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China’s Golden Week travellers go further but keep an eye on value
Golden Week travel: key takeaways Longer holiday itineraries reflect this year’s calendar, with three days of annual leave allowing a 13-day break Strong travel bookings coexist with selective spending: mid-range accommodation remains more popular than luxury hotels among surveyed travellers Brands have more opportunities to reach holidaymakers, but must demonstrate value to convert visitor traffic into purchases. Chinese travellers are stretching their Golden Week itineraries to make the most of time off.

The pop-up highlighting Walmart’s own-brand ingredients
A Walmart mooncake pop-up in Shenzhen highlights their Woji Fresh label and ties it to Mid-Autumn Festival to drive the message home.

Peet’s X Helly Hansen: The cat gets another outdoor partnership
Peet’s Coffee partners with Helly Hansen on themed drinks and merch, extending its outdoor collaborations into a ways of flavour discovery.

Five destinations, five hair solutions: Schwarzkopf’s holiday pitch
Schwarzkopf launches a campaign for the holiday season that links its products to dramatic landscapes around China.

ROSÉ fronts Levi’s Beijing pop-up and a premium denim push
A Levi’s pop-up in Beijing uses star power to move into two segments: womenswear and a more premium market.

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