BACKGROUND

Over the past decade, we were significantly impacted by our core clients’ struggles. To overcome this, we have continuously pursued new business opportunities and moved beyond traditional agency work to launch our own business.

SOLUTION

In line with recent Chinese market trends—post‑COVID surge in live entertainment, growth in tourism/entertainment spending, and government support for large events—we developed a new business: the “YJ Music Festival.” This leverages our core strengths (marketing planning, digital media partnerships, and brand–entertainment collaborations). Moving beyond a pure ticket‑sales model, we adopted a hybrid revenue approach by adding brand sponsorships.

RESULTS

We managed the entire festival process end‑to‑end (IP registration; programming and site selection; sponsor acquisition and pop‑ups; art and merchandise production; government permitting; ticketing; and on‑site operations), maximizing revenue leverage. Between 2024 and 2025 we held four festivals, selling 215,000 tickets(24.1H Foshan, 24.2H Linyi, 25.1H Foshan, 25.2H Beijing.). At the fourth festival we unveiled the complete “Flower Monster Family” merchandise line; we plan to diversify into merchandise, content, and artist collaborations going forward.