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Golden Lily Blooms at SM Remote Mountain Bazaar




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SM China bagged 2023 CCFA Golden Lily Award for Best Practice of Marketing Innovation for "Remote Mountain Bazaar @SM Xiamen", an innovative attempt to promote the commercialization of Chinese ethnic minorities culture, at 2023 CCFA Shopping Center & Chain Brands Development Summit held on June 29.

In March 2023, SM Xiamen joined hands with Eve China Handcraftsmanship to invite a group of minority women who lived in southwestern mountainous areas of China and were skilled at embroidery to bring the Chinese national folk handicrafts IP "Remote Mountain Bazaar" to Xiamen City, a southeastern coastal city of Fujian Province for the first time. The cultural interlock between mountain and sea then made SM Xiamen a ethnic culture wonderland and adventure for its visitors. Meanwhile, SM gathered "she power" through representative images and characters of women growing in the mountains and by the seas to knock the culture behind them into one thus to create more transformative shopping experience with warmth.

Focusing on the elements of embroidery and tie-dyeing textiles technique, SM created social scenes that combined aesthetic and experience by building up a sun field for tie-dyeing at the atrium of SM Xiamen Lifestyle Center and decorating its skywalk connecting SM City Xiamen and SM Xiamen Phase III as a gallery for embroidery patterns. Besides, workshops like tie-dyeing, rouge making and woodblock printing in ancient method were deeply integrated with special fashion and dining brands in the mall. The pop-up store of embroidery products was also opened to present the details of these textiles and support poverty liberation to a certain extent, achieving sales revenue of over 110 thousand yuan.

The campaign which amalgamated culture, coastal cities and consumers with commerce, mountain villages and public welfare attracted numerous attentions from various sectors including but not limited to customers and media. The foot traffic at SM Xiamen reached over 2.6 million, with an increase by 86% YoY during the event. Fifteen mainstream media such as Xinhua News and Xiamen Daily tracked over the event with a total exposure of nearly 7 million.

Mall projects led by SM China also took part in the co-leasing fair of this Summit, deepening communications and connections with numerous industries and brands and exploring partnership opportunities.

Online application for brands and tenants who have intention to join SM Supermalls are available from the link ( or the official WeChat account of China malls located in different cities.

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