Bottega Veneta’s CNY campaign tastes like ‘Sweet Honey’

What happened A karaoke go-to in Chinese culture and the soundtrack of countless cinematic moments, 1970s classic Sweet Honey (甜蜜蜜) inspired Bottega Veneta’s 2026 Year of the Horse campaign film, which unfolds as a series of sweet, dreamlike vignettes that celebrate grounding emotions, nostalgia, and romance. The luxury house brings together chef Qu Yuyu, actor Zhang Kang Le, Olympic swimmer Pan Zhanle, actor Yo Yang, and cinema icon Sylvia Chang to spotlight intimate moments of preparation, reunion, and reflection. Qu plates dishes in his kitchen; Zhang selects a vivid bouquet; and Pan changes into a new outfit for the holiday. Yo cycles through the city with his wife, while Chang sings karaoke with her son Oscar Wang and his wife You Tianyi. Each scene features the cast singing portions of the song, stitching together a full rendition that spans generations and geographies. Originally released in 1979, Sweet Honey has long been associated with nostalgia and romance, appearing in film and television, including 1996’s Almost a Love Story starring Maggie Cheung and Leon Lai — whose bike sequence is echoed in the campaign. By linking New Year customs to a cultural touchstone, Bottega Veneta reinforces values that anchor the brand: timeless craft, personal expression, and authentic connection through art. The Jing Take Under Creative Director Louise Trotter, Bottega Veneta has continued its ascent. Her October 2025 debut resonated deeply with Chinese consumers, drawing over 130 million Weibo views and widespread acclaim. “Quiet luxury can be expressive” was the sentiment that rippled across Chinese social media platforms, where fashion critics like @Pekaboom praised Trotter’s poetic modernity. This expressive thread continues in the brand’s 2026 Chinese New Year campaign video, with its stripped-back, heartfelt sentiment resonating with audiences. Under the house's official Xiaohongshu (also known as Rednote) post, fans of Zhang Kang Le dominate the comments section with excitement, while one netizen enjoys the wholesome nature of the film, “craftsmanship is the foundation, inspiration as the wings, quiet luxury reveals itself without being ostentatious.” Spring Festival fashion campaigns have become a given for major fashion brands; the challenge is maintaining distinction and brand authenticity while still connecting with Chinese culture. Bottega Veneta has continued to approach CNY by drawing on everyday rituals and familial dynamics that resonate within contemporary China and its localized popular culture. Last year’s 2025 Spring Festival campaign took a cinematic approach. Directed by Wing Shya and filmed in Liuyang, the 2025 Bottega Veneta film was set in Hunan, the historical birthplace of fireworks, and featured reunion scenes among actors Shu Qi, Yo Yang, and Fan Wei. That joy in cultural imagery, performance, and product similarly reinforced the house’s sustained investment in the market. Bottega Veneta is Kering’s crown This well-established holiday strategy aligns with the brand’s solid fundamentals and core offerings, one of the many factors that have made the brand Kering’s golden child. Whereas brands in the market are suffering from sector volatility and the comedown of hype-driven cycles, Bottega Veneta’s dedication to craft has kept it commercially strong and culturally relevant. Bottega Veneta reinforced this message earlier this year with its Craft Is Our Language campaign, celebrating 50 years of the iconic Intrecciato weave. Shot by Jack Davison, the imagery draws on the power of subtlety and gesture, imagining the Intrecciato as a metaphor for connection, legacy, and strength. The campaign featured APAC stars Shu Qi, Terrence Lau, I.N, and Rie Miyazawa. Through consistent touchpoints and long-term dedication to APAC markets, Bottega Veneta shows that the Year of the Horse is not a single retail moment, but a year-long cultural conversation tied to house codes. Together, its cultural fluency and commercial timing illustrate how luxury brands can build durable relevance in a key market without flattening cultural meaning into transactional marketing. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Bottega Veneta’s CNY campaign tastes like ‘Sweet Honey’