---
title: "Official Launch! Six Walnut Teams Up with G666 High-Speed Rail for the Smoothest Chinese New Year!"
description: "On January 13, Six Walnut partnered with G666 high-speed rail to launch a public welfare initiative, 'Ride G666, Drink Six Walnut, Have the Smoothest Chinese New Year.' The specially decorated train, named 'Six Walnut · Six Six Great Smooth,' featured festive decorations and onboard activities to help returning travelers feel the warmth of the holiday."
author: "Amy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-01-16"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/Tnn6HaHpwGSJDXkLjtYCIg"
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---

# Official Launch! Six Walnut Teams Up with G666 High-Speed Rail for the Smoothest Chinese New Year!

> On January 13, Six Walnut partnered with G666 high-speed rail to launch a public welfare initiative, 'Ride G666, Drink Six Walnut, Have the Smoothest Chinese New Year.' The specially decorated train, named 'Six Walnut · Six Six Great Smooth,' featured festive decorations and onboard activities to help returning travelers feel the warmth of the holiday.

**Lead: Bring Six Walnut along for a healthy Chinese New Year.**
On January 13, Six Walnut partnered with G666 high-speed rail to launch a public welfare initiative: "Ride the G666 high-speed rail, drink Six Walnut, and have the smoothest Chinese New Year."
It is reported that the G666 high-speed rail special train officially departed on January 13, named the "Six Walnut · Six Six Great Smooth" (Liu Liu Da Shun). On the day of departure, the train cars were decorated with window grilles, lanterns, and other elements, creating a strong and joyful Spring Festival atmosphere. In addition to the beautifully decorated train, Six Walnut also arranged hosts and staff to conduct interactive activities in the cars, such as free ticket giveaways, puzzle competitions, and fun lucky draws. These thoughtful efforts allowed every returning traveler to feel the warmth of the Spring Festival in advance, making it an unforgettable journey home.
From online to offline, targeting the Spring Festival travel season, what did Six Walnut do right in this 2023 Spring Festival campaign?
**Locking onto the Spring Festival Travel Scenario**
**Conveying New Year Blessings with G666**
The gift market contains a huge consumption scenario: the Spring Festival. For food and beverage brands, Spring Festival marketing is of utmost importance.
This year's Spring Festival is again an extraordinary one. Compared to previous years, this year marks the first Spring Festival after the implementation of "Class B management" (for COVID-19). "Going home for the New Year" has become the most eager expectation for travelers away from home in three years. Against this backdrop, Six Walnut, as usual, intensified its Spring Festival marketing for the 2023 homecoming.
As is well known, during the Spring Festival travel rush, travelers away from home endure immense mental stress: struggling to get tickets, difficulty returning home, and often experiencing "troubles on the way."
To address people's practical difficulties, Six Walnut not only conveyed its emotional blessing of "Go home for Spring Festival, Six Six Great Smooth" but also chose to provide caring support through action, partnering with G666 high-speed rail to create a special love train public welfare initiative, striving to help more people return home smoothly.
This time, Six Walnut focused its Spring Festival marketing on the travel scenario, closely integrating scenario, emotion, and culture to strike a chord with people.
During the travel rush, in response to people's urgent need to return home, Six Walnut provided corporate-level care and assistance—this is scenario awakening. Meanwhile, the online "Lucky Invitation" campaign, a story collection activity with netizens, was also running in parallel—this is emotional elevation. Finally, Six Walnut's warm blessing centered on the character "shun" (smooth) embodies people's New Year wishes—this is the inheritance of traditional Chinese "shun" culture.
**Partnering with Xinhua Net**
**Eliciting Emotional Resonance with Users**
On January 7, on the first day of the Spring Festival travel rush, Six Walnut launched the "Lucky Invitation" campaign under the theme #Go Home for Spring Festival, Six Walnut, Six Six Great Smooth# via platforms such as Xinhua Net, China.com.cn, and Weibo. Netizens who participated by sharing their homesickness stories, ticket-buying experiences, or connections with G666 had the chance to win the "free ticket home" lucky reward.
