Loading Puppy

About The Entry

ZANHUA, a unique intangible cultural heritage from southern coastal Fujian Province, China, is best known as the "Xunpu Women’s Floral Headdress." Women intricately layer fresh, colorful flowers into elaborate crowns, pairing them with traditional attire—a practice that reflects reverence for nature and a vibrant zest for life.

Located in Xiamen, the most popular touristic city of Fujian Province, Xiamen MixC is the most popular as well as the most luxurious shopping mall the city.

Inspired by this heritage and the booming pet economy, Xiamen MixC has created an original IP installation—"PUPPY", a giant West Highland Terrier sculpture adorned with a ZANHUA floral headdress—displayed in the mall’s rooftop sky garden. This marks the fourth installment of the mall’s "Loading Puppy" rooftop campaign series (a playful nod to the Chinese term for rooftop, "Lou Ding", which sounds like "Loading").

The campaign’s visual design features a soft yellow color palette, radiating a cheerful spring ambiance. Embracing a "pet-friendly" concept, the installations seamlessly connect four key spaces: the rooftop sky garden, West Square, South Square, and indoor areas. These zones showcase four whimsical, surreal scenes:

"Puppy’s Spring Daydreams": A 3,000-square-meter rooftop garden with an 8-meter-tall floral PUPPY sculpture.

"Cheese-Obsessed Puppy": Giant cheese blocks on the rooftop link to a cheese-themed rest area in the West Square.

"Puppy’s Playground": Interactive pet equipment in the South Square fosters bonding between pets and owners.

"Vine Wonderland": Indoor photo spots with hidden puppy motifs add playful surprises to shopping.

Beyond installations, Xiamen MixC collaborated with dojo+jubo—a local lifestyle brand also inspired by the West Highland Terrier—to launch a pop-up store in West Square, deepening the fusion of cultural IP and commercial spaces. The mall further bridged tradition and modernity through offline events like human-pet yoga, human-pet ZANHUA parties, and the viral social media campaign sparking widespread online engagement.

By merging cultural heritage with pet-friendly trends, Xiamen MixC continues to innovate, transforming its rooftop into a dynamic space that celebrates creativity, community, and tradition.

Featured Media