What happened
On January 31, Michael Kors premiered its 2024 Chinese New Year special short film, “Carry Your True Self,” featuring performances by singer Mika, model Zhao Jiali, and Liu Fanqi.
The film takes a distinctive approach to conventional Lunar New Year ad shorts by employing a bold and incisive creative angle, capturing the inner emotional landscape of contemporary youth as they embark on their festival holidays.
In this cinematic piece, the lens zeroes in on the rooms of three young individuals with diverse identities. As they prepare to reunite with family for the traditional festival, they unpack unnecessary burdens from their bags, shedding labels such as “aloofness,” “empty fame,” “busy individuals,” “emotional stability,” and “unnecessary obligations.” Choosing to liberate themselves from societal pressures, the protagonists opt for a more authentic and carefree return home.
The Jing Take
Traditionally, Chinese New Year is considered a prime occasion for brands to establish connections with the Chinese market. However, in the increasingly competitive landscape of festival marketing, the challenge lies in crafting ideas that not only resonate with consumers but also maintain the brand’s unique identity.
The evolving attitudes of Chinese youth towards traditional festivals, exemplified by Chinese New Year, are evident. Although the holiday provides a brief hiatus from daily routines and the embrace of familial warmth, going home also entails navigating complex social dynamics. In a society characterized by high expectations and low employment rates, these intricacies can induce anxiety and stress, adding layers of complexity to the festive season.
Notably, young people are showing more enthusiasm for globalized celebrations, such as New Year’s Eve and Halloween, which are far removed from China’s social pressures.
In Michael Kors’ case, its Chinese New Year advertisement stands out for its genuine portrayal of the emotions young people experience during this traditional festival. Through the nuanced message of “Carry Your True Self,” the brand encourages a more relaxed approach to the holiday, which allows it to resonate with Chinese young generations.
Recently, Michael Kors has been proactive in reshaping its brand image and fostering a dialogue with young consumers. Beyond the Chinese New Year campaign, the brand’s announcement of actor and singer JC-T as its Greater China ambassador reflects a commitment to strengthening ties with the country’s younger demographic.
Featuring young luminaries like singer Mika and supermodels Zhao Jiali and Liu Fanqi in the short film underscores the brand’s effort to foster consumer outreach via celebrity appeal, leveraging the influence of Chinese social media to amplify the film’s impact among younger generations.
Amid the plethora of Chinese New Year brand marketing campaigns, Michael Kors’ short film distinguishes itself through its departure from conventional luxury brand practices during traditional festivals.
The creative work not only embodies the brand’s youthful and individualistic ethos but also demonstrates Michael Kors’ nuanced understanding of the modern Chinese context and market. Consistently providing contemporary youth with attention and encouragement, the brand reaffirms its position as a key player in China's luxury market.
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.