It’s the year of the Snake! Discover how to make the most of Chinese New Year in your marketing campaigns.

Chinese New Year, also known as the Lunar New Year, is a vibrant and culturally rich celebration that marks the beginning of the lunar new year. 2025 will be the Year of the Snake, a symbol of wisdom, intuition, and strategic thinking. In this article, we will explore the origins, facts, and statistics surrounding Chinese New Year, its global reach, and how marketers can leverage this auspicious occasion.

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Origins of Chinese New Year

Chinese New Year has a history dating back over 3,000 years. Its roots can be traced to ancient agricultural and mythological practices in China. The festival’s timing is determined by the lunar calendar, typically falling between January 21st and February 20th. Each year is associated with one of the 12 zodiac animals, and 2025 is the Year of the Snake.

Chinese New Year 2025 will fall on 29 January 2025.

Economics & Tourism

Chinese New Year has a significant economic impact. It’s a time of heightened consumer spending, with people buying gifts, new clothes, and traditional foods. Many brands release exclusive product launches and events during this period.

Chinese New Year is host to the largest annual human migration globally, with hundreds of millions of people traveling home to celebrate with their families, and millions more visiting for tourism. In 2023, the tourism industry generated nearly 376 billion yuan during the Chinese New Year travel season in China – a significant increase on the previous 3 years, but still not back to pre-pandemic levels (Statistica, 2023).

While Chinese New Year is deeply rooted in Chinese culture, it is celebrated worldwide. Chinese communities and those interested in Chinese culture across the globe take part in the festivities. 

Year of Snake

The Snake is the sixth animal in the Chinese zodiac cycle, and it is known for symbolising longevity and fortune, with a hope for abundance and prosperity. 

People born in the Year of the Snake are believed to be intelligent, intuitive, and charming. They are often seen as deep thinkers who approach life with calm and grace. Known for their keen insight and strategic mindset, individuals born in the Year of the Snake tend to be highly analytical, making decisions carefully and thoughtfully.

The Snake belongs to the Fire group of the Chinese Zodiac and brings with it a chance for renewal, transformation and continuous growth. 

Chinese New Year Campaign Ideas & Trends

Many brands have successfully integrated Chinese New Year into their marketing campaigns. Look out for the following trends:

• Red Packets (Ang Pao): Brands often create limited-edition red envelopes with their logos or branding, which are traditionally given as gifts during the holiday. This enhances brand visibility and shows appreciation for the culture.
• Cultural Experiences: Companies in the travel and hospitality industry promote Chinese New Year travel packages and offer unique cultural experiences for tourists.
• Virtual Celebrations: Due to the COVID-19 pandemic, virtual Chinese New Year celebrations and online events have become popular, creating opportunities for digital marketing and virtual experiences.
• Sustainability: There’s a growing awareness of sustainability during the holiday, with eco-friendly decorations and green initiatives gaining popularity.
• Year of the Snake Merchandise: Expect to see a surge in snake-themed products, from fashion and accessories to collectibles, as brands tap into the symbolism of the Year of the Snake.
• Cultural Exchange: People from different cultures are increasingly interested in celebrating Chinese New Year, presenting opportunities for cross-cultural marketing.
• Partnerships: Collaborate with Chinese influencers or cultural organizations to promote your products or services within the Chinese community.

Previous Chinese New Year Marketing Campaigns

Apple’s Lunar New Year Short Films (2023 & 2022)

Apple have made it a tradition each year to release a short film shot on their iPhones. Their 2023 film, for the year of the rabbit, was called “Through the Five Passes” and followed the tale of “a young man, his love for opera, and the spirit of persistence”, shot entirely on the iPhone 14 Pro. 

The year prior, Apple released their 2022 short film for the Lunar New Year of the Tiger, shot entirely on the iPhone 13 Pro and titled “The Comeback” . The film tells the touching story of a young man with dreams of being behind the camera, who returns home for the New Year and films a movie with his father about his forgotten-about hometown. 

Barbie x Guo Pei (2023)

Chinese fashion designer, Guo Pei, teamed up with Mattel in 2023 to bring a special edition Barbie doll for the Chinese New Year. This was part of Mattel’s growing efforts to make Barbie more inclusive and culturally diverse. 

McDonald’s + Karen X Cheng (2023)

In 2023, McDonald’s teamed up with award-winning director, Karen X Cheng, to deliver an interactive partnership that brought Cheng’s virtual art to life through the spirit of the new year. Featuring an exclusive AR Instagram filter, Metaverse integration, and a TV commercial, Cheng’s art focuses on the transition from the year of the tiger to the year of the rabbit. 

Conclusion

In conclusion, Chinese New Year 2025, the Year of the Snake, presents a unique opportunity for marketers to connect with global audiences and tap into the rich cultural traditions associated with this celebration. By understanding the origins, facts, and trends related to Chinese New Year, marketers can create campaigns that resonate with a diverse and engaged audience, fostering goodwill and success in the year ahead.