7-Eleven South China taps Hatsune Miku to unveil summer campaign

7-Eleven South China has teamed up with Hatsune Miku, the virtual pop star developed by Crypton Future Media, to roll out the 'Sing into Summer' campaign.

As virtual influencers are gaining popularity across China, the brand wishes to reach the younger audience by banking on the popular Hatsune Miku, said a spokesperson from 7-Eleven South China. The campaign also aims to boost brand awareness. 

The campaign kicked off with a fans meet-and-greet at a newly opened Hatsune Miku-themed store in Guangdong, with long queues of customers waiting to meet their idol. 

The brand also introduced Hatsune Miku-themed merchandise at 7-Eleven stores in Guangdong, including badges, aprons, and bags for enthusiastic fans to collect.

The partnership was promoted via online and offline channels, including Douyin, Xiaohongshu, Bilibili, as well as in-store promotion at over 1700 stores across the region. 

The partnership has drawn mixed reactions from netizens on Xiaohongshu, with some saying they admire Hatsune Miku and one of them said "Fans unite! Come showcase your newly acquired Hatsune Miku [merch]!", a check by MARKETING-INTERACTIVE saw.

The campaign has also sparked parodies across Instagram, TikTok, and other social media platforms, with one fan even creating a parody video about the product.

Hatsune Miku was originally created as a Vocaloid, combining software and animation to bring a teenage virtual singer to life. Following an update in 2013, she gained the ability to speak three languages and has since performed in 77 stadiums across 30 countries over the past 16 years.

Utilising Yamaha Corporation's Vocaloid 2, 3 and 4 singing synthesising technology, she is able to adjust her tunes to suit the needs of her audience.

This is not the first time Hatsune Miku has collaborated with major brands to engage her fanbase. In 2022, she partnered with Pusheen to launch the Hatsune Miku x Pusheen collaboration, introducing a range of tote bags, t-shirts, and other collectibles for fans to purchase. Besides, Toys'R'us has also featured Hatsune Miku collectibles and figurines.

(Photo courtesy: 7-Eleven Asia's CEO Danni Peirce's LinkedIn)

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