Towel Percussion
Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism, China
TBWA\Group China
The Challenge
The younger generation often sees Yangzhou—an ancient city rich in tradition—as disconnected from their modern lives, with cultural practices like bathhouse rituals perceived as outdated. One such tradition is Qiao Bei, a signature bathhouse massage technique that many young people view as irrelevant or old-fashioned.
The challenge for the campaign was to reintroduce this heritage in a way that felt immersive, artistic, and aligned with contemporary lifestyles.
The Solution
To reintroduce Qiao Bei—a traditional Yangzhou back massage—to a new generation, the team leveraged the media formats young audiences love: product design, music, and digital storytelling. They transformed the humble bath towel into a percussion instrument, showcasing the rhythmic beauty and skillful artistry of Qiao Bei in a way that felt both modern and culturally resonant.
Breaking convention, the team created the world’s first towel percussion experience. They designed four visually striking towels using music visualization, each representing a unique Qiao Bei rhythm. These rhythms were recorded and remixed into vibrant musical tracks, with each composition named to reflect its cultural meaning—deepening the connection to Yangzhou’s heritage.
An NFC chip embedded in the towel packaging allowed users to access the music and learn the rhythms at home, turning the experience into an interactive journey of cultural discovery. By making Qiao Bei both shareable and immersive, the campaign reframed bathhouse culture as not just relevant—but exciting, inspiring renewed curiosity and pride among younger audiences.
Watch the Case Study
Watch the Campaign Film
Watch the Music Video
The Results
Since its launch, the immersive Qiao Bei experience has received enthusiastic feedback from people in Yangzhou and across China, who have discovered the rich stories behind this traditional practice—and realized just how cool it can be. The content generated high engagement on social media, transforming perceptions of Yangzhou’s bathhouse culture and sparking renewed interest in the city’s cultural heritage.
The campaign also instilled a sense of pride among practitioners nationwide, while locals expressed deepened appreciation for their hometown and traditions.
This innovative approach allowed the Yangzhou Culture and Tourism Bureau to stand out in a competitive market. Rather than creating a fleeting moment, the combination of the Qiao Bei experience, the towel, and the accompanying music became a valuable long-term asset—ensuring that the timeless beauty of Yangzhou resonates with a new generation for years to come.
