At first glance, Dong-E-E-Jiao (东阿阿胶) and Disney‘s Snow White seem like an odd pairing. One is a centuries-old Chinese herbal remedy rooted in tradition; the other, a Western fairy tale icon known for her dreamy charm. But their recent collaboration proves the match works—and it’s gaining attention for all the right reasons.
With a history that dates back more than 3,000 years, Dong-E-E-Jiao has long been known as a traditional blood-nourishing remedy once favored by Chinese royalty. Snow White, meanwhile, is known for her jet-black hair, rosy lips, and glowing skin. These signature traits closely align with how many young Chinese consumers now define health: as a reflection of good “qi and blood (气血充盈)”—a concept deeply tied to energy, complexion, and vitality.
According to the Gen Z Health Consumption Trends Report, nearly 79% of young consumers view visible cues like clear skin and a refreshed look as signs of wellness. In that context, the Dong-E-E-Jiao and Snow White crossover doesn’t need much explaining. The idea that better blood circulation can lead to shinier hair and a naturally radiant face directly appeals to what many are already looking for. That’s why this partnership landed so smoothly—it just made sense.
The brand took things further by updating the classic princess narrative. On Chinese social media, the term “Disney runaway princess” is now used to describe women with striking, fairy-tale beauty. Female celebrities are often given “princess titles” based on their look or aura. But today’s princess figure means more than surface charm—it represents independence, mutual support, and quiet strength among women.
Dong-E-E-Jiao leans into this with its campaign message: “To protect each other is to be a princess.” The slogan suggests that caring for one another is a powerful, graceful act. That message also ties into the brand’s long-standing identity as a “nurturing guardian,” making the collaboration feel thoughtful and true to its roots. In a market flooded with generic crossovers that rely on hot IPs to sell, this one stands out. Dong-E-E-Jiao didn’t just borrow Snow White’s fame—it found shared values and built a story where both brands shine brighter together.