A Hot Wheels pop-up storefront with red lanterns, collectible displays and a flower-filled bicycle

Experiential · Cultural

Hot Wheels Lunar New Year Activation

Brand
  • Hot Wheels
Scope
  • Brand activation
  • Original artwork
  • Pop-up design
  • Collectible experience
Practice

A vibrant Lunar New Year celebration with Hot Wheels, combining bold original print artwork, clever tactile props and an immersive pop‑up journey that culminated in a limited‑edition collectible moment, elevated by cultural dance groups and a standout lion dance.

Hot Wheels CNY - The full rooftop activation with lanterns, a red phone box, Year of the Horse artwork and a neon fu sign

The brief

The full rooftop activation with lanterns, a red phone box, Year of the Horse artwork and a neon fu sign

Celebrate Lunar New Year with an immersive Hot Wheels pop-up that gives visitors a route into the brand and a collectible moment to take away.

Hot Wheels CNY - Visitors taking photos at the activation against the city skyline

The delivery

Visitors taking photos at the activation against the city skyline

Original print artwork and tactile props shaped the pop-up journey. The experience combined a styled storefront, collectible displays and an audience moment around the limited-edition release.

Cultural dance groups and a lion dance added live performance to the setting, alongside the artwork, props and collectible presentation.

Watch the highlights.

Special Edition Year of the Horse artwork with the red collectible car
A family posing in front of the grocery shelf mural
Milk crates, plastic stools and a flower-laden bicycle styled in front of the mural
A limited-edition collectible in a red birdcage beneath the Hot Wheels sign
A guest receiving the limited-edition Year of the Horse collectible
Hot Wheels Lunar New Year collectible boxes showing red model cars
Two red lion dancers performing outside the Hot Wheels pop-up storefront
A red lion dancer beside the Hot Wheels storefront and a Lunar New Year wall decoration
Families posing for photographs beside the Hot Wheels pop-up and a flower-filled bicycle
A Hot Wheels collectible box displayed inside a red birdcage
A guest opening a limited-edition Hot Wheels collectible box
Guests seated in green velvet chairs watching a blue laser show

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