In June, Tmall Global kicked off its 618 Shopping Festival with a high-energy pop-up at Hangzhou’s Xihu Tiandi, teaming up with global fitness icon Pamela Reif to spotlight a fresh take on modern living.
With over 100 million fans worldwide, Pamela is a symbol of health, energy, and wellness. Her broad appeal—especially among Gen Z and lifestyle-driven consumers—makes her a natural fit for the campaign. The partnership reflects Tmall Global’s strategy to position itself at the forefront of global lifestyle trends. Hey Tea has adopted a similar approach by appointing Pamela as its Healthy Lifestyle Advocate.
The event brought the concept of a “new lifestyle” to life through an immersive, interactive experience. Visitors joined a group workout led by Pamela, snapped photos at themed stations, and explored Tmall Global’s futuristic “Discovery Zeppelin” parked by West Lake. Inside, the airship showcased curated picks across four lifestyle pillars: performance-driven ingredients, fitness fashion, low-calorie nutrition, and weight management. The activation also extended online. Pamela hosted a livestream sharing her tips on food, fitness, and wellness, turning the buzz into real-time engagement and purchases.
Pamela’s personal brand, NaturallyPam, is set to debut on the platform, giving consumers direct access to her curated products—from healthy snacks to workout aids. At a time when most platforms fight for attention through discounts, Tmall Global is taking a different route: selling a lifestyle. The collaboration deepens its brand portfolio and reinforces its image as a leader in global living.