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, here is the wrap up of what you will find in our report :
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.
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.
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.
Find the detailed review of these campaigns in our report to be downloaded just hereunder. Our team remains at your disposal to further discuss your project with China !
