Reviving Craft: A New Brand Globalization Paradigm
Location: Milan, Italy
Challenge
Chinese brands expanding into Europe face two major hurdles: low trust and weak brand recognition. This case centers on the theme of “intangible cultural heritage going global,” partnering with brands such as Luzhou Laojiao and Bolian Tea to create an integrated “online + offline, domestic + overseas” communication framework. The goal is to drive both cultural storytelling and brand value growth in overseas markets.
Solutions
Cross-Border Influencer Matrix: Partnered with Chinese and international creators to co-brand content, ensuring precision targeting across key demographics.
Online-Offline Loop: Launched the "Frame the East" pop-up at Milan Cathedral—building buzz online, engaging offline, and amplifying UGC for secondary amplification.
Cultural Storytelling: Embedded Luzhou Laojiao and Bolian Tea into first-person narratives around ICH craftsmanship and tea ceremonies, shifting perception from product awareness to value identity.
Results
Engagement: Over a thousand limited-edition gifts were claimed shortly after launch, sparking thousands of discussions and hundreds of UGC posts, and triggering organic word-of-mouth within the Chinese community in Milan.
Long-Term Impact: Validated the "Cultural IP + Brand + Social" globalization model, building a high-value private-domain user base for the brand and continuously attracting proactive collaboration and inquiries from curators and art institutions.
Ready To Start
Let's build impact together, and growth for your business.
contact@orientsparcs.com
