On August 15 at 12:00 PM, FUNCINATING officially launched its newest collectible series, “What MOW Is That?”, in collaboration with ZIYU. The launch quickly captured the attention of collectors and fans, with the exclusive 6,666 ZIYU Special Box selling out within seconds.
Designed as a playful plush blind box series, “What MOW Is That?” brings a fresh expression of the GISMOW universe to a new generation of collectors. Each GISMOW features its own expression and color combination, while its soft plush form and metal clip make it an ideal companion for bags, backpacks, or everyday spaces.
The launch marks another exciting chapter for GISMOW, bringing together its original IP, collectible design, and ZIYU’s distinctive presence in a new collaboration that has already generated significant attention across online and offline channels.
Before the launch, the product recorded more than 75,000 add-to-cart actions. The recap also reported more than 1.47 million store visitors, 359,000 product-detail views, and 44,000 people placing orders. Transaction value across the Douyin flagship store passed RMB 9.3 million during the first 24 hours. The store reached No. 1 on Douyin’s overall commerce leaderboard that day.
The campaign also achieved strong social media visibility, with ZIYU × GISMOW reaching No. 1 on Weibo’s “Star Product Influence” ranking and the hashtag #梓渝特别套盒秒罄# drawing approximately 1.534 million views.
The launch extended beyond digital platforms, with the “What MOW Is That?” campaign appearing across a series of outdoor digital screens and urban advertising spaces. Campaign screens appeared in Beijing, Shanghai, Tianjin, Changsha, Shenzhen, and Chongqing. Featuring ZIYU alongside the colorful GISMOW characters, these offline placements brought the visual world of the new collection into the city, creating a recognizable presence across both digital and physical environments.
From e-commerce and social media to outdoor media, the launch demonstrates the growing reach of GISMOW’s original IP and its ability to connect with audiences across multiple touchpoints.
As GISMOW continues to develop its original IP and explore new forms of collaboration, “What MOW Is That?” marks a new step in the evolution of GISMOW—from a collectible character into a companion for everyday moments.
Comments