On February 16, 2026, the CCTV Spring Festival Gala—the Year of the Horse edition—aired as scheduled, once again commanding nationwide attention. Appearing as an “Intelligent Technology Ecosystem Strategic Partner,” Dreame Technology embedded itself deeply into this cultural spectacle.
Among its featured products, the FP10 pet-hair air purifier from Dreame’s Home Environment Appliance Division emerged as an unexpected “invisible protagonist.” With no scripted lines and minimal deliberate close-ups, the product nonetheless became a trending search topic across digital platforms—marking a transition from simple product exposure to meaningful brand elevation.
Anti-Conventional Placement: Integrating Technology into the Fabric of Everyday Life
In recent years, many brands participating in the Spring Festival Gala have pursued aggressive visibility through overt product mentions and scripted dialogue. Dreame, however, adopted a more restrained—and arguably more sophisticated—approach: silent integration.
In the comedy sketch Blood Pressure Monitor, the FP10 appeared quietly in the corner of a clinic set. It did not interact with the characters, nor did it “introduce” itself through dialogue. Yet it became a subtle but indispensable visual element.
Its minimalist and refined design blended seamlessly with modern household and clinical interiors, appearing less like a staged prop and more like a natural part of the environment. This “background presence” encapsulates Dreame’s core proposition: cutting-edge technology should function like air itself—present, protective, and unobtrusive.
Phenomenal Response: Dual Breakthrough in Awareness and Sales
Paradoxically, this understated placement strategy generated outsized impact. On the evening of the broadcast, social media platforms saw a rapid surge in trending topics such as “The air purifier from my home appeared on the Gala” and “Spring Festival Gala same-model FP10.”
Viewers spontaneously searched for and discussed the “protagonist without lines.” Monitoring data indicated that starting from New Year’s Eve, search volume for Dreame-related brand and product keywords experienced explosive growth across online channels.
On major e-commerce platforms, both inquiries and sales of the FP10 air purifier rose steadily throughout the holiday period—achieving a rare dual breakthrough in brand visibility and commercial performance.
Technological Confidence: The Hard Power Behind ‘Non-Disruption’
The FP10’s ability to adopt such a confident and restrained presence on a national stage is underpinned by substantial technological strength. As the world’s first air purifier featuring a dynamic roller self-cleaning system, it integrates an innovative moving-brush hair collection technology capable of achieving a 99.5% hair capture rate—directly addressing the pain points of pet-owning households.
Beyond its self-cleaning mechanism, the FP10 combines a high-performance filtration system with a powerful fan architecture, enabling efficient purification in large spaces while maintaining consistently low noise levels. This quiet operational capability made it particularly suited to its “silent background” role during the Gala performance.
From Product to Lifestyle Proposition
He Xingwei, Head of Dreame’s Home Environment Appliance Division, articulated the brand’s vision:
“We aim to engage millions of households in a more elegant way. The highest form of technology is not loud functional demonstration—it is becoming an integral part of an aspirational lifestyle.”
Through its “silent placement” strategy, Dreame demonstrated that brand elevation in the era of intelligent appliances is no longer driven solely by feature articulation. Instead, it is achieved through seamless integration—where technology transcends hardware and becomes embedded in the rhythms of everyday life.
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