Li Xian's Taobao Flash Sale Campaign Turns 'What to Order for Chinese New Year' into a Heartfelt Tradition

Li Xian's Taobao Flash Sale Campaign Turns 'What to Order for Chinese New Year' into a Heartfelt Tradition

The Lunar New Year in China is a time for family, food, and—increasingly—thoughtful gestures delivered at lightning speed. Thanks to a viral campaign featuring actor Li Xian, the question "What to order for Chinese New Year?" has evolved from a practical query into a way to show deep care for loved ones, all thanks to Taobao Flash Sale (闪购), Alibaba’s rapid-delivery service.

The trend, which has taken over Chinese social media with hashtags like #跟李现解锁淘宝闪购过年新发现 (Unlock New Discoveries with Li Xian on Taobao Flash Sale for Chinese New Year) and #大过年的点啥外卖 (What to Order for Chinese New Year), centers on using the platform to surprise family members with items they didn’t know they needed—until they saw them arrive at their doorstep in under 30 minutes.

Translation: "Unlock New Discoveries with Li Xian on Taobao Flash Sale for Chinese New Year" and "Everyone is Ordering Li Xian Now, Giveaways Happening"

From "What to Order?" to "What They Need"

For many, the magic of the trend lies in its simplicity: spotting a small, unmet need and acting on it before anyone has to ask. Take the story of "闲晚" (Xian Wan), a user who noticed her mom watching hand-drip coffee tutorials but sticking to instant coffee. "She’d say, ‘That’s for you young people—just looking is enough,’" Xian Wan recalled. But she knew better. Using Taobao Flash Sale, she ordered a hand-drip set, and within half an hour, it arrived. "Mom’s eyes lit up, even as she complained, ‘Why order takeout again?’" Xian Wan shared. "But her hands were already fiddling with the filter."

Translation: "What to Order for Chinese New Year" and "Follow Xian Ge on Taobao Flash Sale, Faster Delivery"

The campaign, which positions Li Xian as a "detail detective" (a nod to his role in the hit drama Go Forward), encourages users to observe their family’s habits and act on them. Another user, "声娱科技" (Sheng Yu Ke Ji), noticed her grandma rubbing her knees while picking vegetables. She ordered wool knee pads via Taobao Flash Sale, and the delivery arrived before her grandma could finish the task. "Warmth doubled this Spring Festival," she wrote.

Small Gestures, Big Impact

The trend’s power lies in its ability to turn everyday moments into meaningful connections. "鸟娱科技" (Niao Yu Ke Ji) shared how she realized her mom’s remote control batteries were dying during a family photo session. A quick order of alkaline batteries via Taobao Flash Sale ensured the New Year’s TV marathons went uninterrupted. "No more pausing to fiddle with batteries," she noted.

But the most touching stories go beyond practicality. "养猪仙女六六" (Yang Zhu Xian Nu Liu Liu) wrote about using the service to buy her dad two cans of craft beer. "Dad always said he didn’t like drinking, but when we sat down to chat over beer, he opened up about his dreams and the struggles of raising our family," she shared. "That beer was the key to unlocking years of unspoken feelings."

Translation: "What to Order for Chinese New Year" and "Taobao Flash Sale, Faster Delivery"

Why It’s Resonating

The campaign’s success stems from its alignment with modern values: showing love through action, not just words. In a time when many families are reunited after long separations, the ability to act on a whim—ordering a new tea set for grandpa, a microphone for mom who loves to sing, or a charging pack for dad’s phone—feels like a superpower. As one user put it: "Care doesn’t have to wait. With Taobao Flash Sale, it can be there in minutes."

Li Xian, who plays a character known for his quiet attentiveness in Go Forward, has become the face of this movement. His endorsement of the service—paired with the platform’s speed—has turned "what to order" into a game of "what can I surprise them with today?"

As the Lunar New Year continues, the trend shows no signs of slowing. For families across China, Taobao Flash Sale isn’t just a shopping tool—it’s a way to turn ordinary days into extraordinary moments of connection. And in a world where time is precious, that’s the greatest gift of all.

"This isn’t just about ordering things—it’s about seeing someone and saying, ‘I get you,’" said one user. "And with Taobao Flash Sale, that ‘I get you’ can be in their hands before they even know they need it."

The trend, born from a simple question, has become a testament to the power of small, timely acts of love. And in the end, that’s what the Lunar New Year is all about.