It's just being part of the hype factory. Like last year when as a stunt a "special" black version of the OnePlus 3 was briefly sold exclusively from some boutique store in Paris that nobody had heard of (until a little later when something identical went on general release). This time it's a standard phone painted to look a bit silly, but seems to be the same principle: costs them next to nothing, gets a bit of coverage for them and for the store/designer who really almost nobody has heard of or cares about.
Guess it shows that China has fully embraced consumer capitalism in all of it's vapidity and futility.