Recently, Midea Air Conditioners broke new ground in the field of marketing by collaborating with the national-level IP QQ Yellow Face Emotion Symbol across multiple industries. They launched a "Unleash the Beauty of 2026" theme offline pop-up event nationwide, creating a new trend in home appliance marketing. The QQ Yellow Face Emotion Symbol, as a virtual emotional symbol that carries the memories of a generation, has a light and soothing emotional core that perfectly aligns with Midea Air Conditioners' brand philosophy of deeply understanding users' emotional needs. This cross-industry collaboration successfully broke down the barriers between virtual and reality, making emotional expression the core bond connecting the brand and users. Moreover, it fully unleashed the innovative value of the industry's first "Emotional Air Conditioner" - Midea's Whisper Comfort Air Conditioner - "Cute Do". The product's core functions, such as the cute intelligent drawing screen, intelligent voice interaction, and AI emotion recognition, were successfully implemented in the offline scene through this pop-up event, integrating the virtual emotional symbol deeply into the interactive experience of the physical product. Users were able to experience the warm companionship and precise understanding of the "Emotional Air Conditioner" in a zero-distance manner. This event was not only a revolution in the traditional marketing model of home appliances by Midea Air Conditioners, but also vividly demonstrated the transformation of modern home appliances from functional hardware to "emotional companions" for families. It conveyed a life experience that combines technological sophistication and warmth.
Unscrew the "Surprise" knob, and the "Fun" dial transforms temperature adjustment into an enjoyable ritual.
At the event site, a series of meticulously designed interactive installations ingeniously transferred the online functions of the "Beautiful Windless Air Conditioner · Kawaii" to the offline space, forming the core of the entire emotional interaction experience.
Entering the pop-up area, the first thing that catches people's attention is the huge "Unleash the Surprise" starting device. Participants can trigger the lights and expression animations by turning the unique-shaped knobs, and receive custom souvenirs. This highly ritualistic interaction directly echoes the "Fun Knob" design on the product itself. It aims to transform the traditional complex button operation for adjusting air conditioning temperature into a physically interactive experience that is full of pleasure and a sense of control, injecting small but certain pleasures into daily life.
Exclusive QQ emoticons are displayed on the screen, and the cute and intelligent graphics make emotions visually apparent.
The large interactive screen located in the center, known as the "Emotional Bulletin Board", precisely captures and responds to users' needs and the pain points of the times. It leverages the symbolic power of the national-level IP "QQ Yellow Face", combined with individual smiles of users, innovatively extending the common online facial expression interaction into a perceptible and participatory emotional expression experience, achieving a vivid transformation of emotions from virtual symbols to physical interactions. The exclusive emoticons created by visitors on-site, integrating personal smiles and elements of QQ Yellow Face, are projected onto the giant screen in real time. This upgrades the private emotional expression of the product's "Cute and Intelligent Drawing Screen" to a public ceremony with strong social attributes. This is not merely a simple amplification of functions; it is a vivid interpretation of the value of emotions - making the product concept of "visualizing emotions" tangible to users, and transforming the cold appliances into a warm "emotional interface".
This screen, equipped with 1,014 LED light bulbs, can display over 60 dynamic pixel expressions, fundamentally redefining the role of air conditioners in the home space: from a passive temperature control hardware, it has transformed into an "atmosphere medium" and "emotional touchpoint" that actively participates in family emotional communication. It is like a public message board for the family, allowing expressions such as "Thank you for your hard work" that are too difficult to say out loud, and a "reconciliation" signal that eases the atmosphere, to be expressed in a warm and interesting way. These difficult-to-discuss cares and understandings are transformed into visual interactions and companionship.
Based on the technology of no wind sensation, it creates a new ecosystem that combines comfort care with emotional interaction.
In the "Windless Comfort Experience Area", a serene and soothing exhibition space presents the concept of "cooling sensation without wind" to visitors. This area uses atmosphere creation and technological interpretation to showcase the windless core technology accumulated by the air conditioner over ten years: The three-ventilator SPA air distribution system and AI anti-cold wind technology it employs, relying on millimeter-wave radar for real-time perception, can achieve intelligent control of wind direction and wind volume, providing special care for people who are sensitive to wind, such as the elderly and children. This clearly indicates that all emotional and entertaining interaction innovations are based on solid and reliable comfort technologies. From functionality to emotion, it leads a new paradigm for high-end home appliance experiences.
From collaboration to leadership, a heartwarming interaction filled with emotional value
It is worth noting that this collaboration has further been implemented as a sustainable product experience: the top ten classic QQ yellow face emojis have now officially been integrated into Midea's Cool Multi-Function Air Conditioner - Kawaii. Users can recreate and display popular emoji such as "laughing and crying", "like", and "heart eyes" on the "Cute Intelligent Drawing Screen" at home. They can also combine DIY intelligent drawing messages, holiday-themed push notifications, and 4-color ambient lights to seamlessly integrate online emotional expressions into real-life scenarios. This means that QQ emojis are no longer just a chat tool; they have become an integral part of family emotional interaction - whether it's daily greetings, holiday blessings, or silent companionship and responses, all can be beautifully presented through this intelligent screen. From offline pop-ups to home routines, from emoji interaction to emotional companionship, Midea Air Conditioners are building a new smart home ecosystem that is more comfortable, smarter, and more humanistic based on "windless technology" and with "emotional interaction" as the language.
This "Unleash Beautiful 2026" pop-up event is not only a offline collaboration between Midea Air Conditioners and QQ Yellow Face Emojis, but also a new attempt at an in-depth emotional resonance and dialogue between the brand and users. Relying on the national emotional consensus carried by QQ emojis, Midea Air Conditioners leads the industry from initially regulating physical temperature differences to optimizing wind sensation and body sensation comfortable environmental temperature differences, and moves towards a more delicate perception of "emotional temperature differences" in a new stage. Midea Air Conditioners makes household appliances not only serve physical sensations, but also become emotional companions that perceive, respond to, and even regulate the family atmosphere.
For the Midea air conditioners, the Midea non-blown air conditioning model - Kawaii Duotone is not only the result of technological innovation, but also a response to the in-depth understanding of the target users. Its significance lies not only in redefining the role of household appliances in people's lives, but also in enhancing the happiness of families and the sense of daily rituals.
In order to make this unique experience that combines technology and emotion more accessible to millions of households, the "Midea Air with Windless Feeling - Kawaii Du" has been officially launched. Consumers can order the new product through JD Mall, JD Appliance City flagship store, Suning E-commerce flagship store, Midea Smart Home stores, and Midea Air official online channels. They can enjoy a 2,000 yuan enterprise subsidy and be offered a limited-time free smart camera. In addition, consumers can also enjoy multiple exclusive benefits such as "One Price All-Inclusive Installation Service" and "Up to 1,000 Yuan Trade-In Discount" in addition to this. This allows for a seamless and comfortable upgrade.
The experience journey in Shanghai has come to a successful conclusion, but the exploration of a better life continues. The Midea air conditioners are about to reach the next destination: Chengdu, to continue offering this unique experience that combines technology and emotion to local consumers. Stay tuned for more.
