Free Milk Tea, Celebrity Endorsement: How Alibaba’s Qianwen AI App Took China by Storm During Chinese New Year

Free Milk Tea, Celebrity Endorsement: How Alibaba’s Qianwen AI App Took China by Storm During Chinese New Year

Alibaba’s AI assistant app Qianwen has become the talk of China this Chinese New Year, thanks to a viral promotion offering free milk tea and a massive 3 billion yuan (about $420 million) in discounts. The campaign, which saw the app top Apple’s App Store free charts and generate 10 million orders in just 9 hours, highlights a new wave of AI-driven shopping that’s blending technology with everyday life.

The "Free Milk Tea" Campaign That Took Over China

Alibaba’s Qianwen AI app launched a bold promotion ahead of the Chinese New Year, offering users 25 yuan (about $3.50) in free milk tea or other goods via a simple voice command. The campaign, dubbed "Qianwen Treats, Share 3 Billion," aimed to make AI more accessible and fun, moving beyond traditional tech marketing to focus on tangible, everyday benefits.

"I never thought AI could get me free milk tea! Now I use it every day to order food." – Weibo user @milktea_fan

The results were staggering. Within 9 hours of the campaign’s launch on February 6, Qianwen processed over 10 million orders, with users issuing the "help me buy" voice command more than 30 million times. The app even topped Apple’s App Store free charts, outperforming competitors like Tencent’s Yuanbao and ByteDance’s Doubao.

A promotional poster for Alibaba's Qianwen AI app featuring global brand ambassador Jackson Yee, advertising a 25 yuan free milk tea card and the "Qianwen Treats, Share 3 Billion" campaign.

Celebrity Power: Jackson Yee as the Face of Qianwen

A key driver of the campaign’s success was the endorsement of popular actor Jackson Yee, who was named Qianwen’s global brand ambassador. Yee’s presence resonated with younger users, turning the app into a "must-have" for fans. Social media was flooded with posts like "#JacksonYeeInvitesYouToQianwenAIShopping" and memes celebrating the freebies.

"Using Qianwen is like having a personal assistant who also gives you free milk tea. And Jackson Yee is the cherry on top!" – Weibo user @fangirl_2026

The campaign also cleverly tied into Yee’s upcoming film The Silent Alarm, where his character is seen drinking milk tea, creating a seamless link between the app and pop culture.

A meme featuring Jackson Yee with the text "千问请客了!" (Qianwen is treating!), celebrating the free milk tea promotion.

Beyond Milk Tea: The Future of AI Shopping

While the free milk tea grab was a hit, Qianwen’s true goal is to integrate AI into daily shopping. The app allows users to order groceries, takeout, and even New Year’s supplies with voice commands, leveraging Alibaba’s vast e-commerce ecosystem. Analysts say this is a smart move to turn casual users into loyal customers.

"The campaign isn’t just about free milk tea—it’s about building a habit," said tech analyst Li Wei. "By making AI useful for everyday tasks, Qianwen is positioning itself as a must-have tool, not just a novelty."

A screenshot of the Qianwen app interface showing a user ordering a strawberry milk tea for 0.01 yuan (about $0.001) using a free card.

The Real-World Impact: Milk Tea Shops Overwhelmed

The promotion had a tangible impact on physical stores. Milk tea shops across China reported being flooded with orders, with some running out of supplies within hours. One shop in Shanghai posted a photo of dozens of delivery bags piled up, joking that "Qianwen’s AI is giving us more business than we can handle!"

A busy milk tea shop with dozens of orders waiting to be delivered, highlighting the real-world impact of Qianwen's promotion.

Criticism and Challenges

Not everyone was impressed. Some users complained about server crashes and difficulty redeeming the free cards, while others questioned the long-term value of the promotion. "Is this just a marketing gimmick, or will Qianwen actually be useful after the freebies run out?" asked one Weibo user.

Despite the criticism, the campaign has put Qianwen on the map. With over 30 million voice commands issued, it’s clear that users are eager to embrace AI in their daily lives—if it’s presented in a fun, accessible way.

Conclusion: AI for the Masses

Alibaba’s Qianwen campaign shows that AI doesn’t have to be intimidating. By focusing on everyday needs like milk tea and groceries, the company has made AI relatable and desirable. As the promotion winds down, the question is whether Qianwen can retain its new users by offering real value beyond freebies. But for now, it’s safe to say that AI shopping has arrived—in a big, milky way.