Cooper tires with porridge "remaining rice is rare" landing Shanghai Book Fair

After CooperTires, the global leader in replacement tires, and the beloved illustrator "Porridge Porridge" completed their journey titled “Walking Through the World” along the Guilin-Lijiang route, the Shanghai Book Fair made a comeback on August 17th with another event featuring the popular cartoon character Fat Rabbit Porridge. This time, it was the second signing session for the comic book "Remaining Rice is Rare," following the successful first event at Shanghai Book City on July 12th. It’s reported that the initial print run of 20,000 copies of the book sold out within just one month. This second signing marked the return of the Porridge Porridge series with a new printing, bringing the artist back to Shanghai. During this event, CooperTires once again made an appearance. Attendees were given a limited-edition eco-bag featuring the adorable illustrations of Fat Rabbit Porridge combined with Cooper Tire's branding. Additionally, guests received a mini website promotional business card, highlighting the brand's latest digital initiative.  The Cooper Tire mini-website (http://) serves as a powerful complement to its official site. Designed with a friendly, visually appealing layout, it allows for greater engagement with online users. The mini-site maintains a consistent look and feel with the main website, using the signature blue, white, and gray colors from the Cooper Tire logo. It leverages Web 2.0 features to offer interactive content, making it easier for consumers to access information and engage with the brand. The mini-site is divided into three main sections: “Cube Dynamics,” “Downloads,” and “Tire Zones.” The “Cube Dynamics” section provides updates on recent company news, media coverage, and events. The “Downloads” area offers a variety of downloadable content, including games, videos, MP3s, and images, reflecting Cooper’s unique approach to entertainment-based marketing. The “Tire Zones” section showcases all of Cooper’s tire products available in China, including passenger, performance, and off-road tires, with detailed specifications to help customers choose the right product for their needs. Miss Tang Fengji, Senior Public Relations Manager at Cooper Tire China, said, “This new mini-site continues Cooper Tire’s commitment to innovation. On this platform, users can discover a wealth of interesting content, including the latest developments from the brand. In the future, we plan to keep improving the site to make it even more engaging and useful for our customers.” As part of the “Walking the World” campaign, which started on August 2nd and spanned Guangxi, Yunnan, and Chongqing, the website featured a dedicated section updating participants on the journey’s progress through text, images, and sound. Porridge Porridge joined the team from Guilin to Lijiang, experiencing local customs and capturing stories along the way. The cartoon character became a key part of the event, traveling across more than half of China as a mascot. Cooper Tire has over a century of history and is currently the eighth-largest tire company globally and the second-largest listed tire company in North America. With manufacturing and technology centers in North America, Europe, and Asia, Cooper offers a wide range of tires for various vehicles, from family cars to luxury sports cars, off-road vehicles, heavy trucks, motorcycles, and specialized racing tires designed for extreme conditions. For nearly 100 years, Cooper has focused on the replacement tire market, addressing the specific needs of each driver. Since entering China in 2006, the company has adapted its strategies to navigate the complex Chinese market. It launched multiple brands, such as Cooper and Starcraft, to cater to different customer segments. In the heavy-duty tire segment, Chengshan Tire has built upon the legacy of truck and bus tire development. Cooper also owns several branded tire lines, including En Tire, specifically developed for Chinese road conditions.

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