"Klein’s Gift" Themed Pop‑up

Centered on the theme Klein’s Gift and rooted in the core of the Lord of Mysteries IP, a long‑running campaign transformed March — Klein Moretti’s birthday — into an official Klein Birthday Month. Timed to coincide with the novel’s seventh anniversary, the two milestones worked together to sustain IP momentum and spark ongoing discussion. The initiative was not only a new attempt at offline operations for Lord of Mysteries, but also the first practical rollout of its IP‑park model. By building immersive, mixed‑reality experience zones and adopting a park‑style approach, the project explored deeper integration between ACG culture and offline consumer scenarios. A centerpiece was the global debut of a cube art installation titled Mysterious Box — an interactive surprise space that quickly became a major photo spot. Online topics related to Klein’s birthday amassed over 590 million reads.