CHINESE NEW YEAR FOR BLUE DRAGON
WHO IS BLUE DRAGON?
Blue Dragon was founded in the 1970s with a clear and ambitious purpose. The team saw that British shoppers struggled to recreate authentic Asian flavours at home. Rather than compromise, they travelled across the Far East, from Beijing to Bangkok, to source genuine ingredients and inspiration.
That journey shaped the brand’s identity and long-term direction. Blue Dragon built its reputation on bringing bold, exciting flavours to UK kitchens. Today, the company remains committed to this culinary adventure.
Stage One: The Brief
i2i Marketing approached us to deliver live entertainment for the Chinese New Year for Blue Dragon in partnership with Morrisons supermarkets. For over 25 years, i2i Marketing has designed carefully choreographed shopper experiences that build brand awareness and encourage long-term loyalty. Their client, Blue Dragon, wanted to celebrate Chinese New Year 2026 while also promoting their new product range.
To meet that ambition, we proposed our magnificent 7m LED Chinese dragon. The spectacle offered a striking centrepiece that captured attention instantly and created an atmosphere that aligned perfectly with the Lunar New Year celebrations.
Stage Two: The Supermarkets
Celebrating Chinese New Year for Blue Dragon required seven Morrisons locations in five days, creating a fast-paced and demanding schedule. The activation toured a varied mix of high-footfall Morrisons stores across England including London, Sheffield, Birmingham, Leicester, and Bradford.
The London Queensbury store sits in a busy residential area of NW9, serving a diverse community with strong weekend trade and convenient on-site parking. The London Acton store benefits from a vibrant high street location with steady daily footfall and excellent public transport links. Meanwhile, the London Peckham store attracts a younger demographic and heavy passing traffic thanks to its central position near Peckham Rye station.
Beyond the capital, Sheffield Hillsborough store operates from a large format site with extensive parking and strong family trade. Leicester Freemans Park, located near the city centre and major road links, draws consistent shoppers from surrounding retail outlets and leisure facilities. The Birmingham Small Heath store serves a densely populated area and experiences particularly high peak-time traffic.
The tour concluded at Morrisons Head Office in Bradford, a modern corporate site that provided a different setting while still generating strong internal engagement from staff and stakeholders.
Stage Three: The Logistics
Each supermarket presented its own logistical considerations, such as loading in, which occasional meant the dragon had to take the travelator – not something you would usually expect to see while doing your weekly shop in Morrisons.
Challenged with celebrating Chinese New Year for Blue Dragon inside stores meant that retail space was limited, so positioning required careful planning. High visibility remained essential, yet the performance could not obstruct aisles or disrupt shoppers. Peak trading hours brought heavy footfall, which meant performers needed to move fluidly through the store while maintaining safety and impact.
Stage Four: The Products
Alongside posing for photos and greeting families, our Chinese dragon team actively supported the in-store promotion. Performers carefully steered the 7m dragon between shopping trollies and along busy aisles. They guided the spectacle towards the Blue Dragon product stands, drawing attention without interrupting shoppers.
Once positioned at the displays, the team paused to capture promotional photographs with the branding clearly visible. Large signage advertising the ‘Win A Fortune’ Lunar New Year £1,000 cash prize competition featured prominently in these moments. This careful integration of performance and product created a natural link between entertainment and retail, strengthening brand visibility while keeping the experience fun and immersive.
Stage Five: In Store Engagement
Shoppers across the UK responded with enthusiasm and curiosity. Families stopped to watch the dragon weave through the aisles. Many visitors took photos and selfies, creating organic social media exposure for the brand.
Store teams reported strong engagement around the promotional areas throughout the activation. Customers not only experienced a rare cultural spectacle, but also learned more about the Lunar New Year and Blue Dragon’s expanding product range. The combination of education, celebration, and visual impact delivered a memorable in-store experience.
“We have had some brilliant feedback from all of the colleagues and we could not hold events like this without you and Your kindness. Thanks again and look forward to working with you all in the future.”
– ELLIE PORTEUS
Wm Morrison Supermarkets Limited, Commercial & Supply Chain
All in all our team had a great time celebrating Chinese New Year for Blue Dragon and it’s safe to say our Chinese dragon made a huge impact at the Morrison’s stores on behalf of i2i Marketing. If you are interested in hiring a Chinese Dragon, Chinese Lions, or a Chinese New Year Parade at your event you can find out more information by clicking the links above.
Alternatively if you have your own ideas in mind and would like to discuss a custom package created just for you – feel free to drop us a message using the form on our Contact page.