Yangzhou Qiaobei Musical Suite

A campaign aimed at revitalizing interest in Yangzhou by repositioning a traditional cultural practice (Qiaobei) for modern audiences. Transformed a niche heritage ritual into a scalable, entertainment driven content format, leveraging music and performance to increase cultural accessibility and social shareability. Drove +65.5% engagement and +45% mentions, with campaign assets extending beyond media into popular culture—adopted as the opening theme for a major national football tournament, amplifying reach and cultural relevance.