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JD.com takes Forbidden City museum’s Chinese New Year activity to the digital customer

Beijing-based museum and attraction Forbidden City have launched a major Chinese New Year campaign, using JD.com to activate the digital creative and e-commerce.

The focus of the campaign is a giveaway of a special brocade box, made by the palace to celebrate the year of the rat. People making purchases during the Chinese New Year run-up will be in with a chance to win the box.

The box has been designed with the palace’s history in mind, with a poem written by Emperor Qianlong of the Qing dynasty inside, offering New Year wishes. The Chinese traditional lunch box inside is decorated with Qing dynasty peony patterns and nine auspicious beasts from the 600-year-old Forbidden City, symbolizing property and fortune.

The same beasts; Dragon, Phoenix, Deer, Crane, Elephant, Tortoise, Qilin, Lion and Xiezhi, also appear on a silk handkerchief, nine different red envelopes, and a drinking glass, all of which are in the brocade box, according to JD.com.

Major brands are also getting in on the activity, with 16 domestic and international brands include Dove, Philips and Baidu all selling a customized New Year gift box to Chinese consumers via the Forbidden City JD.com online store.

Jing Li, director of brand marketing at JD said: “As cultural products are increasingly popular among the younger generation, developing practical products that use traditional cultural elements has been a draw for museums and brands. The collaboration between JD and the Forbidden City gives traditional culture a modern energy, and helps brands to interact with younger customers and create new growth opportunities.”

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To keep up to date with what brands are doing to celebrate Chinese New Year 2020, the year of the metal rat, visit the CNY 2020 page and CNY campaign round-up.