As graduation season meets the 618 Shopping Festival, Tmall is putting a fresh spin on a familiar tradition with its “Graduation Cap Showcase.” The campaign blends cultural heritage with modern design, turning the graduation cap into a platform for self-expression.
The theme “How Painful Can a Graduation Cap Be” plays on a double meaning. It refers not only to the literal pain of getting hit by a flying cap during the toss but also to “pain culture,” a trend from anime fandoms where people cover everyday items with their favorite characters. The result is often so visually intense it’s jokingly described as painful to look at.
Tmall is using this trend to spark creativity through a DIY graduation cap contest. In partnership with universities across China, graduates are encouraged to join the #HowPainfulCanAGraduationCapBe challenge by posting their custom caps on Weibo from 9 June to 20. Participants have a chance to win a cash prize of 8,888 RMB (about 1,235 USD).
To inspire entries, Tmall joined forces with COSMOPOLITAN China and popular cultural influencers to infuse traditional craftsmanship into cap designs. From Miao silver accessories and Dunhuang-style tassel pins to intricate embroidery, these designs bring a sense of cultural pride to the graduation moment. Tmall also launched playful collaborations featuring characters like Huahua the panda from Chengdu and Maltese the cartoon puppy, tapping into younger users’ tastes.
As more young people look for ways to express themselves and connect with others, pain culture has become a kind of social signal—helping fans recognize each other instantly. This instant connection fosters community and identity. It also speaks to a broader mindset: when bigger problems feel unchangeable, Gen Z finds comfort in the little things—styling personal items, embracing niche interests, and creating small joys. This shift has fueled explosive growth in niche markets like ACGN merchandise, which has grown by 320% in China over the past five years.
By capturing both the emotional weight of graduation and the cultural richness of traditional crafts, Tmall turns a simple cap into a statement of identity. A portion of campaign proceeds will go toward supporting traditional Chinese artisans, creating a bridge between commerce and culture. In doing so, Tmall moves beyond discounts and deals, building a brand with meaning.