Did you know?
Weāre counting down to the Year of the Dragon!
The date of the Chinese New Year varies each year because it follows the cycles of the moon, but it typically falls between January 21 and February 20.
This year it falls on the 10th of February and will celebrate entering into the Year of the Dragon.
Although you might be more familiar with the name Chinese New Year, this period marks a festival observed by various East Asian cultures, including China, Vietnam and Korea. The name of the festival differs but typically translates to āLunar New Yearā, or āSpring Festivalā.
What is the Year of the Dragon?
Each year in the lunar calendar is associated with one of the 12 animal signs of the Chinese zodiac. These animals are Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, and Pig. The animal that corresponds to a particular year is believed to influence the characteristics and events of that year.
The Year of the Dragon holds great significance in Chinese culture, symbolizing strength, power, and good fortune.
Historically revered as a symbol of the emperor, the dragon adds an extra layer of significance and excitement to the Lunar New Year celebrations, with people embracing the promise of a year filled with bold opportunities and positive transformations.
In the Chinese Five Elements theory, each zodiac sign is also associated with one of the five elements: Wood, Fire, Earth, Metal, and Water.
Wood is the element linked to the dragon this year, which signifies renewal, growth, adaptability, and a connection to nature.
How do FMCG brands celebrate?
Lunar New Year is a huge opportunity in the East Asian countries that celebrate it. The festive period represents 18% of annual FMCG spend in China Mainland, and 14% in Vietnam.
In the rest of the world, this well known festival can be used as a great marketing opportunity for FMCG brands to connect with a diverse audience, differentiate themselves in the market, and build strong relationships with their audience.
Through themed promotions and products and culturally aware marketing initiatives, brands can drive their visibility and their sales.
In recent years, Coca Cola have been praised for their animated Lunar New Year advertsĀ and limited edition packaging.
Starbucks also created limited edition merchandise for the Year of the Rabbit, which was released in the US as well as various East Asian countries.
It's essential to be aware of cultural nuances and make informed decisions that reflect a genuine appreciation for the traditions associated with the celebration, rather than stereotyping or appropriating.
What can your brand do for the Year of the Wood Dragon?
You might think the Lunar New Year isnāt relevant to your brand, but here are some helpful insights that might spark some different activation ideas.
Many brands already utilise Limited Edition Packaging or merchandise. Create special Chinese New Year themed packaging for your products, incorporating traditional symbols and the Year of the Dragon motif to attract attention.
Family gatherings and reunions are a key part of the festival.Ā Create a bundle deal for products associated with family get togethers.
Spring Cleaning is another focus in preparation for the Lunar New Year.
Share virtual spring cleaning tips through your social media channels; offering advice on decluttering and refreshing spaces for the new year.
Community Events Sponsorships are a great way to keep it authentic.Ā
Support local Chinese New Year events or parades in your community through sponsorship.
Take inspiration from East Asian consumers and trends in your category.Ā
Are there key differences in how Chinese consumers use products in your category? This could offer a great chance to educate UK consumers.
If celebrating the Lunar New Year aligns with your brand's voice, it can be different, meaningful and engaging to consumers.
However, if it doesn't resonate authentically, consider other events throughout the year where your brand can really shine.
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