Cooper tires with porridge "remaining rice is rare" landing Shanghai Book Fair
After CooperTires, the global leader in replacement tires, and the famous illustrator "Porridge Porridge" completed their journey titled “Walking Through the World†along the Guilin-Lijiang route, the Shanghai Book Fair welcomed them back on August 17 for a second signing event at the WTO. This time, it was the launch of the comic book *“Remaining Rice Is Rareâ€*, marking the second signing after the first event held at Shanghai Book City on July 12th. It’s been reported that the initial print run of 20,000 copies of the book sold out within just one month. Now, the second edition is returning to Shanghai with a fresh batch.
At this signing, CooperTires made another appearance. Attendees were given a limited-edition eco-bag featuring Porridge Porridge’s artwork combined with Cooper Tire’s branding, as well as a new mini-website business card promoting the brand's latest digital initiative.
The Cooper Tire mini-website (http://) serves as a creative extension of the company’s main site. Designed with a friendly and interactive feel, it features engaging content like the popular "Fat Rabbit Porridge" illustrations, making it more accessible for online users. The design aligns with the official website, using the brand’s signature blue, white, and gray colors, while incorporating Web 2.0 elements to enhance user engagement and provide a platform for information sharing and interaction.
The mini-site is divided into three main sections: “Cube Dynamics,†“Downloads,†and “Tire Zones.†The “Cube Dynamics†section offers updates on Cooper’s recent activities and media coverage. The “Downloads†area includes games, videos, MP3s, and images—highlighting Cooper’s unique approach to entertainment marketing. Meanwhile, the “Tire Zones†section provides detailed product information on all of Cooper’s tire lines available in China, from sedan tires to off-road models, helping customers choose the right tires for their needs.
Miss Tang Fengji, Senior Public Relations Manager of Cooper Tire China, said, “This new mini-site reflects our ongoing commitment to innovation. On this platform, people can discover exciting content and stay updated on our latest developments. In the future, we will continue to improve and expand the site to better serve our customers.â€
In conjunction with the “Walking the World†campaign that started on August 2, spanning Guangxi, Yunnan, and Chongqing, the website featured a dedicated section updating the journey with text, images, and sound. Porridge Porridge joined the team from Guilin to Lijiang, experiencing local cultures and capturing stories along the way. The cartoon character became an integral part of the event, traveling across half of China as a mascot.
Cooper Tire, with over a century of history, is currently the eighth-largest tire company globally and the second-largest listed tire company in North America. Its manufacturing and technology centers are spread across North America, Europe, and Asia. Cooper offers a wide range of tires, from family cars to luxury sports vehicles, off-road trucks, and specialty racing tires, designed to handle various tough environments.
For nearly 100 years, Cooper has focused on the replacement tire market, addressing the specific needs of vehicle owners. Since entering China in 2006, the company has adapted its strategies to meet the diverse demands of the Chinese market, launching brands like Cooper and Starcraft to cater to different customer segments. In the heavy-duty tire segment, Chengshan Tire has built on the legacy of truck and bus tire development. Cooper also offers a variety of branded passenger car and commercial tire lines tailored for different markets, including specialized tires designed for Chinese road conditions.
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