Nan Xiang Soup Dumpling

Industry F&B

2025 - 2026

My Role
Creative Direction
Project Management
Creative Management
Social Account Management
Campaign & Paid-Ad Strategy

Platform
RedNote

As both project manager and creative manager for Nan Xiang Soup Dumpling's RedNote presence, I led the account's creative direction and content strategy: from brand research, scriptwriting, content tonality to post-production quality control.

Beyond the creative process, I managed the campaign & paid advertising strategy, day-to-day account management, and client communication. I also coordinated cross-team coordination to ensure content consistency and production quality across every stage, delivering work that stayed true to the brand's identity.

Increased Profile Visits
215.70%

Increased Website Clicks
452.83%

Locations
8

Content Redirection

The core of this content redirection was finding the balance between the brand's traditional warmth and RedNote platform's youthful energy. Rooted in Nan Xiang's identity as a brand values heritage and craftmanship, the content strategy was built around young families and younger diners.The content is designed to be grounded in real stories and everyday moments, staying true to the warmth and authenticity Nan Xiang is known for.

Visit Nan Xiang Soup Dumpling’s Re dNote

Hazel Xinyi He