On May 29, the 20th China Creative Challenge · CHANDO Snow Mountain Guardians IP Design Special Competition concluded successfully at Oriental Beauty Valley · CHANDO Future Beauty City. Organized by the China Creative Challenge and National Digital Art & Design Competition Committee and hosted by Shanghai CHANDO Group Co., Ltd., the competition centered around CHANDO’s proprietary IP, Snow Mountain Guardians, and invited university students nationwide to participate in two creative tracks: GWP creative design for the mascot characters “Mei Lingling” and “Hanhan Mouse”, and creative planning for new reserve members of the IP family.
The China Creative Challenge and National Digital Art & Design Competition is an officially recognized academic competition included in the National Undergraduate Discipline Competition Analysis Report published by the China Association of Higher Education under the Ministry of Education. Renowned for its authority, academic value, broad participation, and extensive influence, the competition attracts institutions and students from across the country. Through this special collaboration, CHANDO created a platform that bridges individual creativity, university teaching practice, and brand IP development. Beyond providing valuable opportunities for emerging creative talent, the initiative infused fresh energy into the brand through the perspectives of a new generation of designers.
Gathering Youthful Creativity to Interpret the Beauty of the Himalayas
Over a four-month period, the competition attracted participation from more than 500 universities nationwide and received over 4,000 creative submissions.
Between March and April, CHANDO joined the organizing committee in conducting promotional roadshows at major universities across China. The team also visited leading art and design institutions, including the China Academy of Art, Lu Xun Academy of Fine Arts, and Sichuan Fine Arts Institute, hosting in-depth engagement sessions that combined competition briefings, product sampling, and recruitment presentations. These activities strengthened interaction between the brand and younger audiences while inspiring students' enthusiasm and creative exploration.
The final round was held from May 27 to 29 at CHANDO Future Beauty City in Shanghai's Oriental Beauty Valley. Thirty finalist teams shortlisted for First and Second Prize awards participated in an immersive brand experience, gaining firsthand insight into CHANDO's 25 years of scientific research achievements and craftsmanship heritage. The finalists then presented and defended their design proposals centered on the Snow Mountain Guardians IP. A judging panel composed of CHANDO's core brand team evaluated entries across dimensions including creative originality, brand relevance, and implementation feasibility before selecting the winning works. The convergence of youthful imagination with the cultural heritage and natural aesthetics of the Himalayas unleashed boundless creative possibilities.
Building Brand Identity Through Adorable Characters and Creating Exclusive Trend Icons
The Snow Mountain Guardians IP was born from CHANDO's connection to the Himalayas, serving both as a storytelling vehicle for the brand and as a vibrant symbol of contemporary culture. The inaugural characters, Mei Lingling and Hanhan Mouse, are inspired respectively by the Tibetan antelope, often referred to as the "boat of the plateau," and the beloved Himalayan marmot, a charismatic wildlife icon. Through their charming and approachable personas, the characters communicate CHANDO's mission of bringing the rare gifts of the Himalayan sanctuary to beauty seekers around the world, while symbolizing the continuation of ecological stewardship with every pursuit of beauty. With the launch of its proprietary IP, CHANDO officially entered a new chapter of mascot-driven brand engagement. Through diverse touchpoints—including digital stickers, seasonal social content, celebrity collaborations, and limited-edition merchandise—the brand connects with younger consumers in ways that align with their emotional needs and social habits, making its values tangible, relatable, and shareable.
This competition was more than a large-scale professional design contest. It also reflected CHANDO's long-term thinking around brand rejuvenation. Rather than chasing short-lived trends, CHANDO draws upon 25 years of craftsmanship and heritage, using youth co-creation as a bridge to connect the unique culture of the Himalayas with contemporary aesthetics and creative expression.
Rooted in the Himalayas, Continuing to Tell the Story of the Brand's Origins
The creation and ongoing evolution of the Snow Mountain Guardians IP represents another chapter in CHANDO's enduring relationship with the Himalayas. The pristine natural energy of this sacred plateau—together with the remarkable vitality of its plants, animals, and microorganisms—continues to inspire CHANDO's pursuit of beauty and defines the brand's unique identity. CHANDO transforms the rare gifts of the Himalayas into high-value, high-performance products through advanced scientific innovation, while remaining committed to its sustainability philosophy of "Taking from Nature, Giving Back to Nature."
Through concrete actions, the brand continues to protect the Himalayan ecosystem and fulfill its social responsibilities. From the eight-year Planting for the Himalayas environmental initiative to the three-year CHANDO Chunlei Education Support Initiative, from the Nyingchi Peach Blossom Festival to the CHANDO Himalaya Extreme Trail Race and other cultural and tourism projects, CHANDO has consistently approached the Himalayas with respect, commitment to benefit-sharing, and a vision of harmonious coexistence between humanity and nature. Looking ahead, CHANDO will continue to develop and expand its proprietary IP portfolio, creating distinctive cultural symbols and emotional connections unique to the brand. By balancing the inheritance of craftsmanship with contemporary creativity, CHANDO will continue writing a warm, confident, and uniquely Chinese story of growth for the beauty industry.
