Project location: United States · Prepared by POPUP from the project archive in October 2026.
AliExpress's U.S. program joined product discovery with cultural entry points. AliHouse in Los Angeles and Singles' Day in New York gave the marketplace distinct physical expressions, with talent partnerships connected to each occasion.
How can a marketplace use different activations within one strategy?
A digital marketplace becomes easier to connect with when its introduction happens through a recognizable cultural world.
Introduce the marketplace through distinct live chapters: product discovery and talent in Los Angeles, then a Singles’ Day celebration in New York.
Los Angeles: make discovery physical
AliHouse brought the marketplace to The Grove, Santa Monica Pier and Glendale Galleria. Products, demonstrations and app touchpoints gave shoppers a tangible introduction, with Tiffany Haddish joining the launch at The Grove.
New York: give Singles’ Day a cultural stage
The New York experience brought product discovery into an environment of bold brand graphics, music and guest interaction. The Swae Lee partnership, brokered and managed by POPUP, connected the shopping occasion with an artist’s audience.
Connect the experience back to the marketplace
Physical product displays gave visitors a place to begin, while QR-code touchpoints connected that exploration to the digital platform. Each chapter used a live encounter to make an expansive online marketplace more approachable.
The planning lesson
Give each campaign chapter a clear job. A market-entry encounter may introduce the assortment; a shopping occasion may build on an existing audience. Connect both to the platform while preserving the creative and partnership decisions that make each locally relevant.
Who delivered the experience
POPUP connected market-entry activations with talent partnerships. The AliHouse experience brought Tiffany Haddish and friends into the Los Angeles launch; the Singles’ Day chapter showcased a Swae Lee partnership that POPUP brokered and managed.
What the experience made possible
Connected campaign chapters gave AliExpress different ways to meet U.S. audiences through talent, shopping and shared experiences.
Project questions
Where did the experience take place?
AliExpress: United States.
What was the delivery scope?
Market-entry activations; Talent partnerships; Partnership management; Experience production.
Explore related work
Further reading
For the wider event and campaign context:
