On the occasion of Chinese New Year celebrations, Miu Miu presented “Miu Miu Encounters” a series of immersive activations in Shanghai, Beijing and Guangzhou to welcome the Year of the Snake.
On January 10th in Shanghai, Lexie Liu released a new single “Come Dance – Miu Miu Encounters”, specially written and produced for the occasion, and launched in a takeover at Raccoon Records store. The single is now available across multiple platforms, including QQ Music, NetEase Cloud Music, Apple Music and Spotify.
On January 16th in Guangzhou, Miu Miu launched a flower boat activation with the takeover of Liwan Lake Park, a historical and traditional celebration site known for its beautiful gardens and the venue for Guangzhou’s Spring Festival flower market. On this occasion guests, including brand ambassador Liu Haocun, actor Arthur Chen and influencer Qin Huilan, were invited.
On January 18th in Beijing, Miu Miu Encounters took over Shichahai Rink, an ice-skating destination and celebrated venue since the Ming Dynasty for winter festivities and still serving as a key site for winter sports to this day. Attendees included Singer Sdanny Lee, actor Li Landi, figure skater Chen Hongyi. Guests were gifted with the Fortune Book for the Year of the Snake 2025, featuring the twelve Chinese zodiac signs as well as the Miu Miu Chinese New Year exclusive vinyl record by Lexie Liu as a keepsake of the joy, unity and promise of new beginnings presented by Miu Miu.
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