Loewe, and the painted murals advertsing strategy in China

Loewe, a Spanish fashion house, is pioneering innovative advertising strategies by utilizing diverse mediums to create impactful campaigns in China.

Quick hello. I am Oliver Verot, and I help brands stand out in China. Loewe’s painted-mural campaign is a smart lesson: instead of a flat ad, the brand turned craft and local art into something people want to photograph and share. That is how you earn attention from Chinese consumers who scroll past normal advertising. Here is what Loewe got right and how a smaller brand can borrow the playbook.

Here are ten points highlighting Loewe’s approach in China, particularly with its “Howl’s Moving Castle” campaign:

1. Multi-Medium Strategy: Loewe employed both digital and traditional mediums, showcasing versatility in advertising.
2. 3D Billboard in Chengdu: A major highlight was the 3D billboard inspired by “Howl’s Moving Castle”, an anime classic. This billboard stood out for its dynamic, eye-catching visuals, leveraging modern technology to captivate audiences.
3. Hand-Painted Murals in London: Complementing their digital efforts, Loewe also engaged in traditional advertising with hand-painted murals. This contrasted with the high-tech approach in China, demonstrating a balanced strategy.
4. Cultural Relevance: The campaign strived to be culturally relevant, integrating elements that resonate with both local and global audiences.
5. Combating Consumer Fatigue: Loewe’s diverse advertising methods aimed to combat consumer advertising burnout, a significant challenge in the current market.
6. Targeting Younger Generations: Their strategies were partly designed to capture the attention of Gen Z and Gen Alpha, demographics known for their fluctuating interests.
7. Balancing Technology and Tradition: By balancing high-tech advertising like 3D billboards with traditional methods like mural painting, Loewe created a comprehensive and diverse advertising approach.
8. Innovative Marketing in China: The use of advanced technology like 3D billboards in China indicates Loewe’s commitment to innovation in key markets.
9. Critique of Gimmicky Tactics: Despite the innovation, there was some criticism about the gimmicky nature of high-tech advertisements potentially reinforcing consumer fatigue.
10. Potential for ‘Wow’ Factor: The campaign’s use of cutting-edge technology, while risky, has the potential to leave a lasting impression on consumers, as seen in the successful engagement in Chengdu.

Read more

What the 2026 data says

Chinese luxury buyers, especially Gen Z, want brands with a real story and craft they can feel. Loewe’s murals worked because they were visual, shareable and rooted in art, so people spread them on Xiaohongshu for free. Paid ads alone no longer cut through. The brands that win create moments worth posting, then back them with a steady presence in Chinese so the buzz lands somewhere.

How we make brands desired in China

We are a small Shanghai team, and we built our name making brands wanted by Chinese consumers, not just seen. We turn your story into content people share, then keep your name visible where buyers look. See our luxury brand case study, then get in touch through our contact form. Friendly team, fair prices, real results. More on our PR and KOL service.

Sources: market data from China Briefing and Daxue Consulting.

Top market figures

For a foreign brand the lesson is simple: the money is large, but attention is won on RED, where most users say the posts they read decide what they buy. A mural or an art moment is only the start; it has to travel through those posts to reach buyers. Market size from Mordor Intelligence.

The top solution, and a plan to use it

The single best solution for creative luxury advertising in China is a RED-first art moment: build one physical, photogenic piece of craft or art, then plan from day one how it gets shared on RED by real voices. Loewe did not just paint a mural, they made something worth posting. You should design the share before you design the ad.

1. Pick one strong visual idea tied to your craft or a local Chinese cultural reference, and make it real in a place people already gather.
2. Brief a small group of mid-size RED creators in your category to visit, shoot and post in their own words, not as a paid banner.
3. Open and run a verified RED brand account so the buzz has a home, with product notes ready for people who search after they see the moment.
4. Track saves, shares and search lift on RED, then put more budget behind the posts that already work.

A quick example. Say a Spanish leather house called Robledo wants noise in Shanghai. This is a made-up example. They paint a three-story mural of an artisan stitching a bag onto a wall near a busy art district, invite twelve RED creators to shoot it, and link every post to their new RED account. In six weeks the mural notes pass two million views, their RED account gains forty thousand followers, and store visits in Shanghai rise. One real object, shared well, did the work of a year of flat ads.

How SEO Agency China makes it happen

We are a small Shanghai team, all Chinese-native, and we have spent years making foreign brands wanted by local buyers, not just seen. We help you choose the right art idea, brief the RED creators who fit your category, set up and run your brand account, and keep your name visible where people search after the buzz. We work to results and keep prices fair for smaller brands. See our PR and KOL service, then get in touch through our contact page.

Three things to remember

• Build something worth posting. A real object beats a flat ad because people share it for free.
• Plan the share first. The mural is the start; the RED posts are what reach buyers.
• Give the buzz a home. A running RED account turns curious viewers into customers when they search.

Oliver Verot is a China marketing specialist who helps foreign brands reach Chinese consumers. Read more on Chinese Tourist Agency.