Dairy Queen opens NFT pop-up store in China

Dairy Queen is collaborating with Weirdo Ghost Gang (WGG), a local nonfungible token project, to open a pop-up NFT store in Chengdu, China.

According to a press release obtained by Cointelegraph, the “Ice and Snow Season” themed pop-up store will be open from November 15 to December 31 and will contain a variety of co-branded items, including a Dairy Queen-WGG themed ice cream. Furthermore, as part of the joint venture, WGG NFT holders will receive exclusive benefits. The project has a big user base in the Asia-Pacific region.

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“Beyond merely showcasing Dairy Queen’s ongoing efforts in new media digital marketing, this collaboration also serves to offer consumers a more nuanced understanding of the NFT art IP, WGG, resulting in enhanced experiences and connections,” according to the press statement. 

In 2021, Hong Kong Web3 holding company ManesLab manufactured 5,555 “Lil Ghosts” NFTs for the WGG collection. Since its start, the collection’s trade volume has topped 21,510 Ether ($43.5 million). It now has a floor price of 0.485 ETH ($995.2).

WGG launched the “City Party Map – Shanghai Station” event in September in collaboration with local food retailer Jiujiu Duck Neck to give discounts to NFT holders at more than 500 of its retail locations. The initiative launched the “Ghost Season” event last month at Beijing’s upscale retail area The Box, where it will display its NFT art on 3D displays for shoppers. 

In the midst of a severe crypto winter, many NFT ventures have turned to marketing collaboration with Web2 or even traditional brick-and-mortar enterprises. Wassies by Wassies NFT Collection opened a namesake pop-up hotel in Singapore in March. The hotel was open until September and charged roughly $100 per night for Wassie-themed accommodations.