CNY campaigns: Who’s leading so far?

What happened With Chinese New Year just around the corner — it runs January 29 to February 12, ending with the Lantern Festival — luxury brands have begun piling in with their own themed activations. The Year of the Snake’s advent has seen several retailers roll out limited-edition drops and culturally-tuned campaigns aimed at connecting with Chinese consumers, locally and abroad. Notable launches so far include Thom Browne’s collaboration with the members of the Mola Oddity band; Maison Margiela’s snake-motif loungewear collection; Jaeger-LeCoultre’s Reverso Tribute Enamel “Snake” watch; Loewe’s capsule drop created in partnership with Chinese master artist Xiong Songtao; Qeelin’s 18K white and rose gold snake charms; and Nike’s custom “Serpent Spirit” outfits designed for athletes, including last year’s tennis breakout star Zheng Qinwen. The Jing Take Chinese New Year provides a unique and highly lucrative retail opportunity for brands looking to make inroads with shoppers. According to The Global Times, last year’s shopping festival saw online retail sales soar, reportedly reaching nearly 800 billion RMB ($112.4 billion) by February 17, almost 9% higher than in 2023. However, the landscape has grown increasingly competitive as brands jostle to capitalize on the holiday’s spending boom. For companies seeking to make a meaningful impact, differentiation and localization are key. Prada, for example, will launch its own Chinese New Year-inspired podcast series on January 6, where guests, including Wu Hung, a professor at the University of Chicago, artists Zhang Enli and Peng Wei, and Prada ambassador Jia Ling, will weigh in on discussions focused on the fields of art, architecture, and film. Coined “Speaking of The Snake,” the podcast will also invite speakers to explore the snake symbol from both Eastern and Western cultural perspectives. Burberry meanwhile has banked on the star power of actress and brand ambassador Zhang Jingyi, who features in the maison’s CNY campaign, to drive attention. On Weibo, the topic “Burberry 2025 CNY collection” (#Burberry2025新禧贺岁系列) has amassed 17.2 million views following the campaign’s release on December 6, with Zhang’s own post for the photoshoot accumulating over 104,000 reposts. Zegna has similarly tapped the cultural prowess of homegrown actor and brand ambassador Wu Lei, who features in the brand’s new Chinese New Year campaign. Loewe has also affirmed itself as a strong contender in the Chinese New Year retail race. Last year, the brand’s Year of the Dragon-inspired jade collection, created alongside master jade carvers Cheng Lei, Qiu Qijing, and Yin Xiaojin, struck a chord with local consumers, with netizens praising the label’s consistent efforts at bridging contemporary Spanish craftsmanship with the intricate age-old techniques of Chinese handiwork. As festivities heat up and China’s spending power shows signs of recovery, this Lunar New Year is primed to shape the country’s retail game in 2025. Brands that tap into the celebration early could be cashing in on good fortune all year long. 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.

CNY campaigns: Who’s leading so far?

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Published January 02, 2025

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CNY campaigns: Who’s leading so far?