Why Moynat's 520 Campaign Is Going Viral In China

Forbes

20-05-2025

Moynat's campaign for this year's 520 festival featuring photogenic dogs owned by Chinese idol Tan Jianci.
Moynat's campaign for this year's 520 festival in China is certainly a case of the tail wagging the dog. The Parisian trunk maker has unveiled a collection of pet accessories for the country's I Love You Day, which falls on May 20, and the campaign featuring lovable dogs is going viral.
It may look like a series full of cute images, but the leather goods house took it very seriously. According to a brand spokesperson, it took the same rigor it would for any high-profile campaign, even though this only featured pets—albeit with a very famous owner.
'We followed all the same principles as we would with any campaign, such as insisting on a well-known photographer,' they explained on a call. He is Julian Song, a photographer and artist whose work has been featured in respected titles such as T Magazine, L'Officiel, Modern Weekly, and V China.
Secondly, the dogs were treated like 'superstars' during the shoot. The LVMH-owned company said it took the 'exact same level of care' with the scenography and visuals for the China-first launch as it does with every campaign it produces (more editions and pets, to follow). 'I think this sincerity is the reason why it's being so well received,' they continued.
That and the two furry leads.
Collectively known as DAI ball ball, the dogs are owned by Chinese celebrity, actor, and singer Tan Jianci. The 34-year-old idol is a massive draw at home. An actor since 2007, he made his musical debut in the C-pop band M.I.C. in 2010. He was catapulted to superstardom in the 2022 iQiyi and Tencent drama Under the Skin. No stranger to fashion, Tan acted as a face for Prada and in February was made the spokesperson for another LVMH house Fendi, appearing in its men's Spring Summer '25 campaign (shot by local photographer Oliver June).
Arriving in the China market relatively late —2015 —Moynat currently has 8 standalone boutiques in the country. While the company declined to share turnover or revenue, it is gaining online traction for the playful series that channels the tongue-in-cheek spirit of Juergen Teller's shoot for Marc Jacobs in 2008 which ultimately repositioned Victoria Beckham in the fashion industry.
Moynat's signature M canvas unveils a collection of pet accessories, where craftsmanship meets thoughtful functionality & companionship.
And it's not only Song's striking imagery that is resonating. In recent years, pets have become important members of Chinese households, according to Shelly Yan, the founder of Closet Showroom. This phase has come in tandem with an improvement in living standards and the increase in emotional needs—especially during and after the pandemic. A 2025 China Pet Industry White Paper released by the platform PetData, found that China's pet industry is proving resilient. The urban consumption for pet dogs and cats surpassed $41 billion, up 7.5% year-on-year. It cited an increasingly young demographic as one of the drivers for this growth.
Given this, it's natural to wrap in a variety of verticals, including China's high fashion scene. Shanghai-based brand Jacques Wei launched a pet line in 2023 with Vitale Barberis Canonico—one of the world's oldest woolen mills. Another independent designer, Je Cai, debuted an urban pet collaboration with the local producer PIP; this saw dogs take to Shanghai Fashion Week's runway during Spring Summer '25. 'Now, pet owners are willing to purchase high-quality products and services for their pets to show their affection. Moynat's pet-themed campaign is precisely aimed at meeting this emotional need,' Yan continued.
China commentators agree that the country's declining birth rate also indicates that many young Chinese are 'opting for pets' instead of starting families. This is opening up a substantial luxury opportunity. But, brands need to be careful, Vicky Jin, marketing operations manager at retailer SND, advised. 'In today's media environment, where nothing is context-free, even something cute can spark ethical discussion if viewed through a critical lens' she said.
Moynat's tone, on the other hand, manages to combine being 'respectful' with artistic merit. 'This is down to a clever balance of luxury and emotion,' she pointed out, noting the 'care and sincerity' taken by the brand in its portrayal of the dogs as part of a luxury lifestyle.
In a crowded 520 festival which has previously drawn on the bonds between pets and their owners, Moynat's effort has landed well. 'In a world often drawn to cool and abstract visuals, this warm and playful approach stands out. As universally loved symbols, dogs bring instant charm and, of course, shareability,' Jin added.
The first-ever pet accessories in the M Collection featuring collars, leashes, and charms and a 'Hobo' shoulder bag which are now available in all Moynat boutiques worldwide.
Collectively known as DAI ball ball, the dogs in the Moynat campaign are owned by Chinese celebrity Tan Jianci.