Biti's Kids has introduced its "Summer Adventure" film in early June, marking a new direction in its communication strategy for children and parents. The summer 2026 campaign distinguishes itself through the integration of 3D animation and music. The main song, composed by Nguyen Van Chung, features a cheerful melody and lyrics that encourage children to exercise and play outdoors. The project also includes contributions from visual artist Tidu.

Rather than focusing on product promotion, a brand representative stated that Biti's Kids prioritizes storytelling through entertaining content about childhood, education, and personal development. This new work follows the "Mua He Mong Mo" series from 2024, aiming to connect emotionally with consumers.

"Summer Adventure" draws inspiration from the summer vacation period, when children can play freely, unleash their imagination, and strengthen their connection with nature and friends. Set in a dreamy world, the script revolves around the three characters—Gau Chu Tam, Cindy, and Toro—as they explore the world, starting from their mother's vegetable garden.

The three characters begin their summer adventure in the 44-year-old footwear company's campaign. Photo: Biti's

To attract children's attention on digital platforms, businesses are increasingly prioritizing educational entertainment content. The Biti's Kids marketing communications director believes that animation and music are natural tools for conveying messages, while also creating opportunities for parents and children to interact.

The "Summer Adventure" film also continues the brand's long-standing direction of building a content ecosystem for children. Beyond footwear, the company promotes programs in art, creativity, and experiences to increase touchpoints with young users.

Through its summer 2026 campaign, Biti's Kids continues to emphasize the message: "accompanying children in their holistic development, encouraging them to connect with themselves, the community, and nature". A brand representative stated that this initiative is part of a long-term commitment to educational and creative programs aimed at future generations.

"Happiness Station"—one of the brand's projects. Photo: Biti's

Biti's was established in 1982, upholding the message: "Cherishing Vietnamese Feet". After 44 years of development, the company has built a network of thousands of sales points nationwide and is present in many international markets. In the children's segment, Biti's Kids is one of the first Vietnamese brands licensed by Disney to use its imagery in Vietnam.

(Source: Biti's Kids)