From April 19 to April 20, "YELLOW YELLOW MARKET" S2 dazzled Daxue Road with its fun flash market, themed "STARLIGHT SALLY". This sparkling event shone brilliantly on the bustling street.

Enhanced Experience on the Trend Street of Inspiration

This year, SALLY looked to the boundless starry sky for inspiration, using the glittering stars to reimagine Daxue Road. This year's "STARLIGHT SALLY" event built on last year's success, offering fans a fresh and exciting experience. It told the story of SALLY's quest to find the most beautiful yellow, which she discovered in the starry sky. Guided by the stars, the event turned Daxue Road, steeped in youthful "YOUNG culture", into a dazzling "starlight avenue", where inspiration and fun collided.

Over the two-day "THE YELLOW MARKET" flash market, giant inflatables and eye-catching displays inspired by SALLY's "star hunt" journey were dotted along the temporary pedestrian zone of Daxue Road. The SALLY doll also made a delightful appearance, joining fans to create cherished birthday party memories.

Additionally, the organizers unveiled the "SALLY Star Park", where starlight-inspired interactive installations transformed into a dazzling stage surrounded by twinkling stars, drawing crowds of fans to stop and take photos.

Along the street, themed pop-up shops and creative stalls were adorned with starry elements, from the shop exteriors to the product displays. The brand pop-up, in particular, made a striking appearance as a transparent gift box, complemented by adorable glowing moon installations, magic wands, and star-themed decorations. This seamlessly blended the dreamy scenes of SALLY DAY with the romantic ambiance of Daxue Road, creating an enchanting experience.

Beyond the captivating IP narrative and immersive settings, the market introduced a "lightweight" interactive experience. Fans could engage in "star collection" and share high-quality posts about the "Starlight Party" on social media. This accessible format not only bridged the gap between SALLY and her fans but also allowed consumers to enjoy simple, joyful moments in a relatable street setting, enriching the festive atmosphere of SALLY's birthday celebration.

Unlocking New Dynamics for Urban Consumption

With the evolution of cultural consumption in recent years, Generation Z's demands have shifted from mere material goods to emotional fulfillment and experiential richness. This trend has spurred cities to seek innovative integration models that blend culture, tourism, commerce, and sports. These efforts aim to infuse urban economies with fresh energy.

Last year, LINE FRIENDS' inaugural collaboration with Daxue Road yielded impressive results and provided valuable local marketing insights. Through a delightful offline birthday celebration, LINE FRIENDS offered an immersive entertainment experience that boosted the popularity of Daxue Road - a hub for multicultural lifestyle, while enhancing the commercial value for both the IP and partner stores.

Drawing on last year's success, this year's event sought to deepen the symbiosis between the IP and the urban landscape. Through a blend of storytelling with entertainment via varied interactive experiences, the narrative of SALLY's quest for the most beautiful yellow was seamlessly integrated into the street environment, offering fans a holistic space where shopping and entertainment converge.