Chinese Tea Brand Hushang Ayi Launches Empowerment Campaign Celebrating Female Freedom
In celebration of its 12th anniversary, the Chinese tea brand Hushang Ayi has launched a comprehensive marketing campaign centered around the theme of female empowerment and freedom. The campaign, which has been trending on social media platforms, particularly Weibo, features a diverse set of influential female figures, including brand spokesperson Ju Jingyi, new product promotion ambassador Wu Yanshu, swimming World Cup champion Liu Xiang, and quality content creator Meng Yutong.
14 July 2025
The campaign's slogan, "Wish You Freedom in Your Hands," aims to convey to women the courage to love themselves and absolutely control their own lives. This message is reinforced by the brand's upgrade, which combines the image of a cheetah with a female image to praise free and brave women, showcasing "Oriental Female Power."
The campaign has been well-received by the public, with many users sharing their personal stories and memories with the brand on social media using the hashtag #沪上阿姨祝你自由在握#. The brand has also encouraged users to participate in various promotional activities, including sharing their exclusive memories with Hushang Ayi, with selected stories receiving limited surprise gifts.
The campaign's core message of empowerment and self-mastery has resonated with audiences, particularly women, who are seeking messages of self-determination and independence. The inclusion of an 87-year-old ambassador, Wu Yanshu, who speaks about the importance of an "independent and free soul" and following one's own rhythm, has strongly reinforced the inclusive and empowering nature of the campaign.
The brand has also collaborated with international high-end women's fashion magazine Marie Claire to further the message of exploring female freedom. Various promotions, including special edition paper bags, golden quote cup sleeves, and a giveaway of 120,000 expansion coupons, have also been offered to fans.
Overall, the sentiment observed around the campaign is one of celebration of individuality, female strength, and the aspiration for personal freedom. The campaign appears to be effective in creating a positive association between the Hushang Ayi brand and these empowering ideals.
The phrase "沪上阿姨祝你自由在握" has been translated in various ways, including "Auntie Hushang wishes you freedom in your grasp" and "Auntie Shanghai wishes you freedom firmly in hand." However, the best translation depends on the specific context in which the phrase is being used.
Ultimately, the campaign's success can be attributed to its well-crafted message of empowerment and self-mastery, which has resonated with audiences and created a positive association with the Hushang Ayi brand.
