[Edaily Reporter Kim Ji-woo ] Fila Holdings(081660)(formerly Fila Holdings) is expanding its collaborations with local companies and global character intellectual property (IP) holders in China, leveraging its fashion brands operating there. The strategy aims to broaden its reach among young consumers in Greater China through marketing that goes beyond simple product sales to combine spaces, content, and merchandise.

Misto Holdings Corporation announced on the 13th that its unisex casual brand “Rest & Recreation (RR)” and contemporary fashion brand “Rave” will each launch collaborative campaigns with the Chinese coffee brand Manner Coffee and Sanrio’s character Hello Kitty, respectively.

RR is launching the “Rest With Manner” campaign in partnership with Manner Coffee. This lifestyle project connects the moment of enjoying a cup of coffee and relaxing in the city with the feeling of a seaside getaway.

The campaign will run starting this month at major Manner Coffee locations, including the Shanghai Xian Dream Center branch and the Suzhou Mix World branch. These stores will be transformed into themed spaces aligned with the campaign’s concept.

Customers who make a purchase will receive a beach bag and a beach towel, and Manner Coffee stores will also sell tumblers featuring the RR collaboration logo, as well as special-edition coffee packages. This initiative aims to expand the brand experience by combining fashion products with beverages, store spaces, and merchandise.

Rave unveiled a capsule collection based on the “Hello Kitty Rock Star” concept in collaboration with Hello Kitty. This collaboration was planned to coincide with the “520” season—May 20—which is widely recognized in China as a day for lovers to confess their feelings, as the date’s numerical pronunciation sounds similar to the phrase “I love you.”

The collaborative products went on sale at major brick-and-mortar stores in China from mid- to late May. By combining Hello Kitty’s signature design elements with Rave’s aesthetic, the brand targeted female Gen Z consumers in China. A promotional campaign offering gifts such as collaborative shopping bags and limited-edition cosmetic pouches was also conducted.

Misto Holdings Corporation explained that for this collaboration, it focused on content-driven marketing that conveys the brand’s concept and narrative, rather than short-term exposure through influencers or Wanghong. The approach involves incorporating the brand message and seasonal concept from the campaign planning stage and disseminating related content across online and offline channels.

To this end, DIO Corporation is leveraging its in-house live-commerce studio and content production infrastructure to manage the entire campaign planning, production, and distribution process internally. The goal is to quickly incorporate local consumer feedback into content and sales strategies, thereby simultaneously boosting brand awareness and purchase conversion rates.

A representative from Misto Holdings Corporation stated, “This collaboration demonstrates the brand management and marketing capabilities we have built up in the Chinese market,” adding, “We will expand the brand experience and strengthen our global competitiveness based on local partnerships and various collaborations.”