Recently, LongHu, the century-old brand under Shanghai Zhonghua Pharmaceutical Co., Ltd., joined forces with Eastday to launch a brand revitalization initiative aimed at bringing new vitality to the time-honored Chinese brand through cross-industry collaborations, creative content and innovative consumer experiences.
The initiative began at a coffee culture festival, where LongHu attracted widespread attention with its unconventional “LongHu Medicated Oil Coffee.” The creation quickly captured the attention of younger consumers, generating over a million impressions, drawing significant foot traffic and becoming a widely discussed topic across social media platforms.
On May 7, LongHu reached another milestone with the launch event for “Shen Long Huo Hu II,” a co-branded product collaboration between LongHu and Shanghai Shenhua Football Club. The crossover introduced new products that preserve LongHu’s classic herbal heritage while incorporating a younger, more contemporary and stylish expression.
On September 17, the “Shen Long Huo Hu II Energy Recharge Pop-Up Store” opened for a seven-day run, featuring a continuous lineup of activities. Through immersive experiences, interactive check-ins and limited-time experiences, the pop-up gives consumers an opportunity to experience LongHu’s innovative appeal up close.
At the same time, LongHu has partnered with the Shanghai High School Football League to create an AI-powered short drama, connecting the spirit of sports with the spirit of the brand through technology-driven storytelling. Together, these initiatives form part of LongHu’s broader brand revitalization efforts.
From a cup of LongHu Medicated Oil Coffee to a new product launch, and from a pop-up store to an AI-powered short drama, LongHu is building on the wisdom of traditional Chinese herbal culture while embracing cross-industry innovation. Through these initiatives, the brand is presenting overseas markets with a renewed image of a time-honored Chinese brand that is becoming younger and more international. Looking ahead, LongHu will continue to collaborate with partners to bring new vitality to its century-old heritage and expand its presence on the global stage.
