‘Hami’s Sweetness’ Campaign Concludes After Four-City Journey from Forbidden City to Shanghai Red Carpet

‘Hami’s Sweetness’ Campaign Concludes After Four-City Journey from Forbidden City to Shanghai Red Carpet

When the fragrance of Hami melons drifted through Xi’an’s Yongxingfang, when Hami embroidery graced the red carpet of the Shanghai Film & TV Festival, and when diplomats in the Forbidden City were captivated by an evening of “sweetness and stars” — a city-branding campaign that crossed half of China had turned “There is a sweetness called Hami” from a slogan into a cultural brand remembered by millions. Spanning four months and four cities — fro…