Sentiment is often associated with dreams — a term that has become very popular in the internet industry over the past two years. Many talk about it, but few put words into action. The "99 Invites You to Plant Your Dreams" campaign, hosted by 99 Inn, encourages dreams and supports those who take action toward them with a practical offer: a ¥50 voucher. It avoids empty talk about dreams, turning sentiment into tangible benefits for customers.
From April 15 to 30, 99 Inn simultaneously held the "99 Invites You to Plant Your Dreams" campaign across nearly 500 stores in 100 cities nationwide. The event prepared 200,000 Dream Beans, each inscribed with various dreams, to be distributed at 99 Inn locations. The entire process of planting, watering, fertilizing, and watching the magic beans grow from roots to blooms symbolizes the journey of striving for and realizing one's dreams. The beans are engraved with dreams both serious and humorous, such as "becoming a CEO," "taking the company public," "finding a girlfriend," "buying a house and car," "traveling abroad," "my husband doesn’t cheat," "having more money than I can spend," "changing the world," "becoming the president of the country," and more. Through this fun and engaging approach, the campaign inspires people to hold onto their dreams and take action. Customers participating in the campaign can scan the QR code to download the 99 Inn app and receive a ¥50 voucher valid at all national stores. Considering the average room rate at 99 Inn is ¥99, the ¥50 voucher, combined with membership discounts, effectively means nearly 50% off — a sincere show of support for those taking action on their dreams, especially rare in the hotel industry during peak seasons when discounts are uncommon. The offer has been widely embraced by ambitious young people.
Ms. Li, who graduated from university two years ago and works in business at a food company in Wuhan, said: "I enjoy growing potted plants at home. I think the 'Planting Dreams' campaign, which engraves dreams on magic beans and lets you watch them grow, is a brilliant idea — it’s like seeing your dreams blossom. Downloading the app and getting the ¥50 voucher is really practical, and since 99 Inn rooms are already quite affordable, it’s especially useful for someone like me who’s just graduated and often on the move."
Mr. Wang, a 26-year-old from Chengdu who participated in the event, said: "I’ve come across many dream-themed campaigns, but this is the first time I’ve seen one that’s both fun and meaningful. The ¥50 accommodation voucher that comes with the campaign feels very practical — no empty talk about dreams. I’ve just started my own business and travel frequently, so staying at value-for-money hotels like 99 Inn suits me perfectly."
"Striving on the road, I stay at 99." 99 Inn is a hotel brand tailored to meet the needs of ambitious young people. As the leading brand in China’s ultra-economy hotel sector, it has long been providing comfortable accommodations at high value, serving those on their journey of hard work and earning widespread love among young strivers. It was awarded the "Best Chain Hotel" prize in 2014. The "99 Invites You to Plant Your Dreams" campaign focuses on the core needs of its target audience and shows genuine care for their life aspirations, offering solid encouragement and support. It brings sentiment to life without indulging in empty talk about dreams.