At first glance, it was just another short drama on Chinese social media: a tale of a young woman's career struggles, workplace politics and her search for belonging. She never mentions buying a home. But the well-decorated apartment she calls home in the series is, in reality, up for sale. And across China, millions are watching.
This is the latest tactic in how Chinese developers are marketing their housing projects, not with hard-sell ads, but with mini-dramas, art exhibitions and lifestyle experiences that sell a way of living rather than just a property.
The 17-episode series produced by Hangzhou-based developer Xingyao Holding in Zhejiang province has become a talking point in the property sector. The drama focuses on a woman's growth, family relationships and workplace struggles, and is now streaming on major short-video platforms.
While the plot contains no overt property promotions, the project elements are woven into the storyline. The protagonist's name, Mu Fangzhou, closely resembles Xingyao's residential project "Mufangzhou" in Hangzhou's Qiantang district.
All scenes were filmed on location in the project, showcasing its swimming pool, gym and private dining facilities.
