Xin Lang Cai Jing·2025-11-04 05:34Core Viewpoint - The launch of the new brand image partner, the "Kelele Bear," by the high-end hotel brand Shijia Ge under Huazhu Group, marks a significant step in connecting emotionally and artistically with Chinese consumers, leveraging nearly a century of German heritage [2][12]. Group 1: Brand Identity and Cultural Significance - The Kelele Bear is designed as an artistic bear figure that embodies deep German cultural roots while presenting a warm and soft exterior, challenging the stereotype of German rigidity [4]. - The bear symbolizes strength and friendliness, particularly in Berlin, where it is seen as a city emblem, thus enhancing the brand's cultural relevance [4]. Group 2: Collaboration with Artists - International young artist Ye Zile was invited to co-create the Kelele Bear, known for his works that blend pop colors with healing aesthetics, showcasing broad international influence [5]. - The design process took nearly two years, resulting in a unique visual expression that abstractly represents the flow of energy through time and space [8]. Group 3: Long-term Vision and IP Integration - A groundbreaking 40-year cooperation agreement was established between Shijia Ge and Ye Zile, highlighting the brand's long-term vision in cultural development [8]. - The Kelele Bear will be integrated into the guest experience across all Shijia Ge hotels, featuring installations, themed rooms, customized meals, and merchandise, creating an immersive IP experience [10]. Group 4: Art Installations and Exhibitions - The first silver mirror sculpture of the Kelele Bear was unveiled at the Guizhou Xiaoqikong Shijia Ge Hotel, with plans for global guests to encounter this artistic installation [11]. - The "Kelele Bear World Tour" interactive exhibition commenced in Chengdu, showcasing the brand's nearly century-long journey from Germany to China, emphasizing the connection to Chengdu as the "Panda Capital" [12][15].