CNY 2026: How luxury brands turn tradition into engagement

The Chinese New Year marketing arena was once dominated by bright reds and zodiac motifs. Today, these symbols carry far deeper meaning. In the Year of the Horse, these codes are being reimagined through the craftsmanship of intangible cultural heritage, the sensibilities of contemporary art, and the warmth of community-driven engagement. Luxury brands are moving beyond the old marketing playbook, venturing into the deeper waters of Chinese culture and crafting campaigns defined by sincerity, depth, and cultural resonance. Tiffany On January 4, Tiffany launched its 2026 Chinese New Year campaign, featuring a Pegasus pattern inspired by a brooch by Nathalie Verdeille, chief artistic officer of jewelry and high jewelry, who drew inspiration from legendary designer Jean Schlumberger. The campaign spans HardWear, T, Knot, and Lock by Tiffany, with China house ambassador Tiffany Tang, China brand ambassador Wang Xingyue, and actress Ouyang Nana starring in complementary visuals. Offline, a Pegasus-shaped art installation at Shanghai’s Qiantan Taikoo Li blended Tiffany’s signature blue box with the Pegasus motif, adding to the festive atmosphere. By integrating the Pegasus across ads, celebrity lineups, and installations, Tiffany turned the Year of the Horse symbolism into a romantic blessing of “embarking on a new journey” while keeping gifting at the center of the campaign. Prada Prada centered its Chinese New Year campaign on the “Triangle Fire Horse” motif, featuring ambassadors Yang Mi and Ma Long in ads for the 2026 spring-summer collection. From January 22 to March 3, the installation will be displayed at Shanghai IFC, Prada Rong Zhai, and Chengdu IFS, with Prada Rong Zhai’s facade serving as a projection screen through February 14. This will be followed by the “Prada Fire Horse Fair” during the Lantern Festival from February 28 to March 3, featuring games, dining, and amusement. By merging its iconic triangular logo with the Fire Horse imagery, Prada updates tradition with modern vitality. That visual language is reinforced through activations across three sites, positioning the holiday as an immersive, community-focused experience. Balenciaga Themed “Warmth and Hope,” Balenciaga’s holiday advertisement was shot by photographer John Yuyi in Shanghai and captures familiar scenes such as sugar-coated hawthorns and red lanterns. Brand friends Yang Chaoyue, Chen Feiyu, and Ma Sichun, along with content creators Tan Suan and JM, appear in the campaign, showcasing a range of pieces including ready-to-wear, accessories, charms, the Le City East-West Year of the Horse limited-edition handbag, and footwear in exclusive colorways. Through the campaign, Balenciaga brings the holiday atmosphere into urban settings. The ads avoid grand narratives, instead capturing fragmented, relaxed moments of young urbanites. This approach aligns with contemporary youth culture, resonating on social media and driving market buzz. Qeelin Qeelin teamed up with global brand ambassador Wang Chuqin to present its Chinese New Year campaign, “Journey of Qi Through the Drums.” The film traces the roots of the Majestic Drums and Gongs of Southern Shanxi (Jinnan Weifeng Luogu), a 4,000-year-old, nationally recognized form of intangible cultural heritage from Shanxi province. Wang Chuqin is shown atop mountain peaks and inside workshops, participating in drumhead stretching and inscribing the Wulu symbol. By linking the symbolism of fortune and prosperity associated with its Wulu collection to the energizing spirit of drum performance, Qeelin celebrates China’s rich cultural heritage. The narrative highlights not only the aesthetics of its jewelry but also the brand’s commitment to engaging younger audiences in the cultural relay. Miu Miu This year, Miu Miu continues its Chinese New Year brand IP, “Miu Miu Encounters,” with its second short film, The Encounter. Directed by emerging Chinese filmmaker Gu You and shot at the Gongwang Art Museum in Hangzhou, the film features brand ambassadors Lexie Liu and Zhao Jinmai moving through a serene, modernist space, infusing the New Year narrative with a restrained, poetic sensibility. Beyond the screen, Miu Miu brings the campaign to Shanghai’s historic Donghu Road, activating three real-life gathering spots — Fufu Shanghai, Blaz, and Sugar Plum — with festive lights, interactive experiences, seasonal menus, and limited-edition offerings. A signature light art installation along the street, open through March 3, transforms the neighborhood into an immersive environment, while musician Lexie Liu extends the campaign’s emotional resonance with a second original single, “Chun.” Zegna Zegna presents its 2026 Chinese New Year curated selection, inspired by the horse, a symbol of nobility, courage, and resilience. The Il Conte jacket features a lining with galloping horses against mountainous landscapes, while Triple Stitch Secondskin shoes and cashmere accessories complement the understated luxury of the collection. On January 16, Zegna announced actor William Chan as its global brand ambassador, who closed the Winter 2026 fashion show embodying the house’s “old money” elegance and generating strong digital buzz. By placing the horse motif discreetly in the jacket lining, Zegna honors Chinese culture while maintaining the integrity of Italian tailoring, seamlessly merging festive symbolism with the brand’s signature aesthetic. Valentino From January 16 to 18, Valentino staged the “Illuminate Your Dream” lantern fair at Shanghai Tianhou Palace, blending traditional lantern craftsmanship with contemporary light and shadow art. Celebrities including Sun Li, Yang Zi and Lareina Song attended, while artists Wentao Li and Xu Mingyu interpreted the Year of the Horse through a dialogue between intangible cultural heritage and modern artistic expression. Curated with guidance from X Zhu-Nowell of the Rockbund Art Museum, the event transformed the 1884 temple into an immersive New Year garden featuring interactive craft experiences such as paper cutting, sugar painting, and Spring Festival couplet writing. Valentino positioned itself as a thoughtful curator, creating a platform where historic space, contemporary creativity, and heritage craftsmanship converged, turning cultural respect into a shareable, experiential celebration. Celine On January 8, Celine unveiled its Chinese New Year campaign, inspired by the folk tradition of wishing trees. Photographer Kin Chan Coedel captured a nature-inspired evergreen in Lijiang adorned with thousands of Celine scarves, while Zhong Lin’s character-driven visuals featured global ambassador Liu Shishi, bringing the collection to life with wearable storytelling. The campaign merges Celine’s classic scarves with the ritual of New Year blessings, transforming accessories into vessels of hope and creating a poetic, interactive brand experience. Across 2026 Chinese New Year campaigns, leading brands —from Celine to Valentino and Qeelin — have shifted focus from storytelling alone to designing meaningful points of interaction, turning festive blessings into a dialogue that connects with the next generation of consumers.

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CNY 2026: How luxury brands turn tradition into engagement