{"id":15506,"date":"2022-02-25T15:22:00","date_gmt":"2022-02-25T15:22:00","guid":{"rendered":"https:\/\/daoinsights.com\/?p=15506"},"modified":"2022-06-13T09:04:21","modified_gmt":"2022-06-13T09:04:21","slug":"tremendous-2022-must-have-insights-from-chinese-new-year","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/exclusives\/tremendous-2022-must-have-insights-from-chinese-new-year\/","title":{"rendered":"Tremendous 2022: Must-have insights from Chinese New Year"},"content":{"rendered":"\n<figure class=\"wp-block-embed alignfull is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Tremendous 2022: Must-have insights from Chinese New Year\" src=\"https:\/\/player.vimeo.com\/video\/684633119?dnt=1&amp;app_id=122963\" width=\"520\" height=\"293\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/exclusives\/chinese-new-year-and-its-evolving-traditions-in-modern-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chinese New Year<\/a>, the largest celebration in China, is not only an immense opportunity for Chinese people to gather together for a feast with their loved ones but also a huge chance for brands to authentically <strong>integrate Chinese culture into their creative work in order to connect and resonate with their audience<\/strong>.<\/p>\n\n\n\n<p>Every year, brands face creative competition during this crucial time because this is a date that both homegrown and global brands have long marked out in their marketing calendar for their culture-focused <a href=\"https:\/\/daoinsights.com\/works\/the-5-most-creative-chinese-new-year-campaigns-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chinese New Year campaigns<\/a>. Before we dive into the brands\u2019 campaigns, let\u2019s talk about what the new trends are, that marketers should know for the festival.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>Chinese New Year is a huge chance for brands to integrate Chinese culture into their creative work in order to connect and resonate with their audience.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"CK9UzDke0A\"><a href=\"https:\/\/daoinsights.com\/works\/three-scroll-stopping-campaigns-in-celebration-of-the-chinese-new-year-of-the-tiger\/\">Three scroll-stopping campaigns in celebration of the Chinese New Year of the Tiger<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Three scroll-stopping campaigns in celebration of the Chinese New Year of the Tiger&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/works\/three-scroll-stopping-campaigns-in-celebration-of-the-chinese-new-year-of-the-tiger\/embed\/#?secret=30pmbleo1I#?secret=CK9UzDke0A\" data-secret=\"CK9UzDke0A\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Beijing Winter Olympics &#8211; The biggest surprise of Chinese New Year<\/strong><\/h3>\n\n\n\n<p>While 1 February marked the first day of Chinese New Year, and with it a two-week-long holiday, the opening ceremony of <a href=\"https:\/\/daoinsights.com\/news\/chinas-digital-battle-intensified-as-athletes-gear-up-for-the-winter-olympics\/\" target=\"_blank\" rel=\"noreferrer noopener\">the 2022 Beijing Winter Olympics<\/a> was set to begin on 4 February. It is the only time in history where Chinese New Year and the Winter Olympics have coincided.<\/p>\n\n\n\n<p>To make the celebration more joyous, Beijing 2022 will launch a special \u201cSpring Festival\u201d edition of <a href=\"https:\/\/daoinsights.com\/news\/bing-dwen-dwen-a-panda-mascot-that-becomes-a-smash-hit-at-the-winter-olympics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bing Dwen Dwen<\/a>, after<strong> the chubby panda mascot became a smash hit at the Winter Olympics<\/strong>. Hundreds of people queued for hours in the harsh winter in Beijing to get the plush toy. Restrictions on the number of purchases of the mascot per person were soon introduced amid the buying frenzy, and some have been reselling online for hundreds of dollars, showing a wide craving for the ice-glazed toy.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"uVDCDbHb09\"><a href=\"https:\/\/daoinsights.com\/news\/bing-dwen-dwen-a-panda-mascot-that-becomes-a-smash-hit-at-the-winter-olympics\/\">Bing Dwen Dwen: a panda mascot that becomes a smash hit at the Winter Olympics<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Bing Dwen Dwen: a panda mascot that becomes a smash hit at the Winter Olympics&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/bing-dwen-dwen-a-panda-mascot-that-becomes-a-smash-hit-at-the-winter-olympics\/embed\/#?secret=le5Bj6LKyE#?secret=uVDCDbHb09\" data-secret=\"uVDCDbHb09\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>Restrictions on the number of purchases of the mascot per person were soon introduced amid the buying frenzy.