SHANGHAI, January 2, 2024 /PRNewswire/ -- As the birthplace of Haipai culture and the core area where Chinese and Western cultures meet, Xujiahui Academy and Foo'mart Dongxi Park officially launched a special one-year anniversary project with the theme of “One Desire” at the beginning of the new year. As a national stationery brand rooted in Shanghai, Chenguang brought a variety of warm stationery cultural and creative products to Xujiahui Academy, bringing the “Nong Hao, Morning Light” 2023-2024 Stationery Awards pop-up event to jointly launch a new New Year with a unique Haipai style.
Xujiahui Academy Foo'mart Dongxi Park is a new cultural landmark of the origin of Haipai. Adhering to the spiritual core of openness and innovation of Haipai culture, it has created this unique cultural gathering space with the theme of Haipai culture. As one of the representatives of local cultural and creative brands in Shanghai, Chenguang turned the exhibition area into a larger version of the stationery box, magnetic levitation gel pen, eraser, ruler, correction tape... the “airborne” event site with creative giant stationery devices one by one, making people feel like they are in a small world of stationery, continuously attracting visitors to stop and check in, bringing an immersive shopping experience.
In the Super Wish Book area, Chenguang specially set up interactive activities such as the New Year's Prayer Wall and the “First Letter of the New Year” to encourage everyone to relive the feeling of a handwritten ceremony and record their current thoughts in writing. It is hoped that on New Year's Eve, they can pack their end-of-year memories with New Year's wishes to open up hope for the new year.
Chenguang invests more than 100 million yuan every year in technology research and product innovation, preempts consumer research in product development, and focuses on solving consumer pain points. Product design wins four major international industrial design awards. At this event, Chenguang exhibited a series of hardcore writing artifacts. Examples include the pioneering magnetic cushioning gel pen, which won the German iF Award; a “writing expert” with a silent pressing structure that refuses to press noise and is innovatively designed with an ultra-soft silicone grip; and the Daifu Dawei gel pen, which has a quiet osmanthus theme and is equipped with silent ST nibs and quick-drying ink, showing both strength and beauty.
Since its establishment more than 30 years ago, Chenguang has been actively establishing emotional connections with consumers, using good stationery “with stories, content, and warmth” to accompany the growth of generations of Chinese consumers. Based on insight into Gen Z's main consumer force, Chenguang enriches consumers' cultural and creative experiences through cooperation with well-known domestic and foreign IPs such as Miffy, Casper, and Lisa.
In recent years, Chenguang has continued to focus on topics related to sustainable development. The event brought various products such as the first carbon-neutral stationery series and the “Morning Star Kids” charity series, actively conveyed the sustainable concept of “One Start, Green Life”, and encouraged more young consumers to start with small things in their lives, implement sustainable concepts, and create a better future together.
As one of the largest stationery manufacturers in the world, Chenguang will continue to be consumer-centered, use warm and good stationery to show the charm of Haipai culture, light up the beautiful lives of thousands of consumers, and inject new energy into the traceability and development of the context of the city of Shanghai.
Activity time: 2023.12.26-2024.2.25
Event venue: 1st & B1 Floor, Xujiahui Academy, No. 158 Caoxi North Road, Xuhui District, Shanghai