Changyi 100% Partners With Animated Character Nailong on Digestive Health Campaign Across Chengdu

Changyi 100% (畅意 100%), a digestive health beverage brand, has launched a cross-brand collaboration with Nailong (奶龙), a popular animated character known for its gluttonous personality, across a series of offline and content activations.

The campaign opened with a stunt at a primary school gate in Chengdu, where an oversized Nailong character appeared during afternoon dismissal carrying flowers, name placards, and gifts — turning a routine school pickup into a mock celebrity arrival scene. A second activation was staged at a Lingshi Youming (灵食有名) store, where a large stuffed Nailong figure was displayed lying down as if full, accompanied by humorous "no feeding zone" warning signs telling visitors not to give the character any more food.

A third element invited children at a food-vendor booth to exchange the name of any dish for Nailong-branded pancakes and a serving of Changyi 100%, weaving the product into a playful food-transaction format. The campaign also produced a content series titled "Nailong Belly Observation Diary," which follows the character through digestive complaints brought on by overeating — scenarios named "rampage fire-breathing dragon" and "gas storm" — while referencing the product's K56 bacteria and dietary fiber ingredients as narrative relief.

No social media channel figures or sales data were provided.

The campaign illustrates a pattern in China's functional food and beverage category where brands use IP characters with exaggerated food-related traits to make health messaging feel light rather than clinical. By anchoring Nailong's defining characteristic — compulsive overeating — directly to a digestive product's ingredient story, Changyi 100% grounds its functional claims in character comedy rather than label copy.