A traveling pop-up slice of Beijing life and delicious 京A beer

The xiaomaibu (小卖部) is the social hub of communities across China and synonymous with the Beijing hutong lifestyle. It’s a concept that plays into nostalgia and social connection, and creates a canvas for Jing-A to make a distinct brand statement as it tours the country. Taste Collective developed this nation-wide experiential campaign for Jing-A and Carlsberg, that showcased their Beijing roots and served fresh beer at art festivals and lifestyle precincts across China.