Fresh off the Gaokao, JD.com is tapping into shared nostalgia with a clever 618 Shopping Festival campaign centered on “Chinglish”—the famously quirky blend of Chinese and English. The brand brings textbook legends Li Lei and Han Meimei back to life in a live-action mini-series.
The two fictional characters were staples of China’s junior high English textbooks in the 1990s, published by the People’s Education Press. For millions of students, especially those born in the 1980s, Li Lei and Han Meimei were classroom fixtures who later became pop culture icons. They’ve inspired everything from memes and merchandise to songs, video games, and even a 2017 film.
In JD.com’s short videos, the pair engage in classic Chinglish across eight everyday scenes. Each skit showcases a smart home product—like an AI washing machine that detects fabric types, a voice-controlled TV that recommends movies, and an air conditioner that customizes your sleep environment. The mix of textbook-style English and cutting-edge tech is both funny and clever.
By reviving Li Lei and Han Meimei, JD.com taps into the collective memory of China’s post-80s and 90s generations. The campaign plays on the contrast between outdated schoolbook phrases and modern smart living, turning product features into something both familiar and entertaining. It’s a smart blend of nostalgia and innovation that not only breathes new life into a classic IP but also reinforces JD.com’s role in bringing smart tech into everyday homes.