Hoegaarden Launches Capybara Butt Arcade and China is Obsessed
McCann brings Hoegaarden’s capybara arcade to life with 7-Eleven installs, subway ads, and furry merch that extends the sensory experience at home.
Belgian beer brand Hoegaarden launched a stress-relief campaign in Greater China this month, featuring an arcade machine controlled by a hyper-realistic capybara hindquarters.
The silly "Capybarapy" activation, developed with McCann Worldgroup, runs through November and December 2025 in Beijing, Shanghai, and Chengdu.
Tactile arcade experience targets relaxation seekers
The campaign centers on a custom arcade machine where players stroke a furry capybara controller to relieve stress while sampling Hoegaarden beer. The activation marks a shift from traditional high-energy beer marketing toward relaxation-focused experiences.
McCann integrated the arcade machines with 7-Eleven in-store installations and subway escalator ads across three tier-one cities. Limited-edition furry merchandise mimicking the controller's texture extends the sensory experience to home environments.
Leighton Cosseboom
"We love the zaniness of Capybarapy, whilst also making perfect sense for a brand rooted in nature and relaxing vibes," said Arthur Tsang, Chief Creative Officer at McCann Greater China.
The campaign encourages social media participation through the #Capybarapy hashtag, with fans sharing stress-relief sessions for a chance to win exclusive memorabilia.
Tapping China's stress-relief market
The activation targets China's estimated US$1.5 billion stress-relief product market by using the capybara's viral status as the internet's "Zen master" animal. The approach contrasts with China's celebrity endorsement-dominated marketing landscape.
Tactile marketing in China's beverage sector has grown 27% year-over-year from 2023 to 2025 as brands shift from digital-first strategies toward sensory-driven experiences. The trend reflects younger Chinese consumers' demand for physical, shareable brand interactions.
Hoegaarden's strategy reframes beer consumption from party-centric occasions to relaxation-oriented moments, aligning with broader lifestyle shifts among urban Chinese youth seeking decompression outlets.
Leighton Cosseboom
Building on previous lifestyle partnerships
The campaign follows Hoegaarden's 2024 partnership with Park Lane Hong Kong, where the brand offered an exclusive afternoon tea experience targeting young professionals and millennials. That activation positioned Hoegaarden as a lifestyle brand beyond traditional bar settings.
McCann's execution integrates physical installations with digital engagement mechanics, using social media contests to amplify reach beyond the three-city footprint. The agency emphasized innovation over conventional celebrity partnerships in developing the concept.
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