Hamsta World is helping to kickstart Shanghai’s nightlife after the COVID-19 pandemic, with Happy Ink partnering with the city for the brand to be the face of a new campaign.

Shanghai Night Fever was officially launched on June 6 by Mayor Gong Zheng and will run into July. The campaign sees the Hamsta characters encouraging people to once again enjoy the city’s restaurants, clubs, museums and shops as day to day life begins to return to normal for its 25 million inhabitants.

The timing also coincides with the brand’s launch into China via its Chinese partner, Licent.

“We hope da Hamstas bring fun and a smile to the community,” commented Toni Qiu, co-founder and partner of Licent. “This is a great campaign to get the people of Shanghai to once again enjoy themselves in the city’s nightlife.

“At the same time it’s the perfect introduction of the fun loving Hamstas to the people of China.”

Saskia Keiser, executive creative director and owner of Happy Ink, added: “I am very honored that the Shanghai officials chose a Dutch brand to represent them.