Aima Electric (爱玛电动车) sells e-bikes. Ouyang Nana (欧阳娜娜), then, might not seem like an ideal fit for a segment that’s usual pitch is technical or green. The 25-year-old Taiwanese star is known for her ability on the cello and a girly likability as a fashion and lifestyle icon. But Aima isn’t pitching for the usual e-bike crowd here. They want young, urban, and in this case, female customers. At root, what they’re doing is selling e-bikes as the ultimate city accessory.
To target the segment, Aima announced Ouyang Nana as ambassador for its Metaverse series, while simultaneously launching the new AIMA Metaverse Oi scooter. They built around the campaign theme ‘Na, Let’s Go to the Metaverse,’ and a collaboration that brings together relaxed lifestyle aesthetics and Y2K nostalgia.
Ouyang Nana holds to this vibe like a bark holds to a tree. A campaign film strengthened the aesthetic with a dream sequence that unfolds through retro DV-camera visuals, flip phones and pixel-art graphics.
Aima isn’t in this just to put a relatable face on the brand. The campaign’s message is really all about self-expression. And so the brand used their new ambassador for her creative output too: Nana also co-designed two scooters, adding heart-shaped mirrors, a polka-dot helmet, display compartments for collectibles – a big part of young Chinese self-expression – and seven-colour mood lighting.
They then followed the launch up with an unconventional product event: The Liuma Awards (遛玛大赏). It didn’t look like your traditional vehicle launch. A venue was transformed into a miniature neighbourhood filled with immersive, dreamscape spaces.
The Dao view: Aima and Ouyang Nana are selling to new generation of Chinese consumer
Appearing as the brand’s chief Liuma Officer, Ouyang Nana revealed the thinking behind the collaboration: a vehicle should feel less like a piece of transport and more like a companion – one that understands moods, prioritises comfort, and always looks stylish.
It was a statement that sums up Aima’s proposition: for women in China’s big cities, the scooter can be seen as the new handbag. Something practical, certainly, but also something that reflects taste, personality and identity. It’s a smart way to generate emotional appeal among a generation that treats everything from phone cases to water bottles as an extension of personal style.
