Henry Cheung, CEO and co-founder of Team Wang Design, aims to expand the brand's intellectual properties (IPs) globally, the executive told China.org.cn during an interview about the fashion house he established with pop star Jackson Wang.

Henry Cheung, CEO and co-founder of Team Wang Design, poses for a photo at a media preview event for the "Sparkles - Under the Castle" carnival in Shanghai, Nov. 14, 2024. [Photo courtesy of Team Wang Design]

The high-fashion, diverse streetwear brand's latest venture, "Sparkles - Under the Castle," showcases this expansion strategy. On Nov. 14, Cheung hosted industry partners and collaborators for a preview of the Halloween-inspired carnival at Yongyuanbang Garden on Nanjing West Road in central Shanghai. The event, which opens to the public on Nov. 16, features a limited-time market exclusively developed by Team Wang Design. 

Despite featuring ghostly characters Pumpkie and Spookie, Cheung aims to expand beyond traditional Halloween associations. "We feel we can't just do this once a year; we want to do it in all four seasons," he said, promising to gradually develop it beyond Halloween. "As you can see, it's okay to do it now, post-Halloween, in November."

Sponsored by premium brands Budweiser and Heytea, the carnival has organized a special marketplace to be held over two weekends, Nov. 16-17 and Nov. 23-24, where Team Wang Design collaborators and approved booths are selling a wide range of products and snacks. A funfair featuring various entertainment offerings is also being held from Nov. 16-24, including a creatively transformed carousel, photo booth, swing, arcade games and basketball. Additionally, the company has transformed part of a nearby office building into a pop-up store selling merchandise, featuring haunting decorations throughout its interior and exterior. Long lines formed for the attractions last weekend on the bustling pedestrian street. 

A photo captures a themed carousel, other attractions and game installations at the "Sparkles - Under the Castle" carnival in Shanghai, Nov. 14, 2024. [Photo courtesy of Team Wang Design]

"Under the Castle" was also featured at Universal Studios Singapore this year, becoming the first Chinese IP to be showcased at the theme park. Cheung announced plans to further elevate the IP next year, with intentions to extend the brand's presence globally as momentum builds.

"We want to extend our culture to the global audience," he affirmed.

Cheung revealed that he and Wang, childhood friends and perfectionists, have loved Halloween since youth. Cheung's daughter was even born on Halloween. "We wanted to create a place for children to have fun, enjoy their innocence, and be worry-free," he said.

In addition to merchandise and an initially developed comic book, which was given away for free at its pop-up store, the top executive said they are developing an expanded comic series and animation project. "Next year, we will present our finished story to the public," he said. "We have been creating and abandoning drafts and redoing them over and over again, refining the story until we get it right."

People visit the "Under the Castle" carnival on Yongyuan Road, Shanghai, Nov. 16, 2024. [Photo courtesy of Team Wang Design]

While Wang works on his new album, Cheung said the brand, though enhanced by the pop star's creative input and fame, aims to stand on its own.

"We want to create a brand that has its own everlasting appeal, attracting both fans and non-fans alike. We hope consumers will be drawn to the brand and its products for their own charm and experience, even if some of them don't know who Jackson Wang is," said Team Wang Design's co-founder.

Though Team Wang Design was initially intended as a luxury streetwear brand, Cheung states it has since become something more than that. "There is 'Under the Castle,' and we are developing many other cultural IPs. We are also involved in esports and catering. We aim to create a diverse platform and incorporate everything we love into it."

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