Brands market Christmas to China
From dazzling window displays to K-pop idols baking cookies, here’s how luxury brands are bringing Christmas to China.
Published December 25, 2024
Although work continues as usual today in China, Christmas’ commercial impact has grown each year. Sparkling trees decorate shopping malls, holiday menus are increasingly on offer, and netizens are posting their enjoyment of seasonal treats like gingerbread men and hot chocolate.
While Christmas is a major advertising opportunity for luxury brands in the West, festive efforts remain modest in China. That said, here’s how luxury houses celebrated the holiday with local consumers in 2024.
Dior #
The LVMH house dazzled Chinese audiences with a holiday lighting ceremony at Shanghai Henglong Plaza, drawing 1.48 million views on Weibo with its dreamy Christmas tree spectacle.
On Xiaohongshu, users flocked to share photos of Dior’s Tokyo Christmas café at Mohri Garden and its installation at Hong Kong’s K11 mall, showcasing the brand’s flair for decking the halls globally. Meanwhile, viral decorations at the Avenue Montaigne boutique have kept Dior’s festive sparkle shining brightly across social media.
Chanel #
Chanel’s Christmas campaign in China included a Weibo video featuring its high jewelry holiday collection, which garnered 20,000 views in nine days. The brand also designed Christmas trees and ornaments for the Peninsula Hotel in Beijing, attracting significant attention on Xiaohongshu. This blend of digital and experiential marketing highlights Chanel’s understated yet impactful holiday strategy in the Chinese market.
Versace #
Versace made a statement in China with its #VERSACE24 Holiday Collection, featuring high-profile endorsements and captivating events.
Global ambassador Cai Xukun graced the cover of Billboard’s Global No. 1s series wearing the new collection, while Ning Yizhuo of Aespa appeared in a campaign video that garnered 439,000 views on Weibo. The brand’s allure extended beyond these moments, with local celebrities such as Tian Jiarui, Huang Jingyu, Hou Minghao, and Song Yi further amplifying the collection’s presence at prestigious events.
Loewe #
Loewe’s Christmas campaign combined festive charm with artisanal appeal, generating notable engagement on social media.
The house’s Weibo video garnered 34,000 views in 21 days, while the hashtag #LOEWE2024FestivalSelection# sparked 1,319 discussions and 1.49 million views. A pop-up at K11 Musea in Hong Kong, featuring bunny marshmallow hot chocolates and the Suna Fujita collaboration, further captured attention. The Kyoto-based ceramic studio has built a solid fanbase among Chinese consumers, with #sunafujita accumulating 2.5 million views on Xiaohongshu.
Prada #
Prada’s Christmas campaign spotlights its Holiday 2024 Collection through engaging digital campaigns featuring celebrity ambassadors. One dedicated Weibo video achieved 287,000 views, while the hashtag #pradaholiday2024 amassed 2.5 million reads on Xiaohongshu.
Highlights included ambassadors making festive treats, such as K-pop star Karina baking gingerbread cookies, seamlessly blending luxury with holiday cheer.
Miu Miu #
Miu Miu’s Weibo video featuring the 2024 Holiday Collection (#MiuMiu2024假日系列) captured attention in China, racking up an impressive 127,000 views.
However, the brand’s presence on Xiaohongshu has been minimal, with limited holiday-focused content. Despite this, photos of Miu Miu’s window displays in Milan delighted Chinese netizens and circulated widely across social media platforms.
Louis Vuitton #
Louis Vuitton’s Christmas campaign in China included a Weibo video with 77,000 views, promoting the festive season. On Xiaohongshu, the brand highlighted its #LVGiftgivingguide hashtag, which amassed 5.4 million reads, appearing across various holiday-themed videos.
Despite its subtle approach, the brand’s focus has largely been on the upcoming 2025 Takashi Murakami collaboration, with holiday content integrated into the broader campaign.
Gucci #
Unlike other luxury houses, Gucci actively promoted its Christmas-themed store windows on Xiaohongshu, showcasing locations in Chengdu, Shenzhen, Los Angeles, London, New York, and Milan.
The holiday campaign video on Weibo garnered 761,000 views, boosting the brand’s visibility. Additionally, the hashtag “Gucci Holiday Gift” (#古驰假日献礼) accumulated 750 million views, marking a strategic move to capitalize on the holiday gift-giving trend in China.