Brand Strategy & Communications | Social Impact
As a brand marketing strategist and storyteller, DAI excels at integrating culture, art, and creative expression into business development, brand communications and mission-driven cultural . The innovative and impactful brand campaigns she has initiated and led, in collaboration with cross-functional teams, have shaped brand image and reputation, cultivated brand affinity, and driven public engagement, contributing to sustained long-term brand value. Meanwhile, as a non-profit organization developer, DAI works at the intersection of brand innovation, corporate CSR, and social trends to support the mission and vision of non-profit organizations, exploring cultural preservation and creative reinterpretation, advancing the sustainable development of non-profit projects.
RedNote (Xiaohongshu) Street Life Festival | "ART OF LIVING "
Engaging residents and consumers to rediscover an authentic connection with one another, with their communities, and with the city after the COVID lockdown.
In 2023, as Brand Director at RedNote (“Chinese Instagram”), I initiated the RED Street Life Festival, a large-scale cultural initiative and brand IP featuring over 200+ free events across 50 streets among 10 days in Shanghai. The festival played a pivotal role in promoting the city’s economic and cultural recovery after the COVID-19 lockdown, addressing people’s desire for in-person social and emotional interaction. By conveying the concept of the “Art of Living”, and cooperating with 100+ artists, musicians, it positioned RedNote as a community-driven social media platform and practitioner of corporate social responsibility, demonstrating how a commercial company can leverage its resources to foster cultural diversity and create meaningful social impact while boosting user growth and business partnerships. With strong support from the Shanghai municipal government, the festival attracted 200K+ residents and generated 2.1 billion media impressions.
My capacity for innovation is rooted in my background as a senior media professional. In 2015, during an interview trip to the Avignon Festival in France, I realized that art extends far beyond galleries and museums—it exists all around people, throughout the city. This inspired me to see how arts and culture can intersect with the corporate world, serving as a form of public advocacy and reaching wider audiences—inviting people to engage with aesthetics, reflect on their lives, and connect with the brand’s mission and values.
The project specially invited the Spanish art collective Luzinterruptus to create a public art installation as a symbol of the even fields. Titled Labyrinth of Plastic Waste or Blue Symphony of Life, the work was constructed from 90,000 discarded plastic bottles, stacked to form a three-meter-high giant maze. At night, illuminated by LED lighting, the installation transformed into a shimmering blue ocean—symbolizing the transformation of everyday plastic waste into a vessel for art and creating a romantic, immersive experience within the urban landscape.
With Luzinterruptus
From street-side concerts, pop-up art and photography exhibitions to urban sports, craft markets, food walks, and riverside music festivals, art and culture were woven into city life—scattered across streets and neighborhoods—inviting people to experience the present moment in an open, inclusive, and accessible way.
The Singularity | Alipay 15th Anniversary Film
How can storytelling convey a company’s most essential business value? A digital wallet is not merely a tool, it represents a transformation in how trust is built between people in China.
In 2019, I served as the Head of Brand Communications for Alipay’s 15th Anniversary campaign. As the Executive Producer and Producer of the project, I developed the film from more than 80 real user stories, identifying narrative threads, selecting the director and screenwriter, and collaborating closely on the film’s storytelling and production. The film focuses on Alipay - a premier Chinese "super app" acts as an all-in-one digital ecosystem with over 1 billion users and 80 million merchants, and explores how it fundamentally reshaped trust between people in China—enabling over one billion users to manage bank accounts, pay bills, transfer funds, and access a wide range of financial services. My team and I also worked with the public relations team to design and execute the communication strategy.
This brand film won First Place at the 2020 China Golden Lion Advertising Awards in Financial Technology catagory, establishing a new paradigm for brand narration among China’s leading technology companies.
Allbirds’ 2023 Chinese New Year (CNY) campaign
How can Allbirds leverage the Chinese New Year through community-driven brand storytelling to amplify its seasonal footwear launch while expanding its overall brand impact in the Chinese market?
As a creator dedicated to long-term work with nature and a senior brand creative professional, I was invited to provide brand consulting and creative production for Allbirds’ 2023 Chinese New Year (CNY) campaign, serving as Brand Strategy Consultant and Film Director.
During the Spring Festival, Allbirds collaborated with low-carbon lifestyle advocates to create Allbirds Family, a special New Year film that tells the story of a group of nature-loving individuals who continually renew themselves by seeking a sense of “supernatural power.” Through acts of creation, birdwatching, running, and meditation, they connect with nature and discover this “supernatural power”—a force that brings renewal and transformation to both body and mind.
Social media communication materials by Allbirds
Beijing Contemporary Art Foundation ｜Expert Research and Project Development for the Revitalization of Gyantse Tibetan Carpets
How can new vitality be found between preservation and innovation? BCAF initiated the “New Folk Craft of China” program, dedicated to safeguarding, transmitting, and promoting the diversity of ethnic cultures and traditional Chinese heritage.
As a long-term Development Consultant to the BCAF, from July 7 to 11, 2025, I was invited to join a first cohort of senior experts—including artists, designers, educators, and media professionals—on a five-day field research trip to Lhasa, Gyantse, and surrounding areas. This research initiative is a key component of the Gyantse Tibetan Carpet Revitalization Plan (2025–2027).
As one of the world’s three most renowned carpets and a national intangible cultural heritage treasure, the Gyantse Tibetan carpet is gradually fading from public view. Centered on the core question of how contemporary and multidisciplinary design can empower the sustainable development of national treasure–level handmade Tibetan carpets, the research took the Gyantse Tibetan carpet as its primary focus. The study explored potential pathways across craft systems, brand development, design innovation, public communication, and international expansion.
This was a comprehensive investigation spanning aesthetics, craftsmanship, social context, and cultural value, as well as a grounded, face-to-face dialogue rooted in lived experience, seeking to rediscover the warmth and vitality embedded in the craft of Tibetan carpet-making through direct and authentic exchange.
Photos by Wang Yiran
1986,0312.2 | 20thC | Found/Acquired:Tibet
Bell,B1.11 | Photographed by: Sir Charles Alfred Bell KCIE, CMG | 1934 | Original from:Daniel Miller