On 9 December 2022, HKRI Taikoo Hui kicked off its 5th anniversary and winter campaign, “Dare for More, Dare to Wow”. HKRI Taikoo Hui's year-end campaign is one of the most anticipated events in Shanghai. This year's campaign is in line with the project's core value of seeking breakthroughs continuously. Taking centre stage was a large-scale public art installation co-created by HKRI Taikoo Hui and artist Florentijn Hofman titled “Confetti Rabbit”, highlighting the project's pioneering chic and luxury-centred philosophy. The work appeared frequently on social media before its official debut, piquing consumers' curiosity and interest.

On the occasion of the 5th anniversary, the HKRI Taikoo Hui unfolded a new commercial layout along with its brand repositioning. At its initial opening, HKRI Taikoo Hui was a pioneer in building a cluster of international high-end cosmetics brands. HKRI Taikoo Hui's eye-catching and original marketing campaigns had since become benchmarks of the industry, followed by peers across the country.

In the recent round of brand mix adjustments, HKRI Taikoo Hui has boldly reshaped its brand portfolio and the commercial layout inside and outside the mall. Following years of careful operation and reputation building, the project ceased the opportunity of the 5th anniversary to accomplish a thorough transformation, unleashing upgrades that will bring about more impactful and long-lasting transformations.