Christmas may not be a public holiday in China, but many young people still celebrate it. They go shopping, buy gifts for their friends and romantic partners, and enjoy nighttime meals. For many, Christmas evokes images of fairy tale elements, such as Christmas trees, Santa Claus, and stockings. It is also an opportunity for businesses to launch marketing campaigns, with e-commerce, catering, entertainment, and other industries experiencing a peak in consumption. Christmas in China commands massive attention on RedNote, a popular social media app among Gen Z. The key hashtag generated over 31 million views and 700,000 interactions in 2025. Netizens are discussing Christmas gift and decoration ideas, restaurants, Christmas fairs, recipes, and many more.
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Who celebrates Christmas in China, and how is it celebrated?
Christmas in China is mainly celebrated by Gen Z and Millennials, especially those who live in tier-1 and new tier-1 cities. They are not only more open to Western celebrations but also to take this time to take a break from work and to create memories with their romantic partners. Christmas in China is like one of China’s numerous Valentine’s Days. Rather than spending time with their family, people spend time with their friends or romantic partners. This is partly because shortly after Christmas, there’s the Chinese New Year, which is a larger and longer holiday spent with family.
When we further analyzed trending topics, we found that compared to the past year, what remains unchanged is that people still maintain the tradition of exchanging gifts and are willing to associate Christmas with entertainment and leisure. They like to take photos under the Christmas trees in cities, such as Dalian, Qingdao, Shanghai, including anime conventions and Disneyland in Shanghai. This year, however, the locations are more scattered, covering major shopping malls, squares, and parks in various cities.
Despite fewer online discussions, offline activities thrive
However, despite people discussing less online, it doesn’t necessarily mean that Christmas’s popularity is waning. During the month of December, every night for a month feels like Christmas. During the nighttime, cities such as Chongqing, Shanghai, and Chengdu are also bustling with crowds. For example, in Chengdu, public areas are adorned with massive Christmas trees and artificial snow, creating a magical and joyful atmosphere. Also, restaurants and upscale hotels actively participate in the festivities by crafting special Christmas meals, from themed afternoon teas to elaborate buffets.
China’s nighttime economy on Christmas has progressed beyond mere food consumption. It now encompasses a diverse array of cultural and entertainment activities, including concerts, art exhibitions, and night tours. Held on Shanghai’s Bund in December 2025, Longchamp’s “Cocooning on Ice” event created an immersive public space centered around an ice rink and winter market. The brand leverages Christmas tradition and activities to sell more than a bag but an aspirational, joyful, and communal winter experience.
Christmas marketing: product design and campaigns on social media
Desserts, especially chocolate, were the most mentioned Christmas-related posts on social media from November 1st to December 1st this year. They were given as gifts or to celebrate the occasion. This was followed closely by clothing items, such as scarves, toys, and cosmetics.
Brands embraced the festive season with creative strategies, from unique product designs to co-branding in China. They customized products in the shape of Christmas trees and changed the packaging. For example, Louis Vuitton launched a limited-edition chocolate series, with products like four-petal flowers and diamonds layered to create a Christmas tree. Moreover, beauty and luxury brands like SNIDEL BEAUTY and Yves Saint Laurent launched Christmas Advent Calendar Gift Boxes.
Fast food chains also did co-branding in China to offer special gifts for their customers. For instance, KFC collaborated with Loopy to give away Christmas toys to customers who purchased meal sets. This popular Loopy IP captured the hearts of young people with its charming design. On Douyin, the topic “Loopy” garnered over 1.93 billion plays. The co-branded dolls are adorned in festive Christmas attire, exclusively available for purchase at KFC. Once the Christmas campaign concludes, these dolls will no longer be available at KFC. This creates a sense of scarcity that entices customers to seize the opportunity to collect these limited-edition dolls.
Emotional narratives and collaborations during Christmas
Moreover, the 2025 trend is moving beyond simple product packaging. Brands are engaging in deep “emotional storytelling” that connects with nostalgia and local culture. Consumers are seeking gifts and experiences that deliver joy, nostalgia, or a sense of identity. Christmas provides the perfect festive, social, and photogenic occasion to fulfill this “experience deficit.”
UGG’s “FEELCATION” campaign is a prime example of experiential emotional consumption. It moves beyond selling boots to selling a complete winter “feeling.” By transforming a city center into a slow, immersive “茸雪世界” (Furry Snow World), they directly target the consumer desire for relaxation and warmth. The campaign activates multiple senses through sight (light installations), touch (furry textures), sound (live music), and taste (bakery collab). This is to craft a shareable, memorable experience that feels like a mini-holiday.
The key to emotional engagement is to link the product’s core benefit to a broader aspirational lifestyle. The events often feature celebrities and community activities both online and offline. This provides the social proof and content that young consumers crave to curate their personal identity online. As a result, the purchase is not just for an item, but for an entry ticket into a warm, stylish, and relaxed emotional world.
Raising awareness and engaging with consumers through KOLs
KOL marketing in China remains an important way to raise awareness and engage with Gen Z consumers. Brands invite influencers to share their shopping experiences, provide recommendations, and ultimately endorse their products. Notably, 77.55% of Gen Z learn about a brand from recommendations by KOLs, while 52.30% from word of mouth.
Christmas and New Year’s (双旦) sales promotions
Shuangdan (双旦) in China refers to the combined celebration and marketing promotions of Christmas and New Year. The name “Shuangdan” literally means “Double Dan” because the two holidays are close in date, and “dan” is a homophone for one character in both “Christmas” and “New Year” in Chinese. The promotion period typically runs from December 16 to December 25, after Double Twelve and until Christmas. Taobao, Tmall, and other e-commerce platforms provide instant discounts on single products and tiered discounts for spending a specific amount in a single store or across multiple stores.
Although not as big as the 2024 Double 11, many people take the time to buy gifts for their romantic partners and friends. They also buy gifts for their family, but Chinese New Year remains the main gift-giving occasion.
These gifts can serve as smaller gifts given before they prepare larger gifts on Chinese New Year. On Tmall, Florasis’s gift boxes were popular as gifts appropriate to give to relatives. The products are a few hundred RMB, and consumers can get them at a discount. In addition to beauty, other categories topping Taobao’s super items list in 2024 include down jackets, cookware, bags, and underwear.
Exploring the endless possibilities of Christmas in China
- While not a public holiday or religious event, Christmas is celebrated by young people, especially those in tier-1 and new tier-1 cities.
- Unlike the West, Christmas is more about spending time with friends and romantic partners in China. It is like one of China’s numerous Valentine’s Days.
- Online discussions about Christmas and the number of discussions on trending Christmas-related topics have declined compared to last year. However, many still show interest in its offline activities, such as city decorations, themed entertainment events, and nighttime economy activities.
- Among popular Christmas-related products shared on social media are desserts, such as cakes and chocolate, followed by clothing items, toys, and cosmetics.
- Shuangdan (双旦) is a period that combines Christmas and New Year in China. While the sales promotions are not as significant as those of Double 11, they still attract consumers looking for gifts.
