Xiaohutuxian·Rui Immersive Tasting Event 'Oriental Rui Banquet' Full Case Planning

Event Background

Xiaohutuxian·Rui brand launched in 2020 and has built a certain market foundation. In 2021, as the brand underwent a comprehensive upgrade, it launched the Oriental Rui Banquet, a new Chinese strong-flavor baijiu cultural feast. Adhering to the concept of 'One City, One Banquet: Know Yourself, Know Taste, Know Life', the event focused on the city's clothing, food, housing, and transportation, creating an immersive limited tasting experience that subverts traditional baijiu tasting. It aimed to differentiate the brand's high-end positioning and signal a strategic upgrade in product layout.

Core Information

Towin New Idea Media completed the project from winning the bid to event execution in just 30 days: 10 days for the full proposal design, 3 rounds of revisions, and output of over 300 design files, 17 promotional videos, and 17 pieces of promotional copy. The team consisted of 1 lead 3D designer, 1 lead graphic designer, 1 senior 3D designer, 2 graphic designers, and over 50 on-site project staff.

The main visual of the event used a calligraphy-style icon, reflecting Xiaohutuxian·Rui's Eastern philosophy and cutting-edge uniqueness.

The venue was selected at Pan Pacific Suzhou, seamlessly connected to Panmen Scenic Area, hosting the private banquet at a World Cultural Heritage site, which naturally generated buzz.

Pre-event promotion: Towin planned exclusive invitations, warm reminder messages from the Rui Butler, hotel welcome cards, and other premium services; used light and shadow magic flash mobs to ignite Suzhou landmarks, conveying brand essence; wrote pre-event press releases published on 17 major industry media outlets to build momentum.

During the countdown, Towin launched flash mob videos and teaser posters that flooded WeChat Moments.

The venue design adhered to the 'less is more' concept, with simplified stage and atmosphere, achieving over 90% fidelity to the design. Over 300 design files were meticulously crafted from surface to core.

Resource integration: Towin invited Master Xu Hua, inheritor of the rock enamel intangible cultural heritage, to create live artworks on the bottles, such as 'Rui Sees the Divine Deer' and 'Rui Sees the Flying Immortal', blending intangible heritage with European artistic styles to convey the brand spirit.

Renowned calligraphy masters were invited to inscribe on the guest gifts, Shengfeng Suzhou fans.

Detail penetration: Towin made full use of customized gifts, including personalized self-blended baijiu, intangible heritage Suzhou fans with calligraphy, and exclusive seal stamps, enhancing brand perception and mind penetration.

Event execution: From order placement to equipment and materials arrival, it took only 5 days, with factories working 24 hours to ensure high-quality reproduction. The on-site immersive starry sky setup enhanced brand-customer interaction.

Event summary: Towin produced press releases, leveraging 16 media outlets including People's Daily Online and Phoenix New Media for event review; linked with industry leaders like MicroWine for WeChat headline articles; edited highlight videos and submitted 3 summary videos, achieving comprehensive dissemination.

Related Services

Gen-C Lifestyle brand globalization platform provides services including full-case brand globalization planning, overseas cultural events, consumer-brand showcases, forums, and media communication. In this case, Towin New Idea Media (affiliated with Gen-C Lifestyle) offered one-stop services for Xiaohutuxian·Rui, including event planning, design, resource integration, and media dissemination, supporting the brand's premiumization and market expansion.

Industry Insights

In the trend of premiumization in the baijiu industry, immersive tasting events have become an important way for brands to deeply communicate with consumers. Through cultural IP creation, intangible heritage resource integration, and precise circle marketing, brands can effectively convey differentiated value. In this case, the 'One City, One Banquet' model combined with urban culture provides a replicable experiential marketing template for baijiu brands.

Content Summary

Towin New Idea Media's Oriental Rui Banquet for Xiaohutuxian·Rui efficiently executed the full case within 30 days, from venue selection, design, pre-event promotion, resource integration to on-site execution and post-event dissemination. Centered on immersive experience, intangible heritage cultural integration, and customized services, the event strengthened the brand's high-end positioning and mind penetration, earning recognition from the client and the market. This case demonstrates Gen-C Lifestyle's professional capabilities in brand globalization and cultural experiential marketing.