In the summer of 2025, as surface temperatures approached 40°C, DeRucci completed a highly symbolic leap: transforming the “extreme cold of Antarctica” into this summer’s warmest “cultural experience.” This is not only another innovative practice by the brand but also a sincere expression of DeRucci’s 17-year commitment to sleep culture and global sharing.

Revitalizing a Cultural IP: Engaging Users Through Experience, Conveying Value Through Resonance

In 2025, DeRucci’s “Global Sleep Culture Journey” IP enters its seventeenth year. Facing the test of time, DeRucci has chosen to keep this cultural brand vibrant by connecting more closely with contemporary user emotions.

At the end of July, a series of outdoor interactions based on the concept of “mystical cooling” attracted attention in high-temperature cities. Catchphrases like “Escape the Heat in Antarctica” and “Beat the Heatwave by Lying Down” were not just creative expressions but also entry points for emotional resonance between DeRucci and its users. Instead of rushing to promote products, the brand first conveyed a cultural philosophy of “yearning for extreme environments and enjoying peaceful sleep.”

Subsequently, a “Glacier Invitation” tour vehicle appeared on the streets of multiple cities. This mobile experience space, equipped with DeRucci’s AI mattress, transformed the promise of “Travel with DeRucci, Fulfill Your Antarctic Dream” into a tangible, relatable, and empathetic reality. It was no longer just a slogan but a truly participative cultural experience.

On a deeper level, through creative content such as “Global Landmarks Escape to Antarctica,” DeRucci integrated its global technology partners—from the Netherlands, Italy, MIT Lab in the U.S., and others—into user awareness in a softer and more concrete manner. This not only demonstrated DeRucci’s ability to integrate global resources but also conveyed the brand’s mission to advance sleep culture in collaboration with the world.

Antarctica as a Cultural Practice Ground: Technological Original Intent and Human Care in Extreme Conditions

All cultural actions must return to the brand’s core value: Why do we do this?

DeRucci’s answer: Use the world’s most extreme natural environment to test whether technology truly serves people.

Choosing Antarctica as the destination for the sleep culture journey is DeRucci’s most strategically far-sighted cultural practice in 2025. This is not merely a single event but a “technical practice” and “cultural export” endorsed by national authority.

Through cooperation with the Chinese Arctic and Antarctic Administration, DeRucci officially became a “Chinese Polar Expedition Partner,” and its products were designated as “Selected Products for Chinese Polar Expeditions.” This status transcends commercial logic and reflects national recognition of DeRucci’s technology.

The extreme cold, low pressure, polar day, and polar night in Antarctica pose not only severe challenges to sleep products but also a real test of “whether technology truly aids sleep.” DeRucci’s AI mattress, equipped with the AutoFit adaptive system, Sleep Care health monitoring, tidal algorithm, and other features, must prove its practical value for human care in this environment.

This is an extreme practice that cannot be faked. Success would mean that DeRucci’s sleep technology truly possesses global competitiveness and human applicability; failure would undermine all cultural narratives. DeRucci’s confidence in making this the core of its communication stems from the brand’s 21-year adherence to the original intent of “integrating technology into dreams, putting people first.”

From User Witness to User Co-creation: Trust is the Ultimate Goal of Cultural Practice

Hype may fade, but trust endures. DeRucci always grounds grand cultural narratives in truly perceivable user value.

As early as during the DeRucci 618 “World Dust Mite Removal Day,” the brand conveyed a professional, reliable, and极致 service spirit through practices like “Challenging the Guinness World Records,” laying a foundation of trust for the subsequent “Antarctic Co-creation.”

Inviting users to participate in the Antarctic journey is the highlight of DeRucci’s “user co-creation” cultural practice. This is no longer a one-way communication from the brand but a cultural project co-written and co-experienced with users. These participants thus become witnesses and

Antarctica

Antarctica is Earth’s southernmost continent, a vast frozen wilderness that has no native human population or evidence of historical habitation. It was the last continent to be discovered, with its first confirmed sighting occurring in 1820, and it is now governed internationally by the Antarctic Treaty System, which dedicates the continent to peace and scientific research.

Netherlands

The Netherlands is a Northwestern European country known for its flat landscape, extensive canal systems, and rich artistic history. Historically a great maritime and trading power in the 17th century, it is famous for its Golden Age, which produced master painters like Rembrandt and Vermeer. Today, the country is celebrated for its progressive social policies, iconic windmills, and vibrant tulip fields.

Italy

Italy is a Southern European country with a rich cultural history as the heart of the ancient Roman Empire and the birthplace of the Renaissance. Its legacy includes globally influential art, architecture, and cuisine, with landmarks like the Colosseum and the canals of Venice. The modern nation was unified from various city-states and kingdoms into a single country in 1861.

MIT Lab

The MIT Media Lab is an interdisciplinary research laboratory at the Massachusetts Institute of Technology, founded in 1985 by MIT professor Nicholas Negroponte. It is renowned for its innovative and futuristic projects that converge technology, multimedia, and design, with a unique research model funded by corporate sponsors.

Chinese Arctic and Antarctic Administration

The Chinese Arctic and Antarctic Administration (CAA) is a government agency under the Ministry of Natural Resources, responsible for organizing and coordinating China’s national polar research expeditions. It was established to manage the country’s growing scientific activities in the polar regions, which began with its first Antarctic expedition in 1984. The CAA oversees the operation of research stations, such as the Great Wall Station in Antarctica, and facilitates international cooperation in polar science.

Guinness World Records

The Guinness World Records is a reference book published annually that lists world records of both human achievements and the extremes of the natural world. It was first published in 1955 after a debate inspired the managing director of the Guinness Brewery to create a definitive book to settle such arguments in pubs. It has since become an internationally recognized authority, chronicling thousands of verified records.