Hang Lung Properties expands its anniversary campaign across mainland China

Hang Lung Properties has launched the second phase of its year-long "66 and beyond" anniversary campaign, introducing a series of community-focused events across its mainland China retail portfolio.

The initiative, which marks the group's 66th anniversary, seeks to strengthen local engagement while celebrating the seasonal shift to spring.

Rooted in the company's identity, "66" traces back to Plaza 66 at 1266 West Nanjing Road in Shanghai, and has since evolved into a symbol of Hang Lung's mixed-use portfolio in the mainland. "66 and beyond" captures the spirit of that evolution, signifying the company's limitless potential for the future.

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Central to the latest phase is the "Taste of 66" (怦然春動) national campaign, featuring a curated collection of limited-edition bespoke ice lollipops. Drawing inspiration from the local cultural identity and architectural essence of each of Hang Lung's iconic "66" malls, the campaign creates tangible, exclusive moments that customers can emotionally connect with this anniversary.

In Tianjin, Riverside 66 launched "Sweet encounters" along the city's historic pedestrian street, featuring dessert-themed art installations, interactive experiences and a dedicated dessert market. Meanwhile, in Shenyang, Forum 66 prioritised community wellness by turning its public spaces into venues for sports activities, including a basketball tournament and introductory pickleball sessions.

Additionally, Centre 66 in Wuxi launched "Wonderlost in spring," a themed programme that transformed the mall into an immersive spring environment with installations, performances and interactive games.

At Grand Gateway 66 in Shanghai, MINISO has partnered with BLACKPINK member Jennie for the first time to promote her solo album "Ruby" with an exclusive pop-up. This partnership taps into the significant appeal of K-pop among younger audiences worldwide.

Other initiatives could also be found at Plaza 66, Olympia 66, Palace 66, Spring City 66, Parc 66, and Heartland 66 across various cities. 

To complement these initiatives, Hang Lung has offered year-round hotel offers that invite guests to celebrate the milestone with thoughtfully curated stay, dining, and wellness experiences at Conrad Shenyang and Grand Hyatt Kunming.

Derek Pang, senior director of mainland business operation at Hang Lung Properties, said the "66 and beyond" theme is a powerful expression of the brand's evolution.

"We are moving beyond the traditional role of a landlord to become a dynamic platform for community engagement and cultural expression. Our focus is on creating curated experiences that resonate deeply with the unique character of each city," said Pang.

"By transforming our properties into vibrant hubs of culture and connection, we create lasting value and enrich the lives of the communities we serve," he added. 

MARKETING-INTERACTIVE has reached out to Hang Lung Properties for more information.

Back in February, Hang Lung Properties began its 66th anniversary celebrations in mainland China under the same theme. The first quarterly highlight was a nationwide Chinese New Year campaign called "Find your steed, forge your path", held across 10 "66" malls in eight cities. The campaign featured contemporary installations inspired by traditional auspicious symbols, along with workshops and city-specific offers.

Throughout 2026, the company will bring this celebration to life across its retail, office, and hotel portfolio, featuring unique collaborations and experiences designed to enrich lives and connect communities.

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