Huawei Qiankun Partners With Xiaohongshu for National Day Road Trip Campaign

Ahead of China's annual National Day travel surge, Huawei Qiankun — the company's intelligent driving branding — has partnered with social media platform Xiaohongshu (Little Red Book) to launch a cross-industry road trip campaign aimed at connecting smart driving technology with real-world self-driving scenarios.

The collaboration centres on a "Qiankun Smart Driving Road Book," published jointly on Xiaohongshu, which recommends six popular self-driving routes for the holiday period. To anchor the experience, five oversized art installations shaped like giant train tickets have been installed at high-traffic scenic spots spanning east, west, south, north, and central China.

The conceptual core draws on a shared cultural memory: the train ticket as a symbol of departure, reunion, and the anticipation of distant places. Huawei Qiankun has turned that sentiment into physical installations, positioning them as visual landmarks that invite travellers to stop, photograph, and engage with the brand mid-journey.

Each installation sits at a destination known for heavy holiday footfall and strong social-media appeal:

• East — Daqingshan Scenic Area in Zhoushan, where visitors can watch sunsets over cliffside coastline
• West — the Tarim Populus forest, where autumn turns the landscape into a golden sea
• South — Sanya Bay, offering open ocean views
• North — Chagan Lake wetland, a prime birdwatching destination
• Central — Enshi Grand Canyon, famed for its karst formations

By placing the installations at these locations, Huawei Qiankun transforms each stop into a branded checkpoint along the route, stitching the smart driving narrative into the broader National Day travel story.

The campaign marks another example of how Chinese EV and smart-driving brands are reaching consumers beyond traditional automotive channels — embedding themselves in lifestyle, tourism, and social-media touchpoints where potential buyers already spend time.