Vinda Releases "Tears are Candy" Back-to-School Short Film on August 27
Vinda released a back-to-school short film on August 27, reframing children's tears as growth milestones and positioning its tissue as an emotional companion.
Vinda (维达), the Chinese tissue brand, released a back-to-school short film titled "Tears are Candy" on August 27, 2026. The film opens with scenes of children crying as they head back to school and parents comforting them, anchored by the line "every tear is a mark of growth" (每一滴眼泪，都是成长的印记). The campaign reframes the familiar back-to-school moment of childhood tears as a "candy moment" — positioning Vinda tissue as an emotional companion in children's lives rather than a purely functional product.
The film is the latest in a long-running effort by Vinda to build emotional resonance around its core product. The brand launched its "tissue wedding dress" IP in 2015, and in May 2026 activated a partnership with inheritors of the Bai ethnic group's traditional tie-dye non-intangible cultural heritage. Global brand ambassador Sun Yingsha is also part of the brand's wider campaign roster.
The "Tears are Candy" film extends Vinda's strategy of attaching symbolic weight to everyday tissue use — from ceremonial to cultural to developmental milestones — rather than competing on product attributes alone. The back-to-school season, with its built-in emotional charge for both children and parents, provides a natural occasion for that positioning.
