Tmall Launches AI Comic Series and Quiz Game for Double 11, With Mascot and 15 Brand IPs Hunting a Missing "Blessing Pear"
Tmall's AI-generated Guofeng comic "Who Stole Double 11 Blessing Pear?" features 15 brand IPs and a Taobao quiz game offering red packet rewards.
Tmall (天猫) has launched an AI-generated comic series tied to its Double 11 shopping festival, using a Guofeng (Chinese-style) fantasy narrative to blend entertainment with promotional mechanics. The series, titled "Who Stole Double 11 Blessing Pear?" (谁偷了双11福梨？), follows Maotiantian (猫天天), Tmall's cat mascot, alongside 15 brand IP characters in a serialized quest to recover the missing "Double 11 Blessing Pear." The story casts common consumer frustrations as villain characters: "Good Expensive Frog" (好贵蛙) represents high prices, "Mei Coupon Kid" (梅券儿) conceals coupons, "No-Shipping Squid" (不包鱿) creates logistical complications, and "High Brother Jia" (高佳哥) rounds out the antagonist roster.
The comic updates continuously across online serialization channels and on Taobao (手淘). Users who search "Double 11 Blessing Pear List" (双11福梨清单) on Taobao can enter a quiz game tied to the storyline and earn red packet rewards for correct answers.
The campaign extended offline on October 30 and 31, when brand IP characters from the comic appeared in character costume form in the Halloween parade at Shanghai Happy Valley (上海欢乐谷), bringing the fictional cast into a physical event setting.
The campaign illustrates a maturing approach to seasonal retail activation in China, where platform-native IP, generative AI production tools, and gamified incentives are combined to extend audience engagement beyond a single promotional moment. By dramatizing familiar pain points — hidden coupons, high prices, shipping conditions — as story villains, Tmall gives Double 11 friction points a narrative form that invites participation rather than complaint.
