Japan’s All Nippon Airways sold goods and flights during a livestream from a pop-up studio in Beijing on October 28 ahead of China’s Singles Day.

The unofficial holiday celebrates people who are not in relationships on November 11, where the ones in the date 11/11 represent single people.

Participating single people buy gifts for themselves during the holiday, and the sales are one of the world’s biggest shopping events.

Japan was the most popular destination during China’s National Day holidays in October.

S/ ANA Employee/ I want to introduce to you Aomori Prefecture’s Oirase Gorge.

The livestream strategizes to spotlight not only direct flights from China to Japan, but also ANA’s domestic flights.

S/ Nakahara Shinji, General Manager, China, ANA/ There are many customers in China who have already visited Tokyo and Osaka and want to see other regions of Japan.

S/ Yanagisawa Takashi, NNN Beijing Correspondent/ The highlight of the day, a raffle for a roundtrip flight to Japan is about to begin. Over 1.4 million viewers are watching.

Raffling goods and flights garner many viewers, who are then introduced to new Japanese destinations.

This strategy has increased flight reservations to more than triple the usual amount for this time of year.

As the Chinese economy slows in growth, companies are working ahead of Singles’ Day to address the decrease in consumption.