NFT Pop-Up at Dairy Queen in Chengdu
It seems that NFT fever has finally reached the Dairy Queen in Chengdu. The southwest Chinese outpost of the popular American frozen treat chain recently announced a pop-up collaboration with NFT brand Weirdo Ghost Gang.
From now until December 31, visitors to the Dairy Queen on Chunxi Road in Chengdu will experience a “ghost ski resort” while enjoying their favorite ice cream snacks. For six weeks, the location will host an ongoing “year-end ski party,” according to Weirdo Ghost Gang.
Limited-Edition Merchandise
The pop-up will also offer limited-edition co-branded merchandise, including a beanie and a canvas bag designed to enhance winter fashion and atmosphere, as per Dairy Queen China’s official Weibo account.
Ski Ghost Mixing Bowl
In addition, dessert enthusiasts at the Chengdu Dairy Queen and a second location in Shanghai will be able to try a limited-edition “ski ghost mixing bowl” — an ice cream sundae resembling a ski slope, featuring ice cream, crispy toppings, rich chocolate sauce, and classic ingredients.
NFTs as Intellectual Property
This collaboration reflects the growing interest in using NFTs as a new source of intellectual property (IP). Various companies, including Yuga Labs and Disney, have recently explored integrating NFT brands into their products. Many NFT brands are seeking to reduce their reliance on NFT sales revenue following the decline in trading volume last spring.
Hot Take: Embracing NFTs for Commercial Integration
As evidenced by this partnership between Dairy Queen and Weirdo Ghost Gang, businesses are increasingly looking to leverage NFTs beyond their traditional sales model. The collaboration not only showcases how NFTs can be integrated into physical retail experiences but also demonstrates the potential for NFTs to evolve into multifaceted brand partnerships. With this approach, companies can tap into the creativity and novelty of NFTs while offering unique experiences to their customers.
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