Founded in the Netherlands, Moooi is a globally celebrated design collective, known for its imaginative, playful and unexpected approach to luxury interiors. The brand’s bold forms, artistic collaborations and sense of humour have made it a fixture at the world’s leading design fairs – and an aspirational name for design lovers everywhere.

When Moooi sought to strengthen its presence in China, the brand turned to TONG Global to translate its distinctive creative spirit for a new generation of Chinese consumers. Starting in 2021, the partnership has evolved into a long-term collaboration spanning strategy, social, paid media and insights.

China’s luxury interiors market is crowded, fast-moving and deeply influenced by culture. Competing brands from Europe and Japan were already established, yet few understood how diverse Chinese consumer groups define “home” – or how cultural expectations around design, comfort and status shape purchase behaviour.

Moooi’s challenge was to stand out without compromising its unique identity: to remain recognisably “Moooi”, yet relevant to a sophisticated Chinese audience whose appreciation for design is tied to emotional as well as aesthetic value.

TONG’s approach began with insight. Through qualitative research and cultural analysis, we explored what home represents to China’s urban Millennial and Gen Z consumers – discovering that it is increasingly seen not just as a living space, but as an extension of self-expression, creativity and balance.

Building on these findings, TONG developed consumer typologies and a strategic positioning for Moooi tailored to the Chinese market. This informed a tone of voice and content direction that stayed true to the brand’s global character while highlighting the qualities most likely to resonate locally: imagination, craftsmanship and playfulness.

1. Building the Digital Ecosystem

TONG launched and now manages Moooi’s official presence on WeChat, Weibo and RED (Xiaohongshu) – the platforms most central to China’s design conversation. Each serves a distinct purpose:

• WeChat provides depth, storytelling and direct communication with brand followers.
• RED drives discovery, conversation and community through visual inspiration and video content.
• Weibo for mass reach and viral shareability, with visual content and punchy content used for targeted marketing.

A cohesive visual language – rooted in Moooi’s design DNA and colour palette – was adapted for the platforms, ensuring that Chinese users experience the same artistic elegance as global audiences, but through a locally meaningful lens.

2. Connecting Culture and Commerce

To anchor Moooi within China’s cultural calendar, TONG designed a year-round content rhythm combining design storytelling, product education and trend-based activations.

Leveraging major design and cultural moments, such as Salone del Mobile and Design Shenzhen, we planned and executed campaigns to appeal to Chinese design enthusiasts who follow international launches online.

During these moments, Moooi’s digital exhibitions bridged continents, bringing the innovation of Milan to Chinese screens through video storytelling, interactive content and paid amplification.

By aligning with trending topics and leaning into short-form video, TONG “hijacked” organic buzz around high-profile design events, driving massive reach at outstanding value for money.

3. Always-On Optimisation

Moooi’s 2024 activation strategy marked a shift from A/B testing to real-time optimisation. Performance data was reviewed daily to refine creative formats and messaging, ensuring every piece of content reflected audience preferences.

This agile approach allowed Moooi to maintain high engagement while operating with smaller budgets than in previous years – proof that a responsive, insight-led content model can outperform scale alone.

4. Community & Engagement

Beyond visibility, TONG’s work has made Moooi’s RED account a true two-way communication hub, with enquiries including:

• End consumers enquiring about pricing, availability, and store locations.
• After-sales customers seeking warranty information and support, and checking the authenticity of local resellers.
• Business audiences – from retailers to media outlets – proposing collaborations, partnerships and franchise opportunities.

• Follower growth: both WeChat and RED communities grew by 100%+ year-on-year (2024 vs 2023).
• Engagement: lifetime engagement on RED rose by 267% YoY (2024 vs 2023).
• Campaign reach: the 2024 Milan Design Week activation achieved 122 million impressions, driving market-leading efficiency and exceptional value per engagement.
• Content resonance: Moooi’s short-form video content consistently outperformed category benchmarks, proving the effectiveness of storytelling rooted in design culture.

These results reflect not only visibility but genuine audience interest – with Moooi now recognised by Chinese design lovers as a brand that inspires creativity and emotional connection in equal measure

In just three years, Moooi has cemented its standing in China’s luxury interiors market. Its social channels now combine cultural insight, visual storytelling and digital precision to reach both design professionals and aspirational homeowners.

By blending global artistry with local understanding, TONG has helped Moooi build a distinctive identity that feels both international and intimately connected to China’s design conversation.