In September 2025, circular service platform Dangdang Yixia teamed up with Japanese illustration IP "Vegetable Fairy Family" to launch the "Autumn Wind Sweeps Old Clothes" seasonal recycling campaign, using IP merchandise to incentivize users to participate in old clothing recycling—a concrete case of brand crossover collaboration in the old clothing recycling sector.

According to platform information, the campaign was conducted entirely online: users book a door-to-door pickup through Dangdang Yixia's recycling portal, and upon completing an old clothing recycling order with a system-weighed total of 13 kilograms, they become eligible to receive a Cabbage Dog co-branded travel storage bag. Users need not visit a physical store or booth—they simply wait for the courier to collect the clothes at their door, and the reward unlocks automatically once the weight threshold is met.

Vegetable Fairy was created by Japanese illustrator Pongee, with "Cabbage Dog" being its signature character, which enjoys a certain level of recognition among younger demographics. Dangdang Yixia positions itself as a circular service platform that helps households free up space. This time, it combined a healing-style IP with idle clothing disposal, targeting the seasonal demand for autumn household wardrobe organization, hoping to attract younger users to participate in recycling.

From the campaign design perspective, aesthetically appealing IP merchandise replaced a purely environmental appeal, lowering the psychological barrier for users to deal with idle clothing and boosting order intent. The platform stated that some users spontaneously shared their results on social media after completing recycling, creating a viral effect.

The highlight of this case lies in how IP collaboration provides recycling platforms with a channel to reach younger circles, transforming the practical need to "clean out the closet" into an experience with emotional added value. For the old clothing recycling industry, such crossover collaborations may offer a replicable partnership approach for recycling portal operations and environmental cooperation scenarios such as events—allowing the concept of circular economy to take root among broader populations through cultural and creative entry points.

Source: Dangdang Yixia Joins Hands with Vegetable Fairy IP to Explore New Paths for Old Clothing Recycling Brand Collaboration · Originally published 2025-09-22