Core Insights - The "Collecting Blessings" activity by Alipay has evolved from a marketing campaign into a widely recognized New Year custom in China, engaging millions of users and becoming a unique entertainment experience for the younger generation [2][18] - The integration of various popular IPs into the "Collecting Blessings" event enhances emotional connections and user engagement, transforming traditional customs into modern interactive experiences [3][12] Group 1: Event Overview - The "Collecting Blessings" event for the Year of the Horse starts earlier this year, from January 27 to February 2, featuring a new "Grab the First Blessing" gameplay that combines traditional customs with social interaction [2][5] - This year's event includes 19 sets of blessing cards, with 18 themed around popular IPs and one classic set, allowing users to collect cards and gain recognition as "First Blessing People" [5][7] Group 2: User Engagement and Experience - The event's design encourages early participation through a feedback mechanism that rewards users for prompt action, thus increasing engagement and anticipation for the main event [7][9] - The blessing cards serve as social currency, allowing users to exchange and showcase their collections, fostering community interaction and enhancing the event's social media presence [9][10] Group 3: IP Strategy and Cultural Integration - Alipay's selection of IPs for the blessing cards is strategic, covering a wide range of interests from family-oriented films to popular games, ensuring broad appeal across different demographics [10][12] - Collaborations with trending films and long-standing series like "Country Love" create a cultural resonance that enhances user participation and emotional connection during the New Year [12][14] Group 4: Long-term Implications - The "Collecting Blessings" event not only serves as a marketing tool but also as a platform for cultural engagement, linking traditional values with contemporary entertainment [16][20] - By continuously innovating and integrating popular culture into the event, Alipay is redefining the New Year celebration, making it more relevant and appealing to younger audiences [18][20]

Group 1 - The event "Warmth of Laba, Love in Qingyuan" was held in Hohhot, focusing on cultural experiences and community engagement during the traditional festival [2] - A collaborative model was implemented where local merchants provided ingredients, volunteers offered services, and residents received warm Laba porridge and sweet candied hawthorn, fostering community bonds [4] - The event featured immersive folk experiences, including paper-cutting demonstrations, sugar painting, and calligraphy, enhancing cultural vitality and community spirit [6] Group 2 - At the end of the event, the street committee presented gifts such as rice, flour, and oil to sanitation workers, honoring their contributions to the city [8] - The street committee emphasized that this event exemplifies the practice of "cultural empowerment for community renewal," with plans to continue leveraging traditional festivals for community development [8]