Xianyu and Weilong Moyu Shuang Launch Co-Branded Snacks With Meme-Driven Offline Activations Across Nine Cities

Xianyu (闲鱼), Alibaba's secondhand marketplace, has teamed up with snack brand Weilong Moyu Shuang (卫龙魔芋爽) to release two co-branded konjac snack products: Xianyu Shuang (闲鱼爽) and Maida Shuang (卖掉爽). The products come in two new regional flavors — Wuhan Garlic Crayfish and Guizhou Red Sour Soup — and are accompanied by limited-edition packaging and co-branded peripheral merchandise.

The collaboration draws directly from platform culture: the name Maida Shuang references the online meme "卖掉了" ("sold it"), a phrase familiar to Xianyu's secondhand-selling user base, translating the digital in-joke into a physical product.

Offline activations ran across 28 Xianyu cycle stores in nine cities — Shanghai, Guangzhou, Shenzhen, Hangzhou, Nanjing, Wuhan, Chengdu, Suzhou, and Wuxi. In Nanjing, a themed bus dubbed the "Sell Off Office Taste" toured from September 7 to 10. Pop-up activities followed on September 11 to 13 at two Nanjing locations: Xuanwu Zhaoshang Huayuan City and Jiangye Qiaokeai Plaza.

The campaign is a clear example of a platform brand using meme-native language to anchor a physical product collaboration — converting the frictionless satisfaction of a completed sale into a flavor and a snack format. By grounding the activation in Xianyu's existing brick-and-mortar cycle store network across major Chinese cities, the campaign extends reach beyond a single pop-up moment into everyday retail touchpoints.