Guangzhou JOY CITY (黄埔大悦汇) marked its second anniversary with a large-scale celebratory campaign headlined by the first-ever GG Bond (猪猪侠) pop-up in the city.
The festivities kicked off with a public birthday party at the L1 atrium on July 11, where 2,000 slices of cake were distributed for free under the theme 'Sweetness Shared, Happiness Multiplied.'
Running nearly three months, the campaign—titled 'The Non-Typical Choice: Guangzhou JOY CITY 2nd Anniversary x GG Bond First Exhibition'—is co-presented with the national animation IP GG Bond and aims to promote the mall’s brand message of becoming a 'delightful lifestyle and social hub.'
From July 11 to 15, a series of themed activities animates the entire mall, including a Summer Soundwave Party, celebrity-inspired parades, live idol performances, night-only music showcases, and interactive workshops.
Dual Milestone for a Beloved Local IP
This year also marks the 20th anniversary of GG Bond, a beloved Chinese animated character born in Guangzhou.
Since its first broadcast in 2004, the series has built a loyal following with its uplifting storytelling and imaginative visuals.
As the character’s presence continues to evolve through memes and short videos, GG Bond has grown into a symbol of youth culture and emotional expression—widely embraced by both children and nostalgic young adults.
The collaboration taps into this dual milestone: a high-profile local IP turning 20 and JOY CITY turning 2.
A new GG Bond film is slated for release this year, amplifying the IP’s renewed cultural momentum.
For JOY CITY, the partnership supports its strategy to attract family and Gen Z consumers through immersive pop-culture experiences.
Immersive Space with Three Highlights
The exhibition features three major zones designed to encourage exploration and interaction:
Guangzhou Exclusive Sculpture: 6m-Tall 'Landlord GG Bond'
A 6-meter inflatable sculpture of GG Bond styled as a Cantonese 'landlord' greets visitors at the outdoor plaza—complete with sandals, vest, keychain, and undeniable Lingnan flair. Many visitors said the character looked like it had just stepped out of a local neighborhood, sparking an emotional hometown connection.Ten Photo Ops with High Visual Impact
The exhibition features over 10 themed photo zones, including an entrance gate, idol stage, starlight boulevard, koi fountain, and mobile gift van. GG Bond appears in several costume transformations—Marilyn 'Pig' Monroe, Koi Pig, Clown Pig, and more—set to lighting and sound effects that maximize social media appeal.20th Anniversary Merchandise Pop-Up
The L1 atrium houses the 'GGBOND Star Gift Van' pop-up store, offering a limited-edition product line exclusive to the venue. Items include figurines, pins, decals, phone stands, and fridge magnets—some sold only at Guangzhou JOY CITY. Queues formed quickly on opening day, with many fans saying they were eager to purchase childhood memorabilia.
All-Ages Activities and Shopping Rewards
Between July 11 and 15, visitors can participate in a 'stamp and share' activity by collecting stamps at different zones and posting photos or videos tagged #广州黄埔大悦汇2周年庆 and #猪猪侠20周年# to social platforms to redeem gifts like phone grips, card holders, and fridge magnets.
Loyalty members enjoy multiple anniversary perks, including VIP bundle redemptions, blind box giveaways, drink vouchers, and lucky draws for items like iPhone 16 Pro.
A full lineup of retail and F&B discounts across fashion, jewelry, electronics, and services further boosts summer foot traffic.
Future Vision: A 'Delightful Social Space' for the Community
As a flagship project by COFCO Joy City Property in South China, JOY CITY Guangzhou has positioned itself since its 2023 opening as a 'delightful lifestyle social space.'
Looking ahead, the mall plans to deepen this positioning through curated community programs, including themed markets, culinary festivals, and youth culture events.
Plans also include renovating parts of the mall into more breathable, rest-friendly zones to encourage longer stays and stronger emotional connection.
With more top-tier brands, creative campaigns, and local culture embedded into its programming, JOY CITY aims to become a neighborhood-centric hub offering multidimensional urban experiences.
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