While Christmas is not widely celebrated as a religious holiday in China, the festive spirit permeates with Christmas decorations as early as November. Social listening unveils the essence of Christmas in China, shedding light on the unique ways it is embraced by locals and transformed into opportunities for businesses.
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Chinese social media teems with Christmas-related content
In recent years, the festive enthusiasm for Christmas in China seems to be predominantly fueled by Gen-Z and young Millennials. Baidu Index reveals that among individuals searching for “Christmas” (圣诞节) on Baidu from September 2015 to December 2023, 54% are aged between 20 and 29 years old. This is followed by 18.8% in the age group of 30 to 39 years old, and 18.7% below 19 years old.
In 2021, among the Gen-Z demographic, only 15.6% expressed no anticipation for Christmas, while the remaining majority exhibited at least some enthusiasm for the holiday. Additionally, interest in Christmas is concentrated in tier 1 and new tier 1 cities, with Beijing, Shanghai, and Hangzhou ranking in the top three.
The interest for Christmas remains high on various social media platforms. As of December 18th 2023, the number of Christmas-related posts on Xiaohongshu has surpassed 10 million, with more than 1.7 billion views. Similarly on Douyin, the most popular Christmas posts have more than 520,000 likes and showcase Christmas dances, makeup tutorials, outfits, and decorations.
City walks, coffee shops and Shanghai’s Christmas markets
City walk, Christmas-edition
On Xiaohongshu (小红书), the search query “What to do for Christmas?” showcases a multitude of posts featuring curated “Christmas itineraries”, or “Citywalk maps”, referring to the trend from summer 2023, consisting of exploring cities in a leisurely and immersive way. These guides showcase the most festive locations within specific cities, encouraging individuals to explore and “dǎkǎ” (打卡), which is slang for taking photos at a popular places and showing others. This trend reflects the evident enthusiasm among the young Chinese for actively engaging with Christmas decorations and cultivating a joyous atmosphere during the festive period.
On social media, posts spotlight top coffee shops for a festive Christmas vibe, like Shenzhen’s Maan Coffee 1979. These spots boom in popularity in December, drawing crowds—especially young women in Christmas attire. The festive decor becomes picturesque backgrounds for influencers and Christmas enthusiasts, blending seasonal joy with social media aesthetics.
Shanghai, the city of Christmas markets
As November winds down, the Christmas markets in Shanghai come to life, becoming a focal point of the festive season. These markets are a haven for seasonal treats and Western delights like mulled wine, candied nuts, and hot chocolate, attracting crowds eager to indulge in the Christmas spirit. Planning ahead is key, as securing tickets in advance is a necessity to partake in the market festivities. On social media, netizens express their enthusiasm for these markets, eager to immerse themselves in the Christmas atmosphere.
Selling Christmas magic: from festive drinks to sponsorship opportunities
Global coffee chains like Starbucks and Tim Horton’s take the lead in Christmas-themed marketing, orchestrating festive campaigns on social media. Starbucks, for instance, makes a seasonal splash by introducing apple-flavored coffees. This move cleverly taps into the cultural symbolism of gifting apples during Christmas, creating a blend of global coffee culture and local holiday traditions. The Canadian chain Tim Horton’s got creative with its orange cinnamon latte and mulled wine coffee which received 112,000 views on Xiaohongshu.
Local coffee chains, including Luckin Coffee, actively join the festive marketing. They also embrace the holiday spirit through seasonal drinks, specially designed cups, and engaging social media posts. For example, Luckin recently released a grilled coconut latte and a toffee hazelnut latte topped with whipped cream. These seasonal offerings not only showcase the brand’s commitment to innovation but also aim to captivate the taste buds of customers seeking unique experiences during the Christmas season.
Disneyland Shanghai promotes a magical Christmas experience
Theme parks, like Disneyland Shanghai, are proposing an array of festive activities from November 23, 2023, to January 1, 2024. Early bird tickets are sold at RMB 415 during weekdays and RMB 659 during weekends. The park transforms into a winter wonderland, with dazzling Christmas-themed decorations. Disneyland also offers Christmas-themed food and merchandise. The festivities extend beyond the decor and treats, with the Tree Lighting ceremony, carolers spreading holiday cheer, and even winter-themed packages available at the park’s hotels.
Advent calendars increase excitement and product awareness
Beauty and luxury brands like MAC and Yves Saint Laurent seize a golden opportunity during the holiday season by featuring their products in Christmas advent calendars. For brands, this is a unique chance to entice customers into trying various smaller versions of their products, potentially cultivating repeat purchases. The curated unboxing experience adds an element of excitement for consumers. This excitement often translates into individuals sharing their experiences on social media platforms, effectively transforming satisfied customers into enthusiastic brand ambassadors. However, there were instances of brands missing the mark.
In 2021, Chanel faced backlash for a calendar priced at RMB 6,055, featuring 31 products. Customers discovered that, aside from five actual Chanel items, the rest were just stickers and other objects, leading to criticism of the brand. Netizens estimated the actual product value at RMB 2,500, sparking discontent.
Christmas-themed events and sponsorship opportunities
Much like Halloween, the Christmas season serves as a prime opportunity for businesses to gain visibility and make a mark. The range of options is highly diverse, spanning from single malt tastings to vibrant parties and festive brunches held at top golf venues. Restaurants and upscale hotels actively participate in the festivities by crafting special Christmas meals, from themed afternoon teas, to elaborate buffets.
These Christmas-themed events, predominantly concentrated in first-tier cities, offer valuable sponsorship opportunities for businesses seeking to associate themselves with the joy and celebration of the season. The sponsors and organising establishments are mainly Western businesses and include Irish bars, burger joints, Mexican cantinas, breweries, pizzerias, and French bistros.
Is Christmas in China not as commercialized as one might think?
Unlike Chinese Valentine’s Day, where the emphasis lies heavily on the exchange of gifts, Christmas takes on a different essence, prioritizing experiences and social entertainment. On Weibo, netizens predominantly express their intention to gift homemade treats or small DIY projects to their friends and co-workers.
It is more common for couples to exchange Christmas gifts. On e-commerce platforms, the most popular gifts include matching couple items (cups, socks, keychains), cute plushies, chocolates, and customizable gifts like engraved water bottles. Social media platforms like Xiaohongshu have a special tab called “gift season” (礼物季) to find the perfect Christmas gift that can be bought directly on the platform.
It’s all about the festive spirit
What sets Christmas apart is its extended celebration, spanning an entire month. The emphasis on forging meaningful memories during this period provides brands with a unique opportunity to connect with consumers through a variety of events and Christmas-themed activities. For example, cooking studios are providing classes dedicated to baking Christmas-themed treats, specifically tailored for kids and couples. These sessions typically last around two hours, offering hands-on experience in making Christmas cupcakes, cookies, or even gingerbread houses.
Christmas in China: social media, coffee shops, and festive markets take center stage
- The interest in Christmas has been declining over the years and is fueled by Gen-Z and young Millennials, with most searches by individuals located in first and new first-tier cities.
- On social media, Christmas city walk maps emphasize festive locations and experiences. Social media spotlights festive coffee shops, drawing crowds.
- Shanghai’s Christmas markets are a popular stop during the holidays, offering Western treats and a unique festive atmosphere.
- Global and local coffee chains, theme parks and beauty brands offer unique Christmas-themed festivities and products such as advent calendars.
- Christmas-themed events offer many sponsorship opportunities in first-tier cities and are mainly dominated by Western establishments.
- Christmas in China focuses on experiences, social entertainment, and homemade DIY gifts.
