Neiwai hops into CNY marketing with Peter Rabbit campaign

Hopping ahead of China’s fastly approaching year of the rabbit, Chinese intimate apparel brand Neiwai has joined hands with the famous English children’s book Peter Rabbit to present a holiday loungewear capsule collection.

Video: Neiwai Official Weibo

Presented in the form of a picture book, the capsule collection features the beloved fictional character printed on women’s, men’s and children’s loungewear and accessories. In addition, the homegrown brand partnered with local photo studio Himo Master to offer rabbit-themed New Year photography packages.

Given the stringent covid lockdowns restricting travel both in and out of China for the past three years, Neiwai’s heartfelt message centred on the theme of returning home and reuniting with the family deeply resonates with local audiences. As China begins to ease its restrictions, Neiwai’s homey campaign serves as a glimmer of hope to many who wish to fly home for the holidays. 

Meanwhile, on China’s social media platform Weibo, Neiwai kickstarted a giveaway campaign, promising one lucky user a limited-edition gift box (including Peter Rabbit pyjamas and 2 pairs of socks) for sharing their expectations for the 2023 Chinese New Year in the comments of the campaign video. At present, the hashtag Returning from Adventure, Home is a Dreamlandhas accumulated nearly 200,000 views and 512 topic discussions.

Within the past three years, loungewear in the Chinese market has surged in growth due to a covid-induced lifestyle shift. In fact, according to a report published by research firm Technavio, the sleepwear and loungewear market is expected to grow by 13.36 billion from 2020 to 2025, with 44% of the growth stemming from the APAC region.

Through this latest campaign, Neiwai is branching out from its typical lingerie collection and expanding into more diversified product categories such as activewear and loungewear. By doing so, the brand can target a broader demographic including children and men. All in all, by creatively integrating Peter Rabbit into its capsule collection, Neiwai captures the essence of the holiday season and does so ahead of its competitors.


Join our newsletter