In July 2021, mideer joined forces with Tmall's new brand, Treasure, to launch an art event that unleashes children's imagination. Through a series of online TVCs, topics, and other linkages, the event achieved over 270 million brand exposures, with 25 million+ brand exposures outside the site and over 2 million views. The event also engaged over 100,000 people. Within Tmall, the event brought in 12 million+ new AI users and generated a total of 5.4 million+ in sales. During the event, the hashtags #Life Is More Fun With An Imaginative Mind and #Life Is More Fun With Imagination both went viral, with a total of over 300 million readings, generating significant attention.