A few months ago, we told you that Taylor Swift (Moldy, as she is known in China) would be spending her Singles’ Day in Guangzhou. Recently, it was revealed that the pop singer will be joining famed Chinese musical acts G.E.M. and Jackson Yee of TF Boys fame, as well as Japanese voice actress Kana Hanazawa at Alibaba’s extravagant Singles’ Day Gala in Shanghai on November 10 (The cast of The Wild Goose Lake will also be in attendance).
This year’s Singles’ Day is set to be extra special as it marks the 11th year of the shopping event, making it a ‘Triple 11,’ so to speak. Swift, who has built a stellar reputation in China through her interaction with fans in the country, will join the likes of Mariah Carey, Pharrell Williams and Jessie J.
The Singles’ Day Gala was launched in 2015 and has been described as a massive variety show that sets out to bring the celebratory nature of holidays like Christmas to the commercial event. The show generally lasts for more than four hours and mixes a variety of segments, including live music performances, sports and a (un)healthy dose of celebrity sightings. This year’s Singles’ Day Gala kicks off at 7.30pm at Shanghai Mercedes-Benz Arena and will be broadcast on Youku, Zhejiang TV and Shanghai Dragon TV.
The Gala counts down the seconds until midnight on November 11, when Singles’ Day kicks off, with sales figures for the day shown on a screen at the event. Sales on Singles’ Day 2018 surpassed the 2017 record by 27%, with Tmall reporting over RMB213 billion in Gross Merchandise Volume (GMV, aka total sales).
[Cover image via @taylorswift/Instagram]