In a bid to embrace, celebrate and expand multiculturalism, World Square is celebrating the most romantic festival on the Chinese calendar with a giant balloon heart installation in commemoration of Chinese’s Valentine’s Day, also known as the Qixi Festival. 

During the DINE SHOP LOVE AT WORLD SQUARE campaign, customers will be able to snap photos of the installation and learn more about the traditional Qixi Festival.

The campaign goes beyond romantic love, and encourages the celebration of the love shared between friends, family, colleagues and pets. Lucky participants will also have the chance to win and splash out with a World Square voucher.

World Square has collaborated with Polaris Media Group who are well-versed in innovating Australia’s media landscape, helping to continue to engage more of the community that resides within the shopping centre’s multicultural catchment.

Rosemary Antonios, General Manager, said “When it comes to speaking with the community, utilisation of Chinese platforms such as WeChat and Little Red Book have consistently proven to be key drivers of Australian Chinese consumer engagement for us. World Square retailers have featured in an array of social media posting, which is bound to encourage substantial foot traffic into the centre as we celebrate Qixi Festival with them”

From 29th July to 4th August, the big red love heart will be on display at World Square on the ground level for customers to upload their interaction on World Square’s digital platforms and using the hashtag #lovewsq for a chance to win retailer prizes.