Chinese New Year, or Spring Festival, holds profound cultural significance across China and among people of Chinese descent globally. This Lunar New Year celebration is steeped in tradition, featuring family reunions, feasts, and well-wishing for prosperity and happiness. Each year is associated with a specific animal sign, and in 2024, the Year of the Dragon symbolizes strength and luck. Both foreign and domestic brands capitalize on this cultural festivity, incorporating its rich elements into marketing campaigns to strengthen connections with consumers during this auspicious time.
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Our favorite 2024 Chinese New Year marketing campaigns
1. Nike’s “Hidden Dragon” strikes a chord with relatable themes
Nike’s Chinese New Year campaign, “Dragon Soars New Year,” revolves around the concept of the hidden dragon (潜龙), embodying traditional Chinese beliefs in individual potential, patience, and the eventual revelation of one’s abilities.
Nike complements this theme with three short films, depicting individuals in everyday scenarios showcasing dynamic hip-hop movements, tapping into the streetwear craze in China. These films highlight the dragon-inspired design elements and cushioning technology of the new Nike shoes. This approach has drawn comparisons to Nike’s 2005 Olympics-themed advertisement “Anytime,” directed by Li Weiran, evoking nostalgic reactions online.
Nike’s strategic choice of a relatable ad, drawing from contemporary Chinese traditions and culture, is evident in the campaign’s resonance online, with the hashtag #是龙藏不住 amassing over 60 thousand views as of January 31st.
2. Louis Vuitton combining Chinese elements with brand aesthetics
As part of its 2024 Chinese New Year marketing campaign, Louis Vuitton installed five dragon sculptures at its flagships and pop-ups in Beijing, Shanghai, and Chengdu. These sculptures seamlessly blend local elements with the brand’s identity, gaining attention for their grand scale and visual appeal. Each sculpture embodies the essence of Chinese dragons, exuding dignity and grandeur. The skillful integration of water and auspicious clouds adds an Eastern aesthetic charm. Louis Vuitton’s attention to intricate design and nuanced color details demonstrates a profound respect for local culture and underscores the brand’s commitment to the Chinese market.
The campaign’s positive reception on social media reflects its success, enhancing Louis Vuitton‘s brand image in the Chinese market through a thoughtful fusion of cultural motifs and brand essence. As of January 31st, the hashtag for #LV’s limited edition for the Year of the Dragon# (LV龙年限定) has garnered over 235 thousand views.”
3. FENDI: a mix of cuteness, ACG elements, and nostalgia
Embracing the prevalent “meng (萌)” culture in East Asia, Fendi’s 2024 Chinese New Year campaign takes a modern twist on traditional dragon imagery. Departing from convention, the brand opted for animated, game-inspired dragon-like creatures, aiming to connect with Generation Z consumers. The Rome-based maison started its Lunar New Year marketing on social media platforms in mid-December, nearly two months before the celebration.
Fendi collaborated with Fragment, the Japanese design firm founded by Hiroshi Fujiwara, forming a unique partnership with the globally recognized Pokémon franchise. This collaboration birthed a series of products featuring vibrant Pokémon dragon-like creatures—Dragonite, Dragonair, and Dratini—adorning Fendi’s iconic “FF” logo on handbags and various items like T-shirts, hats, scarves, and plush toys. The range appeals to a broad consumer base.
Of particular interest, Pokémon Go players had the opportunity to obtain digital assets in the game by purchasing these collaborative apparel items, seamlessly blending the virtual and physical realms. The Fendi x Fragment x Pokémon collaboration strategically targeted the affluent Gen-Z, invoking nostalgia and tapping into China’s huge Anime, Comics, and Games market. The campaign has successfully created a buzz on social media, with the hashtag #FendiFRGMTPokemon# reaching over 140 million reads on Weibo by January 31, 2024.
4. Tradition meets gaming: Ambrosial’s cultural journey in 2024
Ambrosial’s (安慕希) 2024 Chinese New Year campaign flawlessly blended tradition, culture, and contemporary flair. Centered around the captivating “Money Dragon” narrative, the brand showcased shadow puppetry not just as a cultural heritage but as a true art form. Their animated short film, “希说钱龙 (Ambrosial tells the tale of the Money Dragon)”, expertly wove ancient storytelling with modern digital techniques, offering a fresh and engaging perspective.
