For businesses, Chinese New Year presents a prime opportunity to connect with consumers through culturally resonant campaigns.
Our team curated some standout brand strategies this year, discover the wrap up and download the report for deeper analysis !
Lululemon: "Return to Spring"
Lululemon’s campaign embraced themes of renewal and vitality, featuring celebrities across generations rediscovering movement and mindfulness. A dedicated podcast and original soundtrack enhanced the campaign’s emotional appeal, engaging audiences on multiple levels.
Meituan: Mastering Last-Minute Needs
Rather than competing in the crowded early CNY sales rush, Meituan focused on the overlooked essentials. Through boarding pass-style ads at Shanghai airports, they reminded travelers to pick up last-minute items, emphasizing thoughtful holiday gestures.
On: "New Year Blessings" Strategy
The Swiss sports brand On creatively integrated its name with Chinese New Year blessings, launching a series of short films centered around themes of family, vitality, and success. The campaign featured stunning visuals from Shanghai, blending modernity with traditional cultural elements like lion dances.
Yu’ebao (Alipay): Tapping into “Xuanxue” Culture
Understanding the growing fascination with mystical « Xuanxue » culture among young Chinese consumers, Yu’ebao blended financial services with astrological insights, offering personalized wealth predictions for the new year. This fusion of tradition and innovation resonated strongly with Gen Z audiences.
Discover our analysis in the report related to the Essence of Chinese New Year and campaigns Case Studies !
