Semir pop-up opens—can the brand’s second growth succeed?

Semir’s “Bai Yu Down Diary” flash at New Zhongguan Mall staged rainy South and icy North rooms while store-manager Bai Yu launched fashion-warm down capsules, postcard likes and Semir×Bai Yu gift draws—star economy powering the brand’s second-growth remake after 20 years of hotspot endorsers.