{"id":49239,"date":"2026-01-26T08:40:07","date_gmt":"2026-01-26T08:40:07","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49239"},"modified":"2026-01-26T08:40:13","modified_gmt":"2026-01-26T08:40:13","slug":"what-are-chinese-brands-doing-for-the-lunar-new-year","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/what-are-chinese-brands-doing-for-the-lunar-new-year\/","title":{"rendered":"What are Chinese brands doing for the Lunar New Year?\u00a0"},"content":{"rendered":"\n

The Lunar New Year is something of a sporting season for Chinese brands. Businesses compete for attention in every way possible: wordplay, chaos, cultural remixing, and offline experiences built for Douyin and Rednote. <\/p>\n\n\n\n

From malls turning bathrooms into galleries to beauty brands going full abstract meme mode, this year\u2019s campaigns show one thing clearly: the Year of the Horse isn\u2019t about symbolism. It\u2019s about shareability<\/strong>.\u00a0<\/p>\n\n\n\n

Five Chinese brands and their Lunar New Year campaigns <\/h2>\n\n\n\n

Xixi Incity (\u897f\u6eaa\u5370\u8c61\u57ce): Turning the mall into an art scavenger hunt<\/h3>\n\n\n\n
\"\"
Image: Rednote\/\u6768\u8c46\uff08\u4e0d\u8ba4\u771f\u51cf\u8102\u7248\uff09<\/sub><\/figcaption><\/figure>\n\n\n\n

Hangzhou\u2019s Xixi Incity mall is an interesting case for offline-to-online marketing. To get people through the doors and spending, they\u2019ve turned the mall into an art gallery. Its Lunar New Year project scatters installations across escalators, corridors, and even bathrooms. The centerpiece: a 20-metre spring couplet draped across the atrium.  <\/p>\n\n\n\n

They\u2019ve designed all of this with social media in mind and added to the obvious photogenic appeal by setting the stunt up as an easter egg hunt: head out into the mall and see what you can find. Pop-ups are coming too. The idea is to turn the mall into a content machine, then make sales off the feet it brings through the door.  <\/p>\n\n\n\n

Kans (\u97e9\u675f): Beauty advertising goes unhinged for Ma Sichun <\/h3>\n\n\n\n
\"chinese
Image: Rednote\/KANS\u97e9\u675f<\/sub><\/figcaption><\/figure>\n\n\n\n

Kans has crowned actress Ma Sichun its Year of the Horse global partner \u2013 then refused to act like a normal beauty brand. Instead of luxury vibes, it dropped an absurdist short video built on rapid-fire puns and a catchy soundtrack.  <\/p>\n\n\n\n

The ma <\/em>(\u5417, horse) wordplay turns sensory attack, engineered for reposting. The campaign also comes with a Suzhou museum tie-in gift box, using heritage-inspired design to give the chaos a premium aftertaste.  <\/p>\n\n\n\n

Yili (\u4f0a\u5229): \u2018Searching for Ma Yili\u2019 turns gift giving into a punchline <\/h3>\n\n\n\n
\"chinese
Image: Rednote\/\u4f0a\u5229<\/sub><\/figcaption><\/figure>\n\n\n\n

Yili \u2013 a well-known Chinese dairy brand<\/a> \u2013 have taught a Lunar New Year\u2019s masterclass in leaning into the internet\u2019s suggestions. They literally hired actress Ma Yili after online hype demanded it. Their CNY short film follows Li Xian and Ma Sichun on a comedic mission to find Ma Yili.\u00a0\u00a0<\/p>\n\n\n\n

Wrapped up in the film are all sorts of messages about Yili being the perfect gift for Lunar New Year: supermarket scenes and on-set gags keep the tone light, but strategy is sharp: activate dialogue between consumer and brand, then let social media do the talking.\u00a0\u00a0<\/p>\n\n\n\n

Wugumofang (\u4e94\u8c37\u78e8\u623f): A soap-opera wellness drama <\/h3>\n\n\n\n
\"chinese
Image: Rednote\/\u4e94\u8c37\u78e8\u623f<\/sub><\/figcaption><\/figure>\n\n\n\n

Wugumofang has wrapped their health food in drama. Literally. They made a mini-drama titled A 70-year-old CEO hands the family business to me, the farmer <\/em>(70 \u5c81\u9738\u9053\u603b\u88c1\u628a\u5bb6\u4e1a\u4ea4\u7ed9\u4e86\u79cd\u5730\u7684\u6211). The plot centres around an iron-fisted chairwoman as family members fight over an inheritance. The twist is the inheritance turns out to be a Wugumofang wellness gift box.  <\/p>\n\n\n\n

They don\u2019t take themselves too seriously. They bake in nutritional claims and crack jokes. In the end, it works because the ad doesn\u2019t pretend to be subtle. The closing frames even feature a fourth wall break: \u2018Wait, this was an ad?\u2019 <\/p>\n\n\n\n

LABELHOOD (\u857e\u864e): \u2018Fresh clothes, furious horse\u2019 as fashion philosophy <\/h3>\n\n\n\n
\"chinese
Image: Rednote\/\u857e\u864e<\/sub><\/figcaption><\/figure>\n\n\n\n

LABELHOOD\u2019s New Year campaign takes the Year of the Horse in a more poetic direction, but keeps things modern. Built around the phrase \u2018Fresh clothes, furious horse,\u2019 (\u9c9c\u8863\u6012\u9a6c) their push channels youthful momentum.  <\/p>\n\n\n\n

The visuals blend ink-wash aesthetics with AI-assisted imagery: sharp red-white contrasts, deliberate negative space, and clothing captured in motion. It\u2019s less about festive clich\u00e9s and more about identity, movement and ambition \u2013 a message aimed squarely at China\u2019s design-forward youth.  <\/p>\n","protected":false},"excerpt":{"rendered":"

The Lunar New Year is something of a sporting season for Chinese brands. Businesses compete for attention in every way possible: wordplay, chaos, cultural remixing, and offline experiences built for Douyin and Rednote.  From malls turning bathrooms into galleries to beauty brands going full abstract meme mode, this year\u2019s campaigns show one thing clearly: the […]<\/p>\n","protected":false},"author":2,"featured_media":49245,"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-49239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nWhat are Chinese brands doing for the Lunar New Year?<\/title>\n<meta name=\"description\" content=\"Chinese brands ramp up advertising ahead of the Lunar New Year. 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