Event Background
On the morning of September 10, Dongcheng International Group launched its first project in a prime location in a first-tier city—the Yishang PLUS Beijing Bird's Nest Store—right next to the National Stadium (Bird's Nest), adjacent to Pangu Plaza and within steps of the Olympic venues. Towin New Idea Media's Beijing event planning and execution team, as Dongcheng Group's annual service provider, dedicated full effort to ensure the event's success, handling all planning and execution smoothly and earning high praise from the client.
Key Information
Cheng Xinhua, founder, chairman, and CEO of Dongcheng International Group, along with several group executives, attended in Nordic-style red plaid shirts. Mr. Wang Xiaofei, Tan Dongfang (Deputy Secretary-General of the China Tourist Hotel Association), as well as group partners, media, and friends from all walks of life, were present to witness the launch of the first project under Dongcheng's "Three Brands, Nine Cities" plan.
Related Services
As Dongcheng Group's annual service provider, Towin PR provided full event planning and execution services for this grand opening, including venue setup, process design, guest reception, and on-site management, ensuring the event proceeded smoothly.
Industry Insight
Yishang PLUS has pioneered a new happiness philosophy in the domestic hotel industry, creating a Nordic lifestyle space defined by "freedom, comfort, and joy." Through the HEJ Fika Nordic Living Gallery, a secure sleep system, Hygge Fitness gym, people-centric Nordic service, and various smart, scientific details, guests experience the happiness of travel, feeling that "happiness is not far away, it's right beside you." As Yishang PLUS opens in Beijing, Shanghai, Chongqing, Changsha, Wuxi, Nanning, and other cities, the Nordic Lifestyle Festival will become the brand's signature IP event, sparking a wave of "Nordic lifestyle" experiences.
Summary
The grand opening of Yishang PLUS Beijing Bird's Nest Store and Nordic Lifestyle Festival, fully planned and executed by Towin PR, successfully showcased the first project under Dongcheng International Group's "Three Brands, Nine Cities" plan. The event attracted numerous guests and conveyed a positive lifestyle philosophy through Nordic cuisine, creative markets, and other activities.