FoshanApril 27, 2026 /PRNewswire/ — On April 25, the “Revitalizing China Tour • Joyful Moments • Greater Bay Area Hengjie Night | Star Concert,” co-presented by Hengjie Sanitary Ware, China National Geographic, and Tencent Music Entertainment Group, concluded successfully at the Foshan Nanhai Sports Center Stadium. Over 20,000 attendees gathered offline as Quality Life Ambassador Kenji Wu led a lineup of stars in heartfelt performances. Amid a dazzling audiovisual feast woven with brilliant starlight and surging soundwaves, Hengjie activated cultural tourism consumption vitality through the dual IP of “cultural tourism + music,” infusing brand storytelling with new emotional value.
Against the backdrop of traditional durable consumer goods industries seeking growth, this high-profile cross-sector event showcases the deep innovation of leading brands in connecting with consumers: Hengjie integrated low-frequency consumption with high-attention, high-heat cultural tourism and music scenes, innovatively constructing a communication field with greater emotional resonance.
Path to Breakthrough: Linking Public Emotional Resonance with the “Music + Cultural Tourism” Dual IP
In recent years, cultural tourism consumption represented by concerts has become a vital outlet for the public to release emotions and seek emotional resonance. Nationwide, its popularity continues to grow unabated. According to the “2025 Live Music Performance Market Analysis Report” jointly released by the China Association of Performing Arts and Beacon, domestic large-scale concert box office revenue reached 29.558 billion yuan in 2025, with nearly 38 million attendees, while large-scale music festivals generated 2.89 billion yuan in box office revenue, attracting approximately 5.456 million attendees.
Facing this surging wave of emotional consumption, the communication models of traditional durable consumer goods urgently need updating. Sanitary ware products are inherently in a low-frequency consumption range, with consumers only actively seeking information during renovation or refurbishment. This results in high brand reach costs, short memory cycles, and low user stickiness. Therefore, effectively tapping into high-frequency emotional resonance scenarios and establishing genuine emotional connections with consumers has become key for traditional durable goods brands to break through.
Hengjie’s approach is notably insightful. This year, Hengjie formed a tripartite strategic partnership with China National Geographic and Tencent Music Entertainment Group, launching the “Cultural Tourism + Music” dual IP model—a first in the industry. The former infuses the brand with local aesthetic genes through an authoritative cultural tourism perspective, while the latter activates consumers’ sensory experiences through music as an emotional medium. Together, the three parties construct a new perceptual dimension of “Joyful Moments.”
As the core event of this strategic collaboration, the Greater Bay Area Hengjie Night Star Concert officially took place in Foshan on the evening of April 25. A lineup of powerhouse performers, including Kenji Wu, Aska Yang, Supper Moment, Vincy Chan, A Li Yue, and Shan Yu, took the stage together. From classic love songs sparking a stadium-wide chorus of starlight, to Cantonese golden oldies evoking regional emotional memories of the Greater Bay Area, to rock performances igniting surging soundwaves, the diverse musical styles intertwined to present the audience with a high-quality audiovisual spectacle.
Kenji Wu, in his role as Quality Life Ambassador, premiered the first co-created quality life inspiration single “In This Moment” with Hengjie at the concert. Accompanied by the shifting光影 on stage, it vividly conveyed the brand warmth of cross-sector collaboration.
Scenario Connection: A Closed Loop from Mobile Full-Bathroom Experience Space to Immersive Solutions
Drawing attention through a musical event is only the first step. The true core of this cross-sector initiative lies in how to harness this enthusiasm with real-life scenarios, allowing the audience to tangibly perceive the brand’s warmth through an immersive experience. Hengjie’s solution: while indulging in the musical atmosphere, let attendees closely experience the quality of premium bathroom living.