<\/p><\/blockquote><\/figure>\n\n\n\n<p>Apart from celebrating the Winter Olympics, watching <a href=\"https:\/\/daoinsights.com\/news\/jd-com-named-the-exclusive-interactive-partner-of-chinas-spring-festival-gala-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">the Chinese New Year gala<\/a> with family on Chinese New Year&#8217;s eve is another way to take the festive atmosphere to new heights.<\/p>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/news\/poetic-dance-taps-into-chinese-culture-and-wins-wide-appeal\/\" target=\"_blank\" rel=\"noreferrer noopener\">A poetic dance<\/a> performed during the Chinese New Year gala went viral on social media for its synthesis of an in-depth understanding of Chinese history and stunning visual presentation. The dance was inspired by one of the greatest ancient landscape paintings called \u201cA Thousand Li of Rivers and Mountains\u201d. It has been highly applauded on Weibo with <strong>over 430 million views under the hashtag #\u53ea\u6b64\u9752\u7eff <\/strong>(the name of the dance).<\/p>\n\n\n\n<p>This year, WeChat turns out to be the biggest winner as <a href=\"https:\/\/daoinsights.com\/news\/over-120-million-tune-in-to-chinese-spring-festival-gala-via-wechat-channels\/\" target=\"_blank\" rel=\"noreferrer noopener\">over 120 million users<\/a> tuned in to the gala through WeChat Channels (a short video platform within WeChat), during the first-ever vertical screen livestreaming with more than 350 million online engagements.<\/p>\n\n\n\n<p>With WeChat taking such a stride, the other two leading short video platforms, Douyin and Kuaishou, also joined in on the festivities, introducing interactive games and opportunities to win digital red envelopes, to keep users entertained and engaged throughout. <\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>More than 50% of those who watched the gala via mobile phones were people under 30.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"3SnHwqyzyW\"><a href=\"https:\/\/daoinsights.com\/news\/over-120-million-tune-in-to-chinese-spring-festival-gala-via-wechat-channels\/\">Over 120 million tune in to Chinese Spring Festival Gala via WeChat Channels<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Over 120 million tune in to Chinese Spring Festival Gala via WeChat Channels&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/over-120-million-tune-in-to-chinese-spring-festival-gala-via-wechat-channels\/embed\/#?secret=RKx2rnyvvj#?secret=3SnHwqyzyW\" data-secret=\"3SnHwqyzyW\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>These features have made the traditional TV show more playful, and therefore, naturally catered to social media savvy users, especially the younger generation. It is reported that <strong>more than 50% of those who watched the gala via mobile phones were people under 30<\/strong>.<\/p>\n\n\n\n<p>Now it is time to showcase some of the best-in-class 2022 Chinese New Year campaigns and understand why they were such a huge success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Apple &#8211; A short film \u201cThe Comeback\u201d<\/strong><\/h3>\n\n\n\n<p>It has become a tradition for Apple to launch its Chinese New Year short film every year, which is something that the brand pours its heart and soul into. It is an inspiring campaign that gives hope to budding filmmakers who are pursuing their dreams but don\u2019t have the budget to buy professional equipment. All the footage in the short film was shot on iPhone 13 Pro and iPhone 13 Pro Max.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"UmElu753I7\"><a href=\"https:\/\/daoinsights.com\/works\/the-5-most-creative-chinese-new-year-campaigns-in-2022\/\">The 5 most creative Chinese New Year campaigns in 2022\u00a0<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;The 5 most creative Chinese New Year campaigns in 2022\u00a0&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/works\/the-5-most-creative-chinese-new-year-campaigns-in-2022\/embed\/#?secret=yrcvy8QVLs#?secret=UmElu753I7\" data-secret=\"UmElu753I7\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>The video resonates with the Chinese audience because it features hyper-local issues such as urbanisation.<\/p><\/blockquote><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=Me3PEs88pOU\">The story<\/a> is about a young man who is a stunt double and dreams of being behind the camera. He comes back to celebrate Chinese New Year and helps produce a short film of his hometown &#8211; a small village that looks like Mars. The villagers aim to make the village famous via the short film, in order to attract more tourists to see the natural beauty of this place. With everyone putting effort into the filmmaking process, they finally created the short film and also turned the forgotten village into an Internet sensation.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The video resonates with the Chinese audience because <strong>it features hyper-local issues such as urbanisation<\/strong> where young people tend to leave their hometowns and pursue their dreams in big cities in China. It also highlights the value of being together with family &#8211; one of the main aspects of Chinese New Year celebrations.