Lunar New Year 2023: A look at 7 brands’ unique marketing campaigns

With Lunar New Year fast approaching, the Chinese marketing campaigns are in full swing! 

Every year, there’s always the incorporation of the colour red, Chinese characters, or relevant cultural symbols and designs. But as we head towards the 2023 celebrations, we wanted to take a look at what unique approaches brands are taking with their annual Lunar New Year campaigns, and how cross-cultural messaging is being used to promote their companies.

It’s the Year of the Rabbit, so it’s no surprise that the loveable animal is being incorporated into the festivities this season!

With the Lunar New Year holiday lasting 15 days, there’s still time to celebrate. And to get you inspired, let’s take a look at a few prominent brands that are providing creative and unique marketing ideas for 2023:

1. Gucci

Over the years, Gucci has been no stranger to Lunar New Year campaigns. Their eye-catching promotional material have garnered much attention, as they combine their own aesthetic while integrating cultural elements in a tasteful manner.

Gucci’s capsule collection for the celebration this year showcases the Year of the Rabbit and the arrival of spring. Highlighted with vibrant colours and geometric motifs, their video campaign shows a group of friends gathering in a blooming landscape with serendipitous rabbits. 

2. Loewe

Loewe celebrates the Year of the Rabbit with a collection of bags, and personalized charms. The brand reinvents their iconic signatures such as the Bunny, Basket, Hammock, and Pocket bag, with the addition of floppy rabbit ears. 

The design is not without significance, Loewe explains that, “In Asian cultures, the knot signifies human connection as well as good fortune, and artisans create exquisite knots as ornaments and gifts that express good wishes.” Their campaign also features Actress Tang Wei in an enchanting film where she takes a journey through the Chinese countryside in search of a reunion with a little bunny. 

Loewe seamlessly incorporates Lunar New Year into their products in a way that aligns with their style and touches on the sentiment of the cultural celebration. 

3. Disney x Givenchy

Givenchy and Disney presents a brand-new capsule collection starring Oswald the Lucky Rabbit, in celebration of Lunar New Year and 100 years of Disney.​

The collection features collectible statement pieces that capture the spirit of adventure from Oswald’s mischievous, high-energy spirit.

The brand worked with Walt Disney Animation Studios to produce a mixed reality short featuring global talent Madelaine Petsch, Amber Liu, and Alton Mason enjoying an adventure alongside the Lucky Rabbit.

Successful collaborations are beneficial to both brands as they easily allow them to reach relevant audiences, especially many who aren’t yet following the brand. The Disney x Givenchy collaboration has the potential to resonate with many people, considering that Disney is a well-established name, and their large consumer base ranges from all ages. 

4. Guo Pei x Barbie

Chinese couturier Guo Pei teams up with Barbie for the second year in a row to create a stunning doll. The iconic Barbie doll is dressed in classic Chinese royal blue with dragon embroidery – displaying Guo Pei’s signature craftsmanship that combines artistic heritage with contemporary innovation. 

The ensemble includes a dragon motif that communicates good strength and fortune. Golden details, representing prosperity and fortune, are also evident through the doll’s sparkly statement ring, earrings, and pumps.

This collaboration taps into China’s collectible toy market that has been rapidly growing at an overall growth rate of 35% since 2015. 

5. SK-II x White Rabbit

In celebration of Lunar New Year, skincare brand SK-II taps into childhood nostalgia with China’s beloved White Rabbit candy. SK-II’s Facial Treatment Essence is reimagined with the White Rabbit logo for a limited time. 

These past few years have shown that nostalgia marketing – a strategy that connects a brand with concepts or ideas from the past – continues to be well-received across all industries. And why is that? Because it taps into our emotions. 

Positive emotions associated with a well-loved object from the past are likely to extend to the brand as well. 

6. Nespresso x Angel Chen

Nespresso launched its Patchwork Rabbit collection with fashion designer Angel Chen. The collection includes coffee machine gift packs, nomad travel mugs, cotton pouches, chopsticks, capsule coffee sets, and red envelopes. 

Chen’s patterns and upcycled textures are integrated into the design of the giftbox, alongside the rabbit – creating an overall fun and playful collection. Aligning with Nespresso’s vision for a new sustainable year, Chen created the Patchwork Rabbit with unused fabrics from the past seasons of her collections. 

Partnerships with independent Chinese talents are another form of brand collaboration that has been rising in popularity in China these past few years. This partnership shows that even a unique combination such as coffee and fashion is possible when both brands share a similar brand positioning. 

7. L’Oréal Paris 

L’Oréal Paris is yet another brand tapping into China’s latest consumption trend among Chinese millennials and Gen Zers – collectible toys. They welcomed Lunar New Year celebrations by collaborating with local collectible toy brand RobbiART. 

The beauty brand released a series of Chinese New Year-themed gift boxes with special red and gold packaging as well as limited-edition collectible Robbi rabbits. 

Several brands who have capitalized on this trend choose to work with local collectible toy companies to ensure cultural relevance and connect with local Chinese audiences. 

It’s always exciting to see how brands incorporate culture and creativity in their Lunar New Year campaigns every year. With Lunar New Year being one of the largest Chinese celebration, there is plenty of potential for companies to reach a wide audience and connect meaningfully — but only if it is done intentionally and respectfully. 

As a culturally-focused marketing agency, Sageus Strategy + Digital can help your brand develop appropriate cultural messaging and resonate with the Chinese community, whether that’s for holidays such as Lunar New Year or Mid-Autumn Festival, or for year-round initiatives that develop brand awareness, loyalty, and advocacy. 

With more than two decades of combined experiences working alongside global brands and organizations, Sageus Strategy + Digital focuses on getting to know your business, and help you connect with your audience.

Headquartered in Canada, and committed to making a global, cross-cultural, sustainable impact — we’re your one-stop firm for cultivation and growth, in all areas of branding and marketing. 

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