Chinese vacuum maker using Temu’s playbook dreams big with Super Bowl debut

Robot vacuum maker Dreame Technology promoted its products at the Super Bowl on Sunday night, becoming the latest Chinese brand after Temu to leverage the game’s influence to crack the North American market.Its 30-second commercial, aired across NBC’s local affiliate network, which exclusively broadcasts the game, showcased Dreame’s ecosystem, from robot vacuums and lawnmowers to a concept hypercar unveiled at the CES trade show in Las Vegas last month.The campaign follows budget shopping site Temu’s high-profile Super Bowl ads in 2023 and 2024. Temu, owned by Chinese-founded PDD Holdings, used prime-time slots to challenge Amazon.com within three years after the launch.Similarly, Chinese game studio Top Games promoted Evony: The King’s Return at the 2017 Super Bowl, propelling the title, which had been obscure, into the top five among iOS downloads in the US.“This commercial isn’t just about visibility; it’s a statement of commitment,” said Ana Wang, CEO of Dreame North America. “We’re investing in this market for the long term, continuing to innovate specifically for the needs of US households as we build Dreame into a trusted household name.”The commercial is a statement of commitment, according to Dreame. Photo: HandoutRevenue in the market jumped 189 per cent in 2025 from a year earlier, said Yu Hao, Dreame CEO, on Monday on microblogging site Weibo.