8 ways brands can capitalise on Chinese New Year
Chinese New Year offers a multitude of revenue and exposure opportunities for brands, which marketers would be silly not to tap into, explains Kaiyu Li, director, strategy and insights at MultiConnexions.
Chinese New Year. Lunar New Year. Spring Festival. Whatever name you prefer to use, it’s the most significant festival celebrated by the Chinese diaspora across the world, and by communities with strong Chinese relationships. It marks the first day of a new year on the lunar calendar, when these communities welcome another year with festivities that are steeped in cultural heritage.
To the Chinese diaspora living outside China, this is the most important annual event on the community and family calendar. In most countries, Chinese New Year is not marked with public holidays as it is in China, and there’s not as much of a bustling, festive public atmosphere for individuals to absorb and enjoy. However, with the contributions from individuals and community organisations, the festival is indeed thriving and has expanded to the broader community in Australia and around the world.
The Spring Festival extends around two weeks from Chuxi (New Year’s Eve) to Yuanxiao Jie (commonly referred to as the Lantern Festival) on the 15th day. A recent MultiConnexions study revealed the top five activities during this season – a series of moments and once-a-year opportunity to brands:
Great article Kaiyu! Unfortunately, many brands tend towards token gestures such as having diverse-looking talent in their advertisements. But it’s so true that without these kinds of emotional insights, there is no engagement with the brand.
Nice insight Kaiyu. I definitely agree with your first point about going beyond a basic greeting. Going above and beyond is much more likely to impress and influence the Chinese market
I’m struggling to comment. Inane, insensitive, agenda-driven, lame.
Mamahuhu