Brand Popup is a project designed to actively involve top-tier brands that typically do not participate in Black Friday, drawing in users who love these brands to 29CM during the event period and contributing to sales growth. The core idea goes beyond simple discount promotions—users leave heartfelt comments about their favorite brands, and the brands themselves read through the comments and select recipients to receive special gifts. The large volume of comments creates a sense of lively engagement, much like the buzz of a physical pop-up store, serving as a key element to attract user interest.