TONG Global designed a series of hybrid activations blending offline experiences with digital influence to connect JW Anderson’s distinctive aesthetic to the lives of Chinese Gen Z.

In London, we transformed the brand’s iconic Soho store into a cultural hub. Music and gamification activations in-store were paired with targeted campaigns on Chinese digital platforms to build product knowledge and desirability. By collaborating with University of the Arts WeChat private traffic groups, we engaged a core audience of fashion and creative tastemakers, ensuring the brand stayed top-of-mind among China’s next generation of influencers.

For the Spring Festival, “Happy New Year 兔 Me” celebrated self-care and independence, tapping into the Gen Z trend of self-gifting. KOCs (Key Opinion Consumers) styled the latest collection alongside iconic JW Anderson pieces, producing instantly recognisable, on-brand content for Chinese audiences. Participants were invited to design outfits inspired by the unique shapes and palettes of JW Anderson bags, amplifying the brand’s quirky identity while speaking directly to Gen Z’s desire to break away from the mould.

The activation combined the exclusivity of offline luxury with the reach of social commerce, creating authentic content that demonstrated cultural empathy and active listening. This approach positioned JW Anderson as a brand with a sophisticated understanding of Chinese New Year traditions and the creative aspirations of overseas Chinese communities.

The campaign achieved cultural alignment, impressive engagement rates on Chinese social media, and industry recognition with a Silver Award at the TopDigital Awards. It reached millions of viewers, attracted new consumer groups among overseas Chinese, and drove measurable growth in footfall to the London store — cementing JW Anderson’s position as a brand that understands and celebrates the nuanced and hybrid identity of its audience.