Chinese New Year’s tastiest brand collabs

Though Lunar New Year arrives next week, with celebrations culminating in the Lantern Festival on February 12, brands have been embracing the festivities over the past couple of months. On WeChat, vibrant Year of the Snake mini-program campaigns have been launched by the likes of Rimowa, Louis Vuitton, Bulgari, and Balenciaga, all created by Chinese company F(x)lab. On Xiaohongshu (also known as RedNote), netizens have been sharing photos of Dover Street Market’s convenience store in London, a collaboration with Taiwanese restaurant-karaoke chain Bao. Meanwhile, Rémy Martin’s artist-driven CNY projects have been amplifying engagement for the brand. From luxury alcohol to bao buns, here’s our verdict on some of this week’s delicious Lunar New Year collaborations. Rémy Martin x Huang Yuxing Details: Two expressions, XO and 1738 Accord Royal, in boxes designed by Chinese artist Huang Yuxing, December 2024 Social context: On Xiaohongshu, the Remy Martin brand hashtag has 341,100 reads, and Huang Yuxing’s (黄宇兴) has 1.5 million reads. Verdict: Leveraging Huang Yuxing’s unique artistic vision, steeped in classical Chinese elements, the boxes deftly integrate the symbolism of the serpent with Rémy Martin’s heritage and craftsmanship. By deploying visually striking activations and interactive experiences in key international airports, the campaign maximizes visibility among a high-value, transient audience while enhancing the consumer journey with gamified and personalized elements that blend tradition with modernity. The vibrant, collectible designs of the limited-edition Rémy Martin XO and Club aim to attract younger, trend-conscious consumers while maintaining appeal among established cognac aficionados. Bao x Dover Street Market Details: Convenience Store pop-up installation and exclusive designer collaborations, January 16 Social context: On Xiaohongshu, #doverstreetmarket has 1 million reads, while #bao has 1.1 million, and #baolondon has 6,400. Verdict: Bao’s Convenience Store pop-up skillfully blends Asian cultural elements with contemporary fashion and culinary creativity, reflecting the vibrancy of Lunar New Year celebrations. The reimagining of Asian convenience store aesthetics offers an immersive experience that evokes nostalgia while presenting a fresh, innovative take on cultural traditions. The event showcases a well-curated selection of exclusive merchandise and designer collaborations, such as Simone Rocha’s snake-inspired necklaces and Carhartt WIP’s Lunar New Year-themed apparel. Hosting the event at Dover Street Market locations in London, Ginza, and Singapore enhances the initiative’s global impact. This partnership reinforces Bao as a dynamic cultural tastemaker and positions Dover Street Market at the intersection of cutting-edge fashion and art, extending Lunar New Year celebrations to international audiences. Louis XIII x Liu Li Hong Details: Limited-edition bottle, priced at $4,200, January 16 Social context: On Xiaohongshu, #LouisXIII has 667,800 reads and 11,200 followers. The collab hashtag has 18,000 views. Verdict: By seamlessly integrating luxury spirits with Chinese cultural motifs, the Louis XIII bottles demonstrate the brand’s deep understanding of consumer values and traditions, despite its foreign origins. China remains a crucial market for luxury Louis XIII cognac, with boutiques in multiple cities. The brand has also established flagship stores on JD.com, WeChat and Tmall, experiencing a surge in domestic spending following Covid-19, which has led it to prioritize efforts across the mainland. The high price point ensures the product is something to be cherished by discerning consumers. Additionally, the bottles' creator, Liu Li Lihong, a renowned artist from the mainland, is a leading figure in Chinese porcelain.

Chinese New Year’s tastiest brand collabs

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Published January 21, 2025

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Chinese New Year’s tastiest brand collabs