Boocup Grumpy Aunties

How do you like your aunty? “Grumpy Aunties” brings Shanghai’s iconic neighbourhood aunties into the world of cultural merchandise — bold, loud, and irresistibly real.

Boocup, one of Shanghai’s largest book chains, wanted to tap into the booming market for stationery and cultural creative goods. We reimagined the unique, charismatic aunties of the city — from patterned pyjamas to fashionable outfits — turning them into a collectible set of personality-driven characters.

We designed a line of souvenirs including bookmarks, tapes and posters, which debuted at the Shanghai Book Fair and sold out across three major Boocup stores. We extended the idea into an NFT series, allowing consumers to mint their own “Grumpy Auntie” digital collectible. The project fused local humour with contemporary creativity, giving Boocup a culturally sharp IP anchor.