Originating from South Korea, Wiggle Wiggle has sparked a “dopamine storm” across Asia with its iconic Wiggle Bear and smiley flowers, swiftly becoming a favorite brand among young trendsetters. To celebrate Hang Lung’s 65^th anniversary, we kick off a nationwide celebration starting with “Wiggle We Go” exhibition at six malls in mainland China. The campaign transformed each location into a surreal airport terminal, sending customers on a kaleidoscopic voyage.

Hang Lung x “Wiggle We Go”: An Immersive Urban Adventure

Wiggle Wiggle champions FUN, WIT, and COLOR, transforming homeware, clothing, stationery and other everyday items with bold designs and vibrant hues. It breaks the monotony of daily life, inviting everyone to “wiggle” out surprises through humor and creativity.

Travel ignites imagination, and airports – where journeys begin – symbolize anticipation and connection. The “Wiggle We Go” exhibition reimagines every airport corner: check-in counters become smiley installations, security stations turn into whimsical checkpoints, and first-class lounges burst with color. Familiar spaces were reinvented with playful twists, blending the ordinary with the extraordinary.

Redefining Retail Spaces through Cultural Experiences

This groundbreaking campaign redefines the possibility of commercial spaces through cultural innovation. Immersive art-commerce installations elegantly blur the lines between gallery and retail space, popular collectibles and merchandise spark viral engagement, and social media-optimized interactive scenes become must-visits of the town. Beyond these enchanting offerings, the six malls will embrace specialized elements to unveil even more unique surprises, in addition to exclusive HOUSE 66 promotions and events adding another layer of engagement.

As the inaugural celebration of Hang Lung’s 65^th anniversary, “Wiggle We Go” has delivered endless playful discoveries. Throughout the year, we will unveil more distinctive celebratory activations across Hong Kong and mainland China, continuing to innovatively reshape the cultural potential of retail spaces.