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BACKGROUND:

On May 20th, a significant love-expressing day in Chinese culture.

520 meaning 我爱你! I LOVE U!
LOVE HUGS LOLLIPOP was introduced to convey affection uniquely.

It's a double ball lollipop, hugging each other.

 

IDEA:

"520 Reinvented!" breaks the mold by transforming expressions of love within the gaming world.
This pushes beyond traditional boundaries, challenging the norms of flowers and chocolates.
This allows unconventional ways to say "520," offering a fresh, interactive approach to expressing affection.

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RESULT:
In just one day, May 20th.
Over 5.46 million people visited LOVE HUGS LOLLIPOP WORLD.

200 million love were expressed through the game.