What happens when the 618 Shopping Festival meets national consumer subsidies? Apparently, a little magic. Inspired by the iconic Platform 9¾ scene from Harry Potter, Tmall recently brought the magic to life in subway stations across Shanghai and Hangzhou. Washing machines, refrigerators, and mattresses appear to burst through station walls, creating the illusion of a portal to another world. The installations quickly became popular photo spots, with commuters striking mid–”wall-crossing” poses next to the displays.
The campaign is part of Tmall’s ongoing “Super National Subsidy Day,” launched in partnership with more than 20 major brands including Midea, Siemens, and Huawei. Deals cover a broad range of categories, from consumer electronics to home appliances and renovation products.
National subsidies are financial incentives provided by the Chinese government to encourage product upgrades and boost spending. In the past two years, the program has expanded to cover not only appliances and vehicles, but also digital gadgets and home improvement goods. It’s now a key driver of domestic consumption.
Tmall’s campaign gives these policies a creative, hands-on twist. By turning abstract subsidies into something visual and fun, the brand makes government savings feel accessible. Paired with the slogan “Real Subsidies, Zero Gimmicks,” the effort reinforces value while enhancing the customer experience. The immersive displays also help the message go beyond screens, catching attention in high-traffic public spaces and adding a bit of magic to the morning commute.