For this initiative, the Chinese dairy brand partnered with the Xi’an Ming and Qing Dynasty Shadow Puppet Art Museum and puppeteer Wang Ke to deeply grasp and fully leverage the art of traditional shadow puppetry. This choice not only captured the festive Lunar New Year atmosphere but also highlighted the rich, artistic essence of this traditional form.
Beyond the Guochao trend and a deep dive into tradition, Ambrosial introduced a gamified experience through a lottery, injecting an interactive and entertaining dimension into the campaign.
5. Lululemon’s campaign reframing mindfulness with Yong Chun’s spirit
In Lululemon’s 2024 Chinese New Year campaign, “Be Spring (新春，咏春),” the collaboration with renowned actress Yang Ziqiong and dancers from “Yong Chun” dance drama produced a poetic short film capturing the spirit of the new year. This initiative aimed to seamlessly fuse Eastern aesthetics with a message of rejuvenation, aligning with Lululemon’s dedication to merging mind and body through yoga culture.
Despite the growing popularity of yoga in China, connecting with local audiences on concepts like mindfulness and mind-body integration can be challenging. To address this, the campaign reframed these ideas using the concept of “Yong Chun’s spirit” (咏春精神), providing a more accessible approach. Yong Chun is a Chinese martial art style emphasizing strength, grace, and a holistic approach to physical and mental well-being.
Strategically choosing Yang Ziqiong as a brand ambassador aligns with Lululemon’s target demographic of empowered women pursuing an active lifestyle, potentially expanding its appeal to older female consumers. Yang’s previous portrayal of a Yong Chun practitioner and her acclaimed performances in martial arts-themed movies lend authenticity to the campaign.
6. Tastien: merging culinary delights with national heritage
For the 2024 Chinese New Year, the Chinese-style hamburger chain Tastien (塔斯汀)) collaborated with the popular TV show “The Nation’s Greatest Treasures” (国家宝藏). As part of the collaboration, the food service company launched limited-edition gadgets fusing the brand’s distinctive elements with national treasures. One of these collectibles was a reproduction of the famed “Red Mountain Jade Dragon” from the National Museum of China.
Adding to the charm, another gadget took the form of an artifact-like toy featuring the brand’s guardian lion mascot, named the “Awakening Lion Leaping Dragon Stone” (醒狮跃龙石). Accompanied by a gift box containing aquarelle for coloring, the campaign aimed to inspire creativity and enable consumers to craft their own unique personal treasures. The social media buzz was substantial, with the hashtag #塔斯汀联名国家宝藏# (Tastien collaborates with The Nation’s Greatest Treasures) reaching over 39.9 million reads on Weibo by January 30, 2024.
What can we learn from Chinese New Year marketing campaigns in 2024?
- Chinese New Year is a prime opportunity for brands to connect with Chinese consumers, offering a privileged platform to reach a broad audience.
- Nike’s “Dragon Soars New Year” campaign showcases a blend of tradition and authenticity, teaching brands to intertwine cultural elements, leverage nostalgia, and prioritize relatable narratives for resonance.
- Louis Vuitton successfully merged Chinese cultural symbols and brand elements, leveraging Guochao, and transforming stores into shareable hotspots for amplified social media buzz.
- Fendi opted for utilizing anime dragon characters in its campaign, blinking an eye to the ACG community in China as well as capitalizing on nostalgia marketing and cute economy.
- Ambrosial brilliantly blended gamification, compelling storytelling, and deep tradition exploration, reviving shadow puppetry with interactive engagement.
- Lululemon’s foray into the mindfulness market using a Chinese perspective, coupled with collaborations with influential celebrities, enables the brand to reach new audience segments and enhance its brand reputation.
- Tastien elevated brand awareness through strategic IP collaborations, tapping into the growing cultural confidence of Gen Z and engaging them with limited-edition gadgets.
