Gome’s recordable gift box enables shy children to tell their parents they love them at CNY

Chinese electronics retailer Gome has created a recordable gift box that enables people to tell their parents what they really feel about them during Chinese New Year.

“In the Chinese world, love towards parents is deep and rich, yet restrained. Adults express their love by visiting their parents or buying them gifts, but few will say “I love you”,” said Nicky Zhang, senior creative director at JWT Beijing, the agency behind the campaign.

The gift box idea has been captured in a three minute video, which is being distributed online.

“The older generation was not super expressive. You knew your parents loved you, but they never said it – and neither did you, growing up. But when we spoke with people of all ages, we found they wanted to express their love to their parents – and the older generation really ached to hear it,” he said.

Gome marketing centre director Luwen Li added: “This service really helps bring families closer, and we have already received an amazing response. Many people’s faces are covered with tears when they are recording. We’ve all been quite deeply moved.”


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