When the Millennium Intangible Cultural Heritage Water Splashing Festival meets young home appliance brands, what new cultural and tourism gameplay will collide?

From April 13 to 15, 2026, the leader commander of Haier Zhijia's young brand officially appeared in Tiktok Life Service ? May Day Dining Festival, and landed in Xishuangbanna Tropical Flower Garden. Under the background of "a game of boiling water when you have flowers - blossom with your ability in the blessing of the sky", with the theme of "spend young life, let your leader", we will deeply integrate intangible cultural heritage folk customs, trend flash and lazy people's technology, create an immersive young interactive scene, and use a cross-border cooperation of high standard culture and tourism to unlock a new path for brand rejuvenation.

As a core folk custom of the Dai New Year, the Xishuangbanna Water Splashing Festival combines profound cultural heritage with nationwide carnival enthusiasm. It is a highly influential cultural and tourism super IP in China, attracting a large number of young tourists and national traffic every year. The leader chose to combine with Tiktok's life services, which is precisely because of the platform's huge young flow pool, strong local life operation capability and content dissemination potential. At the same time, the core of "praying, carnival, social interaction, and relaxation" conveyed by the Water Splash Festival is highly consistent with the leader's brand proposition of "relaxation, freedom, fashion, and technology for the good", laying a natural resonance foundation for this cross-border cooperation.

The biggest highlight of this event is the innovative integration of intangible cultural heritage folk customs, brand flash mobs, and product experiences. Leader Commander takes the pop-up exhibition area as the core battlefield, combining Xishuangbanna flower elements with water splashing and water-saving culture, to create an immersive check-in space that combines ethnic customs and youthful trends. On site, the brand concept of "liberating hands and living a relaxed life" is naturally integrated into the travel and social scenes of young tourists through customized air modeling devices, fun interactive experiences, real-life product samples, and on-site sample delivery.

In the exhibition area, Leader Lazy Ice Lide Refrigerator, Lazy Magic Machine Pro, Xiaoyinlang F7, Xiaofangtang Max Dishwasher and other Lazy series products were simultaneously unveiled and fully launched, covering the entire scene of refrigerators, air conditioners, water heaters, dishwashers, and cleaning products. Among them, the lazy washing and care family washing machine series became a highlight at the scene, with the Leader Commander Lazy Three Tube Smart Edition Three Drying, Lazy Three Tube Ultra, and Leader Commander Lazy Three Tube Laundry and Shoe Washing Machine ProMax Slim star new products making a heavyweight appearance. As the core force of the Leader Lazy Washing and Care family, the Lazy Washing and Care series, with its core advantages of "one machine, three cylinders, partitioned washing and care, and one machine for shoe washing and care", accurately addresses the core pain points of young people's washing and care troubles, complicated classification, and laborious hand washing. Whether it is the Lazy Three Cylinder Smart Edition's three washing and three drying, on-site replacement, or the Lazy Three Cylinder Laundry and Shoe Washing Machine ProMax Slim's flat embedding and uniform cleaning of clothes and shoes, they perfectly embody the practical value and innovative core of "Lazy Technology".

Tourists can experience product functions and design aesthetics up close during the water splashing carnival, intuitively understanding the brand expression of "lazy technology=efficiency and convenience=quality life", and completing the complete transformation from "cognition interest experience grass planting" in immersive experience.

To enhance interaction and communication, Leader Commander has created fun interactive activities around the characteristics of the Water Splashing Festival, allowing tourists to complete brand interaction in a relaxed and joyful atmosphere. Tourists who participate in check-in and interactive experiences can receive customized brand gifts, effectively enhancing their sense of participation and retention. The event attracted a large number of young tourists to stop and experience, take photos and share, forming a spontaneous communication loop of "on-site card punching - Tiktok communication - social fission", and effectively leveraging the double blessing of Xishuangbanna's cultural and tourism traffic and Tiktok platform traffic.

This cooperation is not just about showing off offline booths, but an important implementation of the Leader's strategy of "scene based outreach+youth oriented communication+breaking through cultural and tourism IP circles". On the one hand, the brand breaks away from the fixed scene of traditional home appliance marketing and integrates its products into real life scenarios such as travel, carnival, and socializing, communicating in a way that young people like, achieving "planting grass without feeling and effective penetration"; On the other hand, with the help of the online traffic operation capability of Tiktok Life Service and the popularity of the lower reaches of Xishuangbanna line, the whole link of "content grass planting - on-site experience - social communication - consumption transformation" has been opened up, which has greatly expanded the brand reach boundary, and continued to strengthen the brand label of "young, trendy, understanding life" of Leader.

In recent years, cultural and tourism consumption has continued to upgrade towards youthfulness, experientialization, and socialization. Cross border cooperation between brands and cultural and tourism IPs has become an important way to break through circles, enhance favorability, and seize user minds. Leader Commander accurately grasps the trend and takes the Xishuangbanna Water Splashing Festival as an opportunity to organically combine intangible cultural heritage, platform ecology, product innovation, and scene experience. This not only provides tourists with richer and more interesting festival interactive experiences, but also injects young and trendy vitality into local cultural tourism, ultimately achieving a win-win situation for brand promotion, user experience, and local cultural tourism.

From the innovative expression of AWE exhibition to the scene of Xishuangbanna Water Splashing Festival, Leader Commander always insists on putting young users at the center and communicating in a way that is "understandable, enjoyable to watch, and willing to participate". In the future, Leader will continue to deepen the layout of youth oriented, scenario oriented, and cross-border marketing, explore the possibility of cooperation with cultural tourism, trend oriented, and lifestyle IP, and enable lazy technology to enter more young life scenarios, continue to break through the circle in the cultural tourism boom, and resonate with the new generation of consumers.