigaofeng
  PROYA’s hiking-and-prayer event at Beigaofeng included a co-branded gift set, prayer boards, and a drone show. Promoted with #ElevateGoodLuck, it achieved 58 million views and 150,000 participants, merging tradition with modern spectacle.

• QQ Music x Lingyin Temple
  QQ Music’s "Serene Gospel Pavilion" offered a healing music pop-up with blessing medals and an AI-crafted album. With 1.15 million views and 82,200 discussions, it connected spiritual solace with modern soundscapes.

• JD.com x Longhua Temple
  JD’s giant wooden fish installation invited users to “knock out good fortune” with lucky-colored mallets. The #GotAHugeWoodenFishAtLonghuaTemple campaign hit 1.6 billion views, proving ritualistic engagement resonates widely.

• KFC x Mount Wutai
  KFC’s 300th K-Coffee outlet at Mount Wutai launched fortune-themed beverages and cultural activities like paper-cutting. With 12.4 million views, #BlessingsFromMountWutai tapped into spiritual consumption trends.

Trend 2: Fortune Pop-ups

Spreading Luck with Creativity
Fortune-themed pop-ups are integrating metaphysical practices like blessings and luck-drawing with brand storytelling, fostering positive vibes and engagement. By weaving fortune elements into products and experiences, these pop-ups create memorable moments that tie cultural luck to modern lifestyles. Check out these examples:

• THE WHOO
  THE WHOO’s "Beauty and Fortune Hall" pop-up let visitors write fortune characters and draw blessing sticks. With #THEWHOOBeautyHall, it earned 1.98 million views, merging luxury beauty with New Year traditions.

• Shiny Meadow x Jing’an Temple
  Shiny Meadow’s "New Year Milk" installation offered fortune milk bottles and lucky draws. Promoted by celebrity ambassadors, #DailyFreshWordsLuckyNewYearMilk scored 110 million views and 25,000 discussions.

• Fresh x M Stand
  The "A Gourd of Spiritual Light" event featured a giant gourd installation and co-branded drinks. With 3.5 million views, #AGourdofSpiritualLight blended auspicious symbols with youthful wellness culture.

• McDonald’s McCafé x Jing’an Temple
  McCafé’s "Tease a Little" pop-up offered free coffee and giant installations. Its #TeaseALittle campaign hit 700 million views, resonating with daily inspiration for young consumers.

Trend 3: Luck Markets

Fortune Meets Modern Markets
"Luck Markets" combine metaphysical traditions with multi-point engagement, drawing younger crowds with festive, interactive experiences. These markets leverage luck-driven activities and cultural touchpoints to create immersive, shareable experiences that resonate with modern audiences. Here’s what’s trending:

• Laomiao Jewelry x RED
  The "Luck in Motion" market in Shanghai and Chengdu featured themed check-ins and fortune games. With 22 million views, #LuckInMotion fused city walks with New Year blessings.

• Raffles City
  The "Raffles Blessing Temple" offered fortune lots and a Fire Dragon performance. Promoted with #ThisTempleIsTooDelicatelyPink, it earned 345,000 views, blending temple rituals with amusement.

• Adopt A Cow x Taobao
  Adopt A Cow’s "Luck Market" in Hangzhou included drumming, fortune drawing, and a lucky tree. With 1.2 million views, #AdoptACowLuckGathering tied New Year products to engaging traditions.

• GOGO EGO
  The "Auspicious Market" in Chengdu featured a Zodiac Temple Fair and God of Wealth parade. With 1.6 million views, #EGOAuspiciousMarket merged Eastern mysticism with youthful energy.

Resonance is a digital / social media marketing agency based in Shanghai, China. Our service is “everything digital x social marketing”. We’ve been around since 2008 and have done great work for many of the world’s most well-known lifestyle brands. Visit us on the web or email us to find out more.

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