Key takeaways:
- Xiaohongshu (RED) proposed the “Slow People Festival” IP by mining and analysing platform data and content.
- Dali, known for its leisurely pace, was the festival’s first stop.
- Many brands followed Xiaohongshu to understand the needs of slow people both online and offline.
In mid-June, Xiaohongshu (RED) officially launched the Slow People Festival in Dali, Yunnan, a city renowned for its leisurely pace. A series of activities, including music festivals and spiritual workshops, were held. Various brands also participated in the event, addressing the genuine needs of users who choose to embrace a slower lifestyle.
Xiaohongshu, with over 300 million users, continually develops new IPs that reflect emerging trends within the community. The “Slow People Festival” IP is the outcome of Xiaohongshu’s analysis and insights into the platform’s big data and social sentiments.
Slow down, be yourself
Users could search for “Xiaohongshu Slow People Festival” on the platform and enter the “Slow People Tribe” app to become certified slow people. From the “twenty minutes in the park” to slow travelling without the purpose of ticking off destinations, every trend represents real people. Through the “Slow People Festival IP”, Xiaohongshu aims to help people rediscover the essence of life and provide users with the inspiration to “allow me to return to myself”.
Xiaohongshu’s trend represents real people
Simultaneously, Xiaohongshu also released the “2024 Xiaohongshu Slow People’s Life Trend Atlas” in collaboration with consulting organisations, identifying eight major trends of slow people’s labels and outlining four conventions for slow people to practice. Additionally, Xiaohongshu invited Guo Biting and other artists known for their “Buddhist” qualities (indisputable character) and “authenticity” to interpret the Slow People’s Convention and convey the value proposition of “Take your time, everything is fine.”
Each advert is full of romance and tranquillity, as do the posters, for example:
- Do more small things, think less big things
- Feeling slowly is the biggest thing
- Ride slowly
- Convert every second of time into every breath
- Love slowly
- It’s romantic
Why choose Dali
Dali, in Yunnan Province, is the inaugural stop of the Slow People Festival. Xiaohongshu and the Dali State Government collaborated to create the “Slow People Tribe,” a long-term cultural tourism landmark. This initiative includes a series of concentrated experiences for slow-living enthusiasts, such as the “Slow People Market,” “Slow People Space,” “Slow People Mind Workshop,” “Slow People Camping, and “Slow People Photography Exhibition.”
Xiaohongshu held a kick-off ceremony and the Slow People Music Festival from 8-9 June. To allow more users who couldn’t attend in person to experience the festival atmosphere, Xiaohongshu also hosted a livestream.
Dali is the best choice for Slow People Festival
Xiaohongshu’s “Slow People Tribe” will soon visit other cities with potential for a slow-life culture, such as Chengdu. However, Dali is the first stop on this journey. Dali is the setting for the popular TV series “Meet Yourself” (去有风的地方), which has healed many with its “take your time” concept. In this slow-living ancient city, one can easily adopt the leisurely pace of the locals. The golden sunshine of the ancient city, the tranquil pastoral scenes, and Dali’s serene atmosphere are perfect for those embracing a slower lifestyle.
The followers, the brands
During the Slow People Festival, particularly during the Music Festival, many brands followed Xiaohongshu to Dali, aiming to engage with and understand the slow-living community.
Brands engaged with the festival both online and offline
Beauty brand Huaxizi distributed sunscreen samples and set up a makeup change and touch-up zone, allowing participants to slow down and enjoy the benefits of their summer travel makeup. The female sanitary napkin brand Kotex provided a support point for female festival-goers, inviting them to leave personalised declarations to receive sanitary napkin experience packs, “girls help girls” pendants, support stickers, and other gifts.
Beer brand Romance (风花雪月) organised a pub flash mob, featuring a giant capybara (an animal synonymous with relaxation) and a micro-brewing experience. They also invited the brand’s spokespersons, the brand “Landlord’s Cat,” to perform a short film on the theme of “Finding the Exit of Life”, making participants feel at ease amongst the microbrewery setting and music.
Sports brand Skechers created a Slow People Citywalk, inviting travellers to participate in interactive activities at shops along the route. They handed out Skechers Citywalk book bags, custom fans, and other gifts, encouraging participants to slow down and enjoy their summer travels.
On Xiaohongshu, these brands also launched various activities, such as H5 interactive pages, and invited spokespersons to release new notes and posters. During this period, users could share their experiences under the hashtags and participate in a task to redeem rewards.
