How to make the oldest beer popular among youths? We aim at the Generation Z. Step up the proportion of Generation Z fans for Hajiang, thus helping Harbin Beer to attract more GenZ fans.

In order to communicate with the generation Z, Harbin Beer created an everlasting spokesperson, HAJIANG, who was signed by Warner successfully. Empowered by big data and AI, we create HAJIANG’s persona and produce her own songs. Her debut song trended on top with youngsters’ support. She is not only a money-maker, but also a Harbin Beer’s pop culture trend-setter. And above all, never a heart-breaker.

Harbin beer, founded in 1900, is the oldest beer in China. How to make the oldest beer popular with youths is what we have been working on. For beer companies, winning “young customers” who have higher consumption capacity and frequency is the key. GenZ will become the main consumption force of beer. When GenZ select brands, they care more about whether brands coincide and resonate with their interests and emotions. GenZ have multiple interests that span both physical and virtual worlds. Virtual idol is the perfect one shuttling between virtual and reality freely. Countless superstars in China ruined their public persona, breaking the heart of millions of fans and putting brands they endorsed under great pressure of public crisis. Harbin Beer decided to reach generation Z through the music category and create a singer in Metaverse — the trendiest place where all young people gather.

Empowered by big data and AI, endowed with China's chic, We catered the facial design to youngsters’ preference and produce her song. Globally made her debut on 29/9/2021 with the new single«Miss Who», trended on top with youngsters’ support, with social buzz reaching 32 MIO+ social buzz, over 99.99% favorable rate. Meanwhile, HAJIANG laucned NFT art collection.Ranked N0.1 most paid item on dat of deal.With the support of nationwide earned exposure,HAJIANG dominates attention online and offline.

Empowered by big data and AI, we create HAJIANG’s persona and produce her song. Her debut song trended on top with youngsters’ support, with social buzz reaching 32 MIO+, making HAJIANG the first Warner-signed virtual artist in the world. Meanwhile, HAJIANG livestreamed to promote Harbin Beer with peak concurrent viewers exceeding 1 million. She took Harbin Beer to its debut on New York Fashion Week and GQ. That’s not enough, Many popular brands among Gen Z invite her to be the spokesperson to shape a younger lifestyle together. She was invited to the top music festivals in China such as Modern Sky Festival. And her NFT poster costs more than superstar concert tickets, sold for up to 5000 RMB. More importantly, Harbin Beer has found the mode of Government funding, 1.5 million RMB. Vertical, Internal accelerator, which enable a future with more possibilities.