The 9th China Golden Light Awards were announced on March 29 at the 2026 China Commerce, Culture, Tourism, and Sports Innovation Festival in Shanghai. SM City Tianjin won the Award for Atmosphere Marketing for its "Passion New Nature Life Xmas Season" campaign.

With "Passion" as its core spirit, SM City Tianjin transformed its Water Ring atrium into a 200-sqm dreamy forest Christmas wonderland, blending greenery, velvet, and crystal for a breathtaking forest aesthetic. In collaboration with Taida CC PARK tropical botanical garden, it showcased a limited-edition artistic Christmas tree.

The campaign featured authentic Finnish Santa Claus blessings, a North Pole Pop-up store, and events targeting Gen Z, including domestic otome games, anime, and mall anniversary celebrations. These efforts turned the mall into a lively social hub filled with social buzz and emotional connections for young adults, demonstrating the power of "content + scene"-driven atmosphere marketing.

During the campaign period, media exposure surpassed 13.01 million impressions, boosting foot traffic by 30.13% year-on-year.

China Golden Light Awards

Initiated by China Displays in 2018, the China Golden Light Awards (CGLA) promotes aesthetic innovation in China's cultural, commercial, tourism, and sports sectors.