Among the many Western holidays that have made their way to China, Christmas and Valentine's Day are undoubtedly the most embraced by young people.
Of course, this is primarily thanks to the relentless promotion by businesses. Through their tireless efforts, Valentine's Day has been painted as a day of ultimate romance, and conveniently, an excellent opportunity to happily empty the wallets of men and women alike.
As a result, shopping malls and entertainment venues across the city offer especially vibrant events during Valentine's Day, with many brands seizing the occasion for aggressive marketing and promotion.
Senqi's flagship store in Capital City chose February 14th for its grand opening.
This ambitious up-and-coming fashion brand isn't shy about spending big on advertising. Just recently, they signed a million-yuan endorsement deal with Lu Chen, and naturally, he was a key figure in today's store opening.
The store is located on the east side of People's Square, a prime location well within the city's Second Ring Road.
Since Valentine's Day happened to fall on a Sunday, and many companies had yet to resume work after the holidays, People's Square was packed with people, mostly couples strolling arm in arm. Flower girls wove through the crowd selling roses, creating a bustling, festive atmosphere.
On the massive LED screen on the east side of the square, Senqi's Valentine's Day commercial was already playing, along with teasers for a live performance.
The stage for the opening ceremony was set up right next to the screen, just a short distance from Senqi's flagship store with its decorative rainbow archway. Staff members were busy with last-minute preparations, setting up speakers, backdrops, floral displays, and more.
Although there were still a few hours to go before the official start of the ceremony, crowds were already beginning to gather around the stage, asking staff questions.
Most of them were Lu Chen's fans.
Senqi's promotional campaign had started well in advance. The LED screen displayed Lu Chen's name prominently as the male lead in 'Autumn in My Heart', with the title "Prince of Music" added for extra flair. His stills from the TV drama were large and clear, visible from quite a distance.
Riding the immense popularity of 'Autumn in My Heart', Senqi scored a wave of attention by securing Lu Chen as their brand ambassador. They leaned hard into this golden opportunity for their flagship launch promotion.
Of course, they had to pay Lu Chen an extra advertising fee for that.
But industry insiders were already green with envy, locking down Lu Chen for just a million yuan for a full year's endorsement was an absolute bargain. With his current market value, a deal like that would now cost at least four to five million!
When a celebrity truly becomes a star, their endorsement fees skyrocket. Wang Jing stood on the stage, helping her bandmates set up newly acquired equipment, drum sets, keyboards, and more.
She still couldn't quite believe it was real.
Just before the New Year, she had been devastated when her father, who looked like he'd aged a decade overnight, broke the news that they had been scammed. It felt like a bolt from the blue, and no words could describe the pain she felt.
She couldn't blame the father who had worked himself to the bone for their workshop. All she could do was hate the shameless con artists.
Then, as if misfortune weren't enough, her father, Wang Changsheng, was crushed by guilt and despair, and fell seriously ill.
Nirvana Workshop was finished. The family didn't even have enough money to pay for medical treatment. With no other option, Wang Jing turned to Lu Chen for help.
After the holidays, creditors came knocking. Nirvana Workshop couldn't be saved. The Nirvana Band was on the verge of disbanding. No matter how unwilling Wang Jing was, she couldn't change that reality.
And then, Lu Chen showed up.
Yesterday morning, she and her brother and their bandmates had been like strays with nowhere to go. Today, they were standing on stage, preparing to perform for a huge crowd. The uncertainty about their future, their fate, was gone.
Next month, they'd even be participating in the 72h Music Festival.
Like a Phoenix Reborn! Changing "Nirvana" from Nipan to Niepan, the meaning and pronunciation remained the same, but it marked a brand-new beginning!
Wang Jing took a deep breath and quietly reminded herself to give it her all.
She couldn't let down Lu Chen's trust and support.
At the same time, she pushed a hidden feeling deeper into the recesses of her heart, a fleeting longing that she buried further, letting time wear it away.
"Jie, come here and take a look!" Her younger brother Wang Hui's voice pulled her out of her thoughts, and she quickly walked toward where he was calling from.
Her steps were light. Time also passed lightly and swiftly. Before long, dusk fell. The sky gradually darkened, and the streetlights in People's Square, along with the stage lights, flickered to life.
More and more people filled the square, drawn in by the growing buzz, slowly gathering closer to the stage.
In the middle of the crowd, clusters of young men and women held up neon signs, with words like "Lu Chen" and "Chen Chen" lit in bold, glowing reds and greens, eye-catching and vibrant.
One drama, 'Autumn in My Heart', had skyrocketed Lu Chen's popularity. His Wave Blog followers had already surpassed 15 million. Tonight's grand opening of the Senqi flagship store had been announced on his blog in advance, which brought out a large crowd of loyal fans to show their support.
The on-site security team quickly moved in to keep the crowd behind the safety barriers.
Ever since the incident in Hangzhou, events involving celebrities and endorsements had seen a significant increase in security measures.
Meanwhile, Lu Chen was inside the not-yet-opened Senqi flagship store, chatting with Chen Fei'er on his phone.
It was Valentine's Day, yet the two lovers couldn't spend this sweet day together. It was a pity, but in the entertainment industry, this was completely normal.
Many celebrities often avoid relationships during the peak of their careers, not just because they fear losing fans, but also because love and work frequently clash. Very few relationships survive the long haul under such pressure.
Chen Fei'er also had an important endorsement event today, and she was only two streets away from People's Square. After a bit of affectionate chatter, Lu Chen told her about recruiting and forming the new Nirvana Band.
He also mentioned plans to build his own recording studio.
Chen Fei'er was thrilled. She said that soon she wouldn't need to go to someone else's studio to record, she could do it all at Lu Chen's place.
She said, "If you're doing this, do it properly. Let me invest a share too!"
Lu Chen laughed. "Alright. I'll be the boss, and you'll be the boss's lady."
Chen Fei'er replied with a smiley face and a sweet kiss emoji. She said, "It's so boring here. I really want to sneak off and watch your event live!"
Lu Chen felt a rush of warmth in his chest and asked tentatively, "How about we meet up after it's over?"
Chen Fei'er sent back a helpless emoji: "You really think I can get away from all these paparazzi?"
Lu Chen pictured the scene and felt a little dizzy: "Alright then..."
Chen Fei'er sent another kiss emoji. "I'll make it up to you next time."
The two of them chatted intimately for over half an hour. Meanwhile, the grand opening ceremony of the Senqi flagship store had officially begun!
(End of Chapter)
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