Christmas is one of the most important retail moments — a time when shoppers are actively seeking gifts, bundles, and festive add-ons. Bee Cheng Hiang needed a premium, emotionally appealing gift with purchase to increase basket size during peak gifting season, and create buzzworthy moments that extend beyond the stores.
With licensed character merchandise becoming a proven retail driver (according to the Korea Creative Content Agency (KOCCA) “2021 Character User Survey,” 62.4% of consumers stated that the presence of a character influences their purchasing decision), Bee Cheng Hiang saw an opportunity to leverage a beloved IP — Miffy.
DTC World supported Bee Cheng Hiang in bringing their Miffy Christmas GWP merchandise to life — producing high-quality, character-accurate items that met all licensing requirements. Leveraging our agile APAC sourcing network, we ensured strict compliance, reliable quality control, and on-time delivery for this festive campaign.
4 source: Bee Cheng Hiang
The festive GWP lineup featured a series of four surprise Miffy foldable bags, each packed in a blind bag to heighten excitement and collectability. For higher-tier shoppers, two premium foldable duffle bags were offered, providing a practical, gift-ready option perfect for festive travel and everyday use.
Character influence drives purchase behaviour
There is higher purchase motivation as Miffy provided a strong emotional hook.
Collectability encouraged higher spend
Shoppers sought to complete all four blind-bag designs, increasing transaction value and repeat visits.
Festive relevance added perceived value
Cute, functional bags made perfect add-ons for Christmas gifting — enhancing both shopper satisfaction and brand affinity.
Social-friendly designs amplified buzz
Miffy’s universal appeal naturally encouraged sharing and unboxing moments online.
source: Bee Cheng Hiang SG Instagram
The campaign generated strong enthusiasm, with shoppers expressing excitement over the Miffy bags. The merchandise successfully elevated the seasonal gifting experience for Bee Cheng Hiang customers.
DTC World supports brands in transforming ideas into high-quality, licensing-compliant merchandise. From sourcing and production to packaging and quality control, we help marketers create memorable and effective GWP campaigns — delivered reliably, even within tight timelines.
Not Just Merch — We Make Characters Come Alive.
Contact DTC World today to design your next standout campaign.
