Taobao Launches Multi-Format Mid-Autumn Campaign Centered on Mascot Taobao Xiaobao and a "Dual Moon" Installation
Taobao's Mid-Autumn 2026 campaign pairs an AI video, a giant moon installation, and a Su Shi-themed mascot storyline with limited-edition mooncakes from Meixin.
Taobao (淘宝) is running a Mid-Autumn Festival campaign on September 25, 2026, themed "Baobei, Let Mid-Autumn Have a Little More" (宝贝，让中秋多一点). The campaign is built around Taobao Xiaobao (淘小宝), the platform's mascot, and a visual concept described as "a moon with one more point."
Online activations include an AI-formatted fake news video, a poster series carrying themes of "a little more starlight," "a little more companionship," and "a little more fortune," and a network-wide search for Mid-Autumn night tour companions. In one content strand, Taobao Xiaobao is reimagined as the Song dynasty poet Su Shi, referencing the line "Huaimin has yet to sleep" from Su Shi's prose work "Record of the Pavilion at Night."
Offline, the campaign erects a giant moon installation designed to create "dual moon radiance" alongside the real moon during a themed night tour event. Peripheral merchandise includes incense hangings, perler bead material packs, moon printing tools, and mooncake forks.
Merchant partnerships form a central commercial layer. Taobao has produced limited-edition mooncake gift boxes with Meixin (美心), and has brought in heritage brands and pet brands for additional co-branded initiatives. Blue V accounts — verified brand accounts on Chinese social platforms — are also enlisted as collaborators in the campaign's online creative content.
The campaign spans both online channels and the offline night tour event, positioning Taobao Xiaobao as a cultural character capable of anchoring seasonal storytelling while linking platform traffic to merchant sales.
