Dairy Queen opens NFT pop-up store in China

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

According to a press release seen by Cointelegraph, the “Ice and Snow Season” themed pop-up store is scheduled to run from Nov. 15 to Dec. 31 and will feature a variety of co-branded merchandise, such as a Dairy Queen-WGG themed ice cream. In addition, WGG NFT holders will receive exclusive perks as part of the joint venture. The project has a large following among users in the Asia-Pacific region.

“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,” the release states. The WGG collection features 5,555 “Lil Ghosts” NFTs created by Hong Kong Web3 holding company ManesLab in 2021. The collection has surpassed 21,510 Ether (ETH) ($43.5 million) in trading volume since inception. Its current floor price is 0.485 ETH ($995.2).

In August, WGG launched the “City Party Map – Shanghai Station” event with local food retailer Jiujiu Duck Neck to offer discounts for NFT holders at more than 200 of its retail stores. Last month, the project announced the “Ghost Season” event at Beijing’s affluent shopping hub The Box, displaying its NFT art on 3D screens for shoppers. 

Amid a severe crypto winter, many NFT projects have turned to partnerships with Web2 or even traditional brick-and-mortar firms for marketing collaboration. In March, the Wassies by Wassies NFT Collection opened a namesake pop-up hotel in Singapore. The hotel ran until September and offered Wassie-themed rooms for around $100 per night. 

Related: China declares stealing digital collections like NFTs liable for criminal theft sentence