From the 18th of January to the 25th of January, LNER had the exciting opportunity to collaborate with CineAsia, a leading independent UK film distributor, to launch a special film ticket giveaway campaign for Detective Chinatown 1900. This campaign was designed to celebrate the simultaneous release of the film in both China and the UK on January 29, bringing an exciting cinematic experience to audiences on both sides of the world.

As the fourth instalment in China’s widely beloved Detective Chinatown series, the film generated massive buzz, quickly becoming a box office sensation. Within its first week, it grossed a high £2.2 billion (RMB 20 billion) in China, reaffirming the franchise’s immense popularity. The UK release of Detective Chinatown 1900 provided a unique opportunity to engage with Chinese-speaking audiences in the UK while also attracting a broader fanbase of Chinese cinema enthusiasts.

Our collaboration with CineAsia proved to be a successful venture in reaching this audience. The campaign’s social media post attracted 3,492 views and 74 engagements, with an impressive 134 users participating in the film ticket giveaway. These figures highlight the growing interest in international cinema within the UK and the effectiveness of digital engagement in fostering community connections.

Beyond the numbers, this partnership was a significant step towards strengthening LNER’s relationship with cultural events that resonate with diverse communities. By supporting and promoting Chinese cinema, we reinforced LNER’s presence as a brand that values cultural diversity, shared experiences, and meaningful connections with our customers.

We are thrilled to have been part of this exciting collaboration and look forward to more opportunities to engage with audiences through cultural initiatives in the future.

Ready to grow your brand in China? At Guanxi, we collaborate with a diverse range of brands, destinations, attractions and accommodation providers across the UK, Europe and North America. We’ve helped many businesses raise their profile and attract Chinese visitors and we’d love to do the same for you. Whether you’re looking to expand your reach in China or need expert advice on navigating the Chinese market, our team is here to help. For more information, email us at [email protected] or visit our ‘Contact‘ page.