Airbnb recently launched a campaign in China that gives its clients the chance to get hands-on experience in culturally significant crafts alongside actual masters of the forms.
The brand collaborated with four local governments to help connect skilled artisans with "a new generation of apprentices" through Airbnb's Experiences platform. The project identified and invited more than 40 "last generation masters" from across China to offer hands-on training to millennial travellers.
The campaign kicked off with a documentary by filmmakers Henry & Song, which we see young people trying their hand at artforms such as dragon dancing, making shumai and paper craft. In addition, the brand collaborated with UCCA, a contemporary art institution, to host a “Lost & Found” exhibition in Beijing’s art district.
Ad Nut is suddenly ravenous for some good shumai.
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