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doraemon is a blue robot cat from the 22nd century, with a four-dimensional pocket filled with all kinds of magical props from the future world. doraemon's healing smile and magical pocket that "grants every wish" have always given everyone unexpected surprises and warmed the childhood of countless viewers.

as the exclusive licensee of doraemon jewelry brands in mainland china, chao hongji has worked with doraemon for 14 years. the fundamental reason for maintaining long-term cooperation is the most sincere two-way running between the brand and the ip. starting from the image of doraemon, freshness, surprise, warmth, healing, and courage are the emotional temperature that the brand and doraemon want to convey together.

when observing the brand's "warm and healing" image of doraemon from the perspective of doraemon, the brand realizes that the connection with users is not only about delivering product value, but also about providing daily humanistic care with a healing heart. with doraemon, chao hongji extends ip linkage to the fulfillment of social responsibility - moistening things silently. chao hongji has been constantly practicing public welfare and has participated in public welfare activities for caring for autistic children for 12 consecutive years, making the power of the brand present and exploring the practice of brand responsibility.

(chao hongji and beijing xinmeng autism children's care center jointly held the "doraemon painting" event)

during doraemon's birthday month this year, chow tai fook has teamed up with beijing xinmeng autism care center (stars and rain education research institute) to launch the "dora dreamer" public welfare project, holding a number of charity sales in beijing to support families with autism. it has tailored "doraemon painting" for children from the stars, using doraemon's childlike image to create a carefree world of play, making doraemon the children's playmate and delivering warmth and healing to more families with autistic children.

(chao hongji jewelry was awarded the "caring enterprise" certificate by beijing xinmeng autism children's care center)

based on the sense of surprise and healing that little dora has brought to thousands of viewers, chao hongji also conveys healing and warmth in doraemon's product design. with the delicate brushstrokes of jewelry design, chao hongji has captured the subtle intersection of the spirit of the times and ip feelings. inspired by doraemon's lively and happy image, in the summer of 2024, chao hongji deeply understands and responds to people's inner desires under the pressure of modern life, and launches the "doraemon summer dessert theme" series of jewelry, which brings pleasant and relaxing moments to every user through a series of exquisite and sweet beaded designs.

focusing on the character of doraemon and integrating social emotional expression, chao hongji launches several doraemon jewelry series with different themes every year, constantly injecting new elements into the doraemon product family. with passion and sincerity as the driving force and the upgrading of product strength as the core, chao hongji deeply explores the points of convergence between ip, brand and current user emotions, making the doraemon jewelry series a symbol of fashion and an emotional bond between the brand and users.

in 2024, coinciding with the 90th anniversary of the birth of doraemon creator fujiko f. fujio, chao hongji and the trendy toy brand micron station will issue a limited edition of 2,024 "doraemon bell ornaments" to pay tribute to the founder of doraemon with collectible commemorative ornaments, which are loved by doraemon's loyal fans. "when the bell rings, a ton of gold" is chao hongji's insight into the current consumer psychology of "seeking wealth and fortune". through the well-loved image of doraemon, it is transformed into an intuitive embodiment of the value language that consumers can resonate with. from the user's perspective, emotional value is superimposed on functional value. the product is not only an ornament, but can also be disassembled as a beaded product, making doraemon's companionship scenes more diverse, extending its sense of companionship in the user's life, and deepening the connection between the brand and the user. ip is no longer just a cartoon image, but has become a "middleman" that connects brands and users, communicates stories, and conveys emotions.

(chao hongji x micron station: doraemon limited edition bell ornaments)

doraemon is the memory of a generation and also the carrier of the dreams of the next generation. chao hongji's ip joint cooperation is not a simple reproduction of the ip image, but to treat the ip as a living individual, put it into the user's perspective, and respond to user expectations. as of the first half of 2024, chao hongji's doraemon series jewelry has covered nearly 300 cities across the country, with product sales exceeding 1 million pieces and annual sales exceeding 100 million yuan. doraemon jewelry has frequently set off a craze in the chinese consumer market, with emotion as the connection, realizing the two-way rush of brand and ip.

in the future, chao hongji will continue to carry forward the "healing" core of doraemon, turn the brand ip co-branding into a communication bridge with different user groups, connect young consumer groups through cross-border cooperation with the same frequency resonance, expand the brand's emotional value matrix, and dual empowerment of innovation linkage and social responsibility. take on social responsibility with corporate power, open a corner of the door with design power and brand power, innovate endlessly, and continue to stimulate the cross-border expression of brand ip in fashion jewelry.