At the beginning of the 2026 Lunar New Year, Beijing's Zhongguancun Link REIT Plaza has reinforced its core positioning around "youth, trends, and sports" by driving upgrades in its commercial offerings and refreshing its physical spaces. This dual strategy boosted holiday consumption momentum and achieved an innovative fusion of contemporary culture with traditional festive spirit. The project has strengthened its consumer offerings with a high-quality brand portfolio, activated the value of its space through immersive Lunar New Year themes and trendy IP experiences, and built a sophisticated, high-value commercial ecosystem through meticulous operations. It continues to support consumption upgrades in western Beijing, establishing itself as a benchmark for youth lifestyle and trendy consumption in the region.
The focus during the New Year period was on refining and upgrading the commercial mix, with targeted additions in popular youth categories such as dining and trendy IPs. Notable new openings included the official Pokémon Card Gym (the second location in Beijing), Meizhou Dongpo, Sanquan Cold Noodles, Tofu House, and Mak's Dairy, alongside the refurbished upgrade of Mvuke Tokyo. This comprehensive brand matrix enhances the consumer offering, catering to diverse needs such as family gatherings, social meetups, and trendy photo opportunities during the holiday, thereby improving the area's commercial ecosystem and reinforcing the project's trendy image.
The debut of the official Pokémon Card Gym (featuring Yveltal) represents a deep integration of youth culture and commercial space. It creates a professional card gaming environment through immersive IP-themed settings, offering a full range of authentic cards and combining collecting, battling, and social interaction into a multifaceted experience. This appeals directly to core fans while also attracting families with interactive fun, establishing a new landmark for trendy IP consumption in western Beijing. Manxi Bead Art taps into the Gen Z preference for personalized, experiential consumption, offering rich materials and creative scenarios to unlock new immersive social experiences.
The arrival of leading Sichuan cuisine brand Meizhou Dongpo, with its classic dishes and refined dining atmosphere, provides an ideal choice for family meals and business entertaining. Sanquan Cold Noodles and Tofu House focus on distinctive Korean flavors, balancing taste and value for everyday dining and casual socializing. Mak's Dairy centers on high-quality fresh dairy products, offering a healthy, youthful beverage option. Mvuke Tokyo delivers premium sweet experiences with its classic French desserts. This complementary brand portfolio precisely meets the demand for festive treats, infining consumer gatherings with a touch of refined living aesthetics.
To create a comprehensive festive atmosphere, Zhongguancun Link REIT built a matrix of New Year activities around the "Trendy New Year" theme. Centered on "brand IP scene creation," it established Pokémon-themed photo spots and immersive interactive experiences, effectively connecting with young, trendy consumers and quality-focused families to create a signature holiday destination in the area. The project maintained warm "open throughout the holiday" service by adjusting operating hours for continuous service, ensuring stable supply and providing a one-stop shopping, dining, and entertainment experience for western Beijing residents, efficiently meeting daily and social needs.
Marketing efforts were intensified during the period. The project launched a free, exclusive limited-edition digital red envelope cover campaign, releasing special holiday benefits through integrated online and offline channels to deepen emotional connections with customers and enhance loyalty. For Valentine's Day, the project carefully crafted a romantic atmosphere with dedicated dating and告白 scenes, customized romantic packages, and created an ideal social consumption space for young couples. On the eighth day of the Lunar New Year, which coincided with the back-to-work day, the project held a lion dance ceremony to usher in prosperity, blending modern forms with traditional customs to energize the festive spirit, adding a joyful atmosphere to the return to work. This approach demonstrated how culture can empower commerce and content can drive footfall, infusing the New Year consumption market with warmth and cultural depth.
Beijing Zhongguancun Link REIT Plaza has enriched its consumer supply through brand refreshes and expansions, while creating a festive atmosphere with diverse scene-based content, achieving a perfect blend of trendy cultural elements and traditional New Year flavors. It accurately addresses the core demands of Gen Z for social interaction and experiential settings while also catering to the diverse needs of all age groups during the holiday. Looking ahead, the project will continue to center on the value of "amplifying passion," building a commercial operation system that combines trendy appeal, emotional value, and suitability for all customer segments. It will steadily advance towards its strategic positioning of "youth, trends, and sports," injecting sustained growth momentum into the western Beijing commercial ecosystem and leading the upgrade of consumption patterns among young customers.