At the start of 2026, UDL was invited to develop the Chinese New Year visual campaign for Taikoo Li Sanlitun. Titled “Lion King Arrives in Beijing,” the project brings the tradition of Southern Lion Dance into the rhythm of the city, reinterpreting a century-old cultural form for a contemporary urban setting.

The lion becomes the central visual and spatial motif of the campaign, extending across large-scale installations, interactive activations, and online and offline communications throughout Taikoo Li Sanlitun. During the festive season, it moves between the commercial environment, the surrounding cityscape, and everyday public life, creating a distinct Chinese New Year experience that brings tradition into dialogue with contemporary urban culture.

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Partner Team: Li Xiang / Xing Chen