Givenchy Gave Shanghainese Breakfast a Shot—But Did It Misfire?

It’s just one of the misses of this campaign, but it highlights the underlying fragility of its structure. Between May 22 and 24, the brand took over three Shanghainese breakfast spots and one nightclub across the city, serving up the classics: youtiao , soy milk, sticky rice wraps, and crispy pancakes alongside xiaolongbao and egg pancakes , all wrapped up in the Givenchy logo.

Prices ran from 3 RMB (around 0.41 USD) to 38 RMB (5.25 USD) for the full combo. On the surface, everything seemed to go to plan: there were long queues, a healthy amount of social media buzz, and Givenchy was in the press.

Some on Xiaohongshu were genuinely excited. One wrote: “I can finally afford Givenchy.