INTERVIEW
23 Jun 2025
Max Lee Unpacks 618 E-Commerce Wins in Campaign Asia Feature on LaoPu Gold
DJM Consulting is proud to share the contribution of Max Lee in Campaign Asia’s latest deep dive, “How a Chinese Gold Brand is Glittering from the 618 Shopping Spree.”
Max shared insights into LaoPu Gold (老铺黄金), a traditional Chinese gold brand that has successfully captured the attention of Gen Z consumers through e-commerce-first strategies. In the piece, he explains how LaoPu Gold uses platform-specific creative, cultural symbolism, and AI-powered targeting to modernize heritage appeal for younger audiences.
“LaoPu Gold’s success during 618 stems from its ability to tap into China’s digital culture — especially among Gen Z buyers seeking traditional values with a modern twist,” said Max. “Its collaboration with Douyin and content creators shows how cultural legacy can translate into high-performance commerce when executed with relevance and agility.”
Max’s commentary reflects DJM Consulting’s commitment to helping global and local brands decode China’s evolving consumer landscape, and translate that intelligence into business growth.