Fú is a touching animation demonstrating how Airbnb properties can become homes away from home at a time of a year, where young Chinese are finding it increasingly difficult to return to their family hometowns.

The 3D animation tells the story of Jia Jia, a young nurse whose pursuit of her career dreams in the big city prevents her from returning to her hometown for Chinese New year, much to the disappointment of herself and her parents. Fortunately, Airbnb’s platform is on-hand to enable a unique solution.

At the core of the film is the age old Chinese New Year tradition of hanging a ? ‘Fú’ (meaning ‘happiness’) poster upside down, symbolizing "the arrival of happiness", tying in to the overall campaign idea of turning traditional concepts on their head; in this case, 'home' coming to Jia Jia rather than the other way around.

Spring Festival is the most important date on the calendar in China, when families separated by work and life necessities reunite, traditionally in the town where the children grew up.

In 2019, there were over 3 billion trips during Chinese New Year, but for millennials, this annual trip is in decline, as they are not following the tradition of going back to their hometown anymore. Surprisingly our data showed a new trend, instead of the children coming home for CNY, there was an increase of parents leaving their hometown and traveling to their millennials, a new CNY phenomenon called “reverse travel”.

As Airbnb stands for Belonging and offers "homes" anywhere you go, we found our role more relevant than ever– if you can’t go home, home comes to you.