Tiffany & Co. taps into “she economy” for 520 shopping festival

Ahead of China’s 520 shopping festival, Tiffany & Co. is building hype for its Knot Collection with a romantic campaign featuring two of its brand ambassadors.

On April 21, Tiffany & Co. dropped a 5-second teaser for the campaign on China’s Twitter equivalent Weibo, along with the caption “the love story between brand ambassadors will be on stage soon”. The brand ambassadors, actress Zhong Chuxi and actor Gong Jun, play love interests in the romantic campaign, building hype among young fans much like the release of a new TV drama.

The full 30-second campaign video was released on April 22 and shows Gong Jun gifting Zhong Chuxi a pendant from Tiffany & Co.’s Knot Collection. Zhong can also be seen wearing earrings from the same collection. On China’s Twitter equivalent Weibo, the campaign hashtag has garnered over 80 million views as of April 27, with thousands of adoring fans stopping by to comment “handsome!” in praise of Gong Jun.

Since the numbers 520 sound like “I love you” in Chinese, May 20 was jokingly dubbed the unofficial cyber version of Valentine’s Day by netizens and has since evolved into another of China’s annual online shopping festivals. Brands can cash in on the opportunity by encouraging shoppers to gift their loved ones bespoke items that offer a “sense of ceremony” – an all important metric in the eyes of young Chinese women.

Zhong Chuxi, who is most well-known for her role in 2019 historical fantasy film Knight of Shadows, is Tiffany & Co’s newest brand ambassador. The 520 campaign marks her first ad campaign appearance for Tiffany & Co. since being named as brand ambassador on April 20.


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