Chinese people have a strong sense of family. Every Spring Festival, the travel rush resembles a massive human migration; no matter how far or difficult, it cannot stop people from returning home. This year, the entire nation is facing the dual challenge of the pandemic and the Spring Festival. Six Walnut has taken the lead in shouldering corporate social responsibility, providing travelers with safety and smooth journeys. This profound insight into social needs and national sentiment will win everyone's support and trust.
A Weibo user shared in the topic: "In the more than three years of the pandemic, during those days of fighting the epidemic, I was always on edge, afraid of getting infected, afraid of my parents worrying. More than three years of absence is my debt to you. I miss home and you. Now that the pandemic restrictions are lifted, I can finally go home to be with you. Mom and Dad, I'm coming home. This winter won't be cold; I'll spend it with you. My ticket is booked—I'm taking G666, and I'll be there in a few hours. It's so convenient. I'll go back to the company in a few days to finish the year-end handover, then come home to you."
Another netizen said: "As a medical worker, I haven't been home for the Spring Festival in eight years. Every year during the holiday, I have shifts to cover. This year, with the special circumstances, I probably still can't go back, but I have no regrets. I just hope my family far away can understand."
The harder it is, the more one misses home and loved ones. This is not only Six Walnut's gesture to help people return home but also a call to remember one's roots in difficult times, to acknowledge the sacrifices of oneself and others, and to cherish health and reunion moments.
Six Walnut's online story collection activity, combined with the offline high-speed rail initiative, formed a "combination punch" that established a deep emotional connection with users. Furthermore, in content dissemination, it integrated the core idea of "shun" culture, deeply binding the brand with cultural symbols, completing a marketing loop from awareness to recognition to cognition.
**Inheriting "Shun Culture"**
**Deepening Recognition of "Cultural Symbols"**
In traditional Chinese culture, "peace and smoothness" (ping'an shunsui) expresses people's hopes and aspirations for a better life. Six Walnut's "shun culture" has also been a brand communication rhythm that runs through the year and transcends time.
As a national brand, Six Walnut has always used walnut milk products as a medium and creative blessings as content to convey the cultural power of "wisdom brings smoothness." At important times for Chinese people, such as the Spring Festival, the college entrance exam season, and the Mid-Autumn Festival, Six Walnut has conveyed "positive social energy" in various forms, expressing good wishes for "Six Six Great Smooth" and "wisdom opens a happy life."
Beyond activity-level themed events, at the product level, Six Walnut launched the "Jade Rabbit Auspicious, Six Six Great Smooth" New Year gift can this year, with festive red packaging to send New Year blessings: six different life scenarios conveying six blessings: "smooth learning, smooth work, smooth wealth, smooth family, smooth love, and smooth health."
From the Rat Year can to the Tiger Year can, and now to this year's Rabbit Year gift can, each year's New Year can has different creative expressions, but the core remains the brand's accumulation of "shun culture." Persistently binding the brand with the auspicious meaning of "Six Six Great Smooth" reflects Six Walnut's clear brand positioning and adherence to long-termism.
The inheritance of traditional Chinese culture will also help Six Walnut leverage "cultural symbols" to continuously empower the brand.
**Summary:**
Observing Six Walnut over the years, I find that few brands can persist in putting scenario marketing at the forefront of communication and implement it consistently for a decade. In the food and beverage industry, a rare advantage is when a brand can identify users' consumption scenarios; the larger and more numerous the scenarios, the more reasons consumers have to buy.
The author notes that Six Walnut focuses on the brain-use scenario and associates with the gift-giving scenario. The strong combination of these two scenarios can form a powerful network that runs through daily life and important moments. Combined with the inheritance and reinforcement of "shun culture"—a blessing that also runs through life—the brand image becomes deeply rooted and irreplaceable.
Behind this is Six Walnut's clear and long-term systematic planning of user insights, brand philosophy, cultural symbols, and corporate vision. A successful enterprise cannot do without these, and this is also the winning way for Six Walnut to maintain brand vitality and continue to develop while navigating changing times and environmental challenges.


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