The Mobile Full-Bathroom Experience Space, as a key carrier of Hengjie’s commitment to the concept of a better life, has previously traversed the 318 Sichuan-Tibet Highway and the Qinghai-Gansu Ring Road, and has been deployed at city landmarks in Shanghai, Guangzhou, and Xi’an. This innovative format successfully broke through traditional spatial limitations, allowing travelers along the way to experience high-quality bathrooms. In 2026, the experience space was upgraded with music as a new bond, undergoing a complete makeover to achieve a cognitive progression from “attracted by music” to “impressed by quality.”
At the concert venue, Hengjie’s newly upgraded Mobile Full-Bathroom Experience Space, infused with musical elements, gathered multiple benchmark star products making simultaneous debuts: the R9 Smart Toilet, with its epoch-making “3D Comfort Wash” technology, integrates a spa-level “comfort” experience into daily life, revolutionizing traditional toilet perceptions; the Hengjie Bathroom Vanity, equipped with a Beauty Makeup System and eco-friendly moisture-proof technology, is built on a foundation of “health,” safeguarding the cleanliness and peace of mind in the bathroom space; and the T8 Shower Head, featuring Hengjie’s Changlin® Yumu technology, delivers a “refreshing” and invigorating shower experience with powerful water flow, relieving fatigue.
The closed-loop design of “music gathering momentum + scenario connection” is essentially a precise response to the trend of integrating “cultural tourism, commerce, sports, and exhibitions”: large-scale performance events inherently carry massive traffic potential and social buzz, while immersive scenario experiences convert attention into tangible perceptions of product value. Together, they forge an emotional pathway from resonance to lifestyle identification.
Value Accumulation: The “In This Moment” IP Steadily Drives Conversion with “Emotional Dividends”
In an era of stock competition, models relying on strong marketing-driven short-term traffic monetization face increasingly evident bottlenecks. Building long-term brand assets and nurturing consumers with genuine emotional connections form the foundation for a virtuous cycle for实体 enterprises.
Hengjie’s “In This Moment” IP is a direct validation of this logic. From partnering with China National Geographic in 2024 to explore the beauty of Greater China, to now incorporating “music” elements into the IP narrative for the first time, Hengjie used the star concert as a catalyst to elevate from visual experience to auditory resonance, successfully accompanying consumers through a dual “sensory + emotional” narrative.
Furthermore, this cross-sector initiative achieved a deep alignment of brand values. Hengjie invited Kenji Wu to serve as “Quality Life Ambassador,” whose long-standing commitment to musical quality resonates highly with Hengjie’s philosophy. Additionally, the social responsibility accumulated through recent pragmatic agricultural support aligns with Hengjie’s national brand foundation, adding a layer of warmth to this collaboration. Through this value alignment centered on quality and extended by responsibility, Hengjie not only naturally expanded its audience boundaries but also conveyed the company’s social commitment and sincerity to the public.
Long-term emotional communication not only deepens brand values but also directly drives commercial growth. As a designated unit of the Ministry of Commerce’s “Trade-In” program, Hengjie actively responds to the national “Three New” consumption call, constructing a full-chain renewal system. This year, Hengjie simultaneously launched the “Revitalizing China Tour • Joyful Moments” series of IP activities, integrating musical elements and interactive experiences into diverse scenarios such as offline pop-ups and the Mobile Full-Bathroom Experience Space. Coupled with benefits like concert tickets, these efforts translate macro policy dividends into tangible consumer benefits, boosting consumption while demonstrating the steady operational resilience of Chinese enterprises.
From value resonance through cross-sector breakthroughs, to the meticulous construction of immersive scenario experiences, to finding cultural ties with shared social responsibility, Hengjie, grounded in solid product strength and inclusive service attitudes, has completed a steady transformation from functional satisfaction to inspiring a better lifestyle.
When a sanitary ware brand no longer confines itself to single-dimensional competition over functional selling points, but instead deeply connects with consumers through a dual “sensory + emotional” narrative, accumulates long-term emotional assets through brand IP, and builds value identification through social responsibility resonance, it achieves not just a marketing innovation but also earns lasting public favor. This may well be the intrinsic logic for high-quality Chinese brands to navigate cycles and achieve long-term value growth.