Miraculous Unveils Its First Triple-Format Immersive Booth at CICAF 2026, Concludes a Resounding Success
- BAHC
- 3 days ago
- 4 min read
Updated: 2 days ago
From 15 to 19 June 2026, the 22nd China International Cartoon & Animation Festival (CICAF) was held at the White Horse Lake International Convention and Exhibition Centre in Hangzhou. As one of the flagship international IP highlights of this year‘s festival, Miraculous: Tales of Ladybug & Cat Noir presented an immersive triple-format offline experience in China, integrating themed exhibition, on-site fan interaction and an official pop‑up merchandise store.
The entire pavilion was fully conceived and executed by BAHC Advisory under official licensing from Miraculous Corp, with strong support from Guansheng Culture, one of CICAF’s official organisers.
BAHC Advisory previously delivered the Miraculous 10th‑anniversary showcase at the 19th Hangzhou Cultural & Creative Industry Expo (HCIE) in 2025. This year’s CICAF booth marks the first full integration of exhibition, fan experience and retail sales for the IP at a major Chinese animation expo, representing a comprehensive upgrade to the brand’s local offline engagement framework.
Senior Global Executive Participates in Official CICAF Programmes
On the morning of 17 June, the opening ceremony of the 22nd CICAF kicked off at White Horse Lake Convention and Exhibition Centre. Rosalind Nowicki, Global Head of Consumer Products at Miraculous Corp, attended as a distinguished international guest.
In the afternoon, accompanied by BAHC Advisory and Guansheng Culture, Rosalind Nowicki visited NetEase Group for industry exchanges. The NetEase extended a warm welcome, and both sides shared insights into their respective business operations and current projects, with a mutual willingness to explore brand-aligned collaboration in the future.
That evening, Rosalind Nowicki attended the Golden Monkey King Awards ceremony of the 22nd CICAF as an invited final-round judge and presented the Promising Animated Short Film Award to winners. This year’s competition welcomed original animated submissions from worldwide, collecting over 1,000 entries across 20 countries and regions. In total, 82 works moved forward to the final round, and 36 pieces were awarded in the end.
Following the ceremony, Rosalind Nowicki conducted on-site interviews with multiple media outlets including Yangshipin (the 5G new media platform of China Media Group) and Hangzhou Television (HTV), discussing her experience serving on the jury and sharing her perspectives on Miraculous IP development in China.
Miraculous Booth & Exclusive Theme Day (18 June)
Miraculous occupied Booth A1‑9 throughout the festival, with BAHC Advisory taking charge of full-cycle work including spatial design, booth construction and daily on-site operation.
The booth featured a black-white-pink colour palette, blending the mysterious nightscape vibe of Paris with the sweet yet edgy tone of the series‘ teenage heroine. Multiple immersive photo zones allowed visitors to step into classic animation scenes and take snapshots alongside beloved Miraculous characters.
A wide range of CICAF-exclusive merchandise was available on site, covering more than ten categories: enamel badges, canvas tote bags, decorative stickers, washi tape, ID card holders, fridge magnets, cleaning cloths, notebooks, coin purses and postcards.
Authorised by Miraculous Corp, BAHC Advisory launched China’s first official Miraculous commemorative pop-up merchandise store within the booth.
The exclusive Miraculous IP Theme Day was held on 18 June. In the morning, Rosalind Nowicki joined the BAHC Advisory team for a ribbon-cutting ceremony, followed by a limited-capacity autograph session where fans enjoyed in-person interactions.
The afternoon featured a Coser Hero Challenge stage performance and a grand on-site lucky draw, drawing enthusiastic participation from crowds of fans.
Stamp-collection redemption campaigns and consumption-linked lucky draws ran parallel throughout the five days, forming a complete offline conversion loop of “experience – interact – purchase”.
The booth also officially announced that Season 6 of Miraculous is scheduled to premiere within 2026.
Strong On-site Reception & Operational Highlights
The Miraculous booth drew steady large crowds across all five exhibition days, with numerous fans travelling from all over the country specifically for the event. Festival-exclusive merchandise achieved outstanding market reception, with multiple best-selling items sold out mid-show.
Stamp-collection quests and motion-sensing interactive gameplay operated daily; visitors who completed all interactive tasks could claim a limited-edition collectible stamp.
On the final day, the booth was surrounded by families and young children gathering to watch animated clips, fully demonstrating the IP’s cross-age appeal to audiences of all generations.
Several cosplayers voluntarily offered on-site assistance, introducing and recommending merchandise to visitors. Their shift from audience participants to volunteer supporters vividly reflects the strong emotional bond built via the booth’s interactive design.
Overview of the 22nd China International Cartoon & Animation Festival
This year’s CICAF welcomed exhibitors and representatives from 33 countries and regions, including the United States, France, the United Kingdom, Singapore and Russia.
Launched in 2005, the festival has run for 22 consecutive editions. To date, it has attracted over 23,600 exhibitor institutions from more than 80 countries and regions, accumulated more than 19.56 million on-site visits, and recorded intended transaction volume of over RMB 166.4 billion. It ranks as China’s largest, best-attended and most influential professional animation industry expo.
The end-to-end execution of this integrated Miraculous booth by BAHC Advisory delivers a replicable operational template for international IPs aiming to build sustainable offline footprints in China. It also creates brand-new long-term channels for global IP owners to deepen emotional connections with Chinese fan communities.
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