Hao Hao Kombucha Launches "Let Fermentation Ferment" Offline-to-Online Campaign Across 16 Chinese Cities
Hao Hao Kombucha's "Let Fermentation Ferment" campaign launched on September 8, reaching 40 venues across 16 cities ahead of its March 2026 product debut.
Hao Hao Kombucha (好 Hao 康普茶), a sub-brand of Haowang Water (好望水), launched a themed activation called "Let Fermentation Ferment" (让松弛发酵) on September 8, partnering with 40 dining establishments across 16 cities. Partner venues include cafes, light-meal restaurants, and pet-friendly spaces, each staging a distinct "fermentation scenario." Some locations serve special cocktails under the name "Slack Off" (摸摸鱼); others host interactive installations in pet-friendly areas; and some offer hands-on experiences designed to walk consumers through the fermentation process.
Alongside the offline activations, the brand released a suite of online materials — "Fermentation Archive" cards, stickers, and limited-edition merchandise. A social media component called "Where Should I Lie Down" (往哪儿躺), distributed in part via WeChat, invites users to share moments of personal relaxation, creating a feedback loop between physical venues and social platforms.
The campaign precedes the formal product launch of Hao Hao Kombucha, which is scheduled for March 2026. The September 8 activation functions as an early brand-building exercise, building consumer familiarity with fermentation as both a product attribute and a lifestyle posture — "松弛感" (a sense of ease and letting go) being a recurring theme in the campaign's language and imagery.
