{"id":49141,"date":"2026-01-15T05:20:29","date_gmt":"2026-01-15T05:20:29","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49141"},"modified":"2026-01-15T05:20:34","modified_gmt":"2026-01-15T05:20:34","slug":"how-are-foreign-brands-marketing-the-2026-lunar-new-year","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/how-are-foreign-brands-marketing-the-2026-lunar-new-year\/","title":{"rendered":"How are foreign brands marketing the 2026 lunar new year?\u00a0"},"content":{"rendered":"\n

With the Year of the Horse approaching, brands both domestic and foreign are gearing up with campaigns. There is heaps going on, so instead of plugging a news item on each we\u2019ve rounded up highlights of the best <\/a>marketing work foreign brands are doing for the 2026 lunar new year\u00a0\u00a0<\/p>\n\n\n\n

Voices from sports are coming through strong, as is the luxury market<\/a>. A fourth instalment from Marshall\u2019s CNY push also ties a neat rhythm to the Chinese new year. We suspect there\u2019ll be part two of this to come in a few weeks, but for now, here\u2019s what\u2019s popping off.\u00a0\u00a0<\/p>\n\n\n\n

Foreign brands in the 2026 lunar new year<\/h2>\n\n\n\n

Nike: \u2018Unbridled\u2019 energy, performance-first symbolism <\/h4>\n\n\n\n
\"\"
Image: Rednote\/Nike<\/sub><\/figcaption><\/figure>\n\n\n\n

Nike\u2019s (\u8010\u514b)Year of the Horse campaign frames the zodiac as a mindset: breaking limits, not just buying gifts. The Unbridled collection blends horse imagery with sports like running, basketball and street dance, layering Eastern motifs onto familiar Nike tech.  <\/p>\n\n\n\n

Nike has long anchored its message in the struggles and breakthroughs of athlete stories<\/a>, and here it does the same. The idea being to drive home a motivational message with a CNY look.\u00a0\u00a0<\/p>\n\n\n\n

RIMOWA: Peking opera meets modern travel poetry<\/h4>\n\n\n\n
\"\"
Image: Rednote\/RIMOWA<\/sub><\/figcaption><\/figure>\n\n\n\n

Luxury travel and suitcase brand,  RIMOWA, leans into a different cultural tack by pairing brand friend Greg Hsu (\u8bb8\u5149\u6c49)with Peking opera artist Geng Qiaoyu (\u803f\u5de7\u4e91) to revive tangma <\/em>(\u8d9f\u9a6c) \u2013 a stylised galloping horse stage technique.  <\/p>\n\n\n\n

The result is a campaign about movement, imagination and the romance of travel. For a product offering, they\u2019re swimming against the traditional current<\/strong>. Instead of releasing a red colourway, they\u2019ve opted to go for a soft-mist blue, sticking to their guns when it comes to sophistication.\u00a0\u00a0<\/p>\n\n\n\n

On: local language built around the small moments <\/h4>\n\n\n\n
\"foreign
Image: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n

On\u2019s (\u6602\u8dd1) CNY story is particularly sharp because it starts from a behavioural insight: young consumers don\u2019t necessarily want grand narratives \u2013 they want control over their own pace. Their campaign \u2013 titled New Year, Your Own Rhythm<\/em> (\u65b0\u5e74\uff0c\u81ea\u6709\u8282\u594f)\u2013 reframes the holiday as a time to choose your own personal tempo.  <\/p>\n\n\n\n

It then cleverly plays on the Chinese phrase \u2018\u9a6c\u4e0a\u2019 (lit. right away\/on horseback) to paint a picture of the brand in CNY clothes: the return home, looking up at fireworks mid-run, hiking with parents. Its product design follows that restraint, using earth tones and subtle motion cues rather than loud zodiac graphics. <\/p>\n\n\n\n

Lanc\u00f4me: borrowed cultural capital  <\/h4>\n\n\n\n
\"foreign
Image: Rednote\/\u5170\u853bLANCOME<\/sub><\/figcaption><\/figure>\n\n\n\n

Lanc\u00f4me\u2019s (\u5170\u853b) collaboration with Xu Beihong Art Foundation (\u5f90\u60b2\u9e3f\u827a\u672f\u57fa\u91d1) is a classic luxury move: translate national cultural assets into gift giving desirability. Referencing the famed modern Chinese painting Flying Horse <\/em>(\u5929\u9a6c), they create symbolic legitimacy while keeping the product centre stage.\u00a0\u00a0<\/p>\n\n\n\n

Packaging is key here: a keepsake element is added to the traditional box through cut outs, embossing and trims of gold.  <\/p>\n\n\n\n

Marshall: Local creator collaboration as a long-term ritual <\/h4>\n\n\n\n
\"foreign
Image: Rednote\/Marshall\u9a6c\u6b47\u5c14<\/sub><\/figcaption><\/figure>\n\n\n\n

Marshall\u2019s (\u9a6c\u6b47\u5c14) campaign works because it doesn\u2019t pretend to be traditional. Instead, it translates the zodiac into the brand\u2019s modern, native language: rock energy, instinct, volume.\u00a0\u00a0<\/p>\n\n\n\n

Partnering with Chinese artist FCCK gives the visual system authenticity, and the limited products they\u2019re offering new life as a canvas for expression. The more strategic element is continuity: they\u2019ve been running the Chinese-artist collaboration method for four years now, positioning it as a part of the holiday ritual.  <\/p>\n\n\n\n

Foreign brands and the 2026 lunar new year: the takeaways <\/h4>\n\n\n\n

It seems this year is less about what you might call doing the zodiac<\/em> and more about proving cultural knowledge. <\/strong>The strongest campaigns aren\u2019t just leaning on motifs, they\u2019re playing at emotional and cultural elements that feel true to the festival.\u00a0\u00a0<\/p>\n\n\n\n

In other words, they\u2019re not using the horse imagery as a creative brief. Instead, it\u2019s a cultural framework \u2013 one that gives brands a chance to speak with consumers on a deeper level, and demonstrate cultural fluency.  <\/p>\n","protected":false},"excerpt":{"rendered":"

With the Year of the Horse approaching, brands both domestic and foreign are gearing up with campaigns. There is heaps going on, so instead of plugging a news item on each we\u2019ve rounded up highlights of the best marketing work foreign brands are doing for the 2026 lunar new year\u00a0\u00a0 Voices from sports are coming […]<\/p>\n","protected":false},"author":2,"featured_media":49148,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","footnotes":""},"categories":[6],"tags":[62],"class_list":["post-49141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nHow are foreign brands marketing the 2026 lunar new year?<\/title>\n<meta name=\"description\" content=\"Foreign brands are rolling out their 2026 Lunar New Year campaigns. 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