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>McDonald\u2019s and Vans &#8211; exploring traditional ink painting<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/vimeo.com\/user117521000\" target=\"_blank\" rel=\"noreferrer noopener\">McDonald\u2019s one-minute campaign video<\/a> combines Chinese ink painting with modern fast food, showing the beauty of traditional Chinese culture and also tapping into <a href=\"https:\/\/daoinsights.com\/works\/guochao-the-chinese-brands-breaking-the-made-in-china-stereotype\/\" target=\"_blank\" rel=\"noreferrer noopener\">the Guochao trend<\/a>, which refers to a new mix of contemporary design and nostalgic cues.<\/p>\n\n\n\n<p>Collaborating with Shanghai Animation Film Studio, McDonald\u2019s campaign evokes old and young generations\u2019 memories of how they celebrate Chinese New Year, with most people going back to their hometowns which is usually located in China\u2019s countryside filled with natural beauty &#8211; swallows, plum trees, tadpoles and river shrimps, some of the things depicted in the ink painting animation.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>McDonald\u2019s one-minute campaign video shwos the beauty of traditional Chinese culture and also tapping into the Guochao trend. <\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"McDonald&#039;s Chinese New Year Campaign\" src=\"https:\/\/player.vimeo.com\/video\/674903790?dnt=1&amp;app_id=122963\" width=\"520\" height=\"293\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>It normally takes a long time to shoot an ink painting animation, with there being only 4 completed ones in China so far, due to its labour-intensive format. This shows McDonald\u2019s determination to strike a chord with local consumers.<\/p>\n\n\n\n<p>Similar to McDonald\u2019s campaign, <a href=\"https:\/\/daoinsights.com\/works\/three-scroll-stopping-campaigns-in-celebration-of-the-chinese-new-year-of-the-tiger\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vans<\/a> also featured ink painting design in its Year of Tiger collection. By collaborating with the contemporary Chinese artist Chen Yingjie this year, Vans continued its 10-year tradition of creating Chinese zodiac-related new drops. The brand has gone beyond \u201cpackaging its products with tiger motifs\u201d and decided to bring out the spirit that the animal symbolises. <\/p>\n\n\n\n<p>The new series, known as \u201cHungry Tiger\u201d, is inspired by the artwork titled \u201cStay Hungry\u201d. Delivering the spirits of being hungry for new challenges, not being afraid to break the stigma, and with the courage carried by a tiger, <strong>the campaign has showcased the individuality and a sense of rebellion<\/strong> that the foreign brand withholds.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Oppo and Loewe &#8211; tapping into traditional culture<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/works\/three-scroll-stopping-campaigns-in-celebration-of-the-chinese-new-year-of-the-tiger\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oppo<\/a>, a homegrown smartphone maker in China, has captured the Chinese love of red, and draped the colour into its New Year Edition Reno 7, reminding users of the year of the tiger with a small tiger logo etched on the back panel.<\/p>\n\n\n\n<p>However, simple visual changes to the product are far from satisfying the young generation of Chinese consumers. Thus, Oppo created limited edition gift boxes featuring the same red colour. In collaboration with Zhi Yu Ji \u7ec7\u7fbd\u96c6, a Chinese clothing brand specialising in the Han costume, the gift box contains a Han-style outfit in velvet red and a tiger-shaped pillow.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>The Han costume has been growing in popularity among today\u2019s Chinese Gen Z because of its elegant designs.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"15509\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-683x1024.jpg\" alt=\"\" class=\"wp-image-15509\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-683x1024.jpg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-200x300.jpg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-768x1152.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-1024x1536.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-400x600.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2-800x1200.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-2.jpg 1080w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"15508\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-1024x683.jpg\" alt=\"\" class=\"wp-image-15508\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-1024x683.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-300x200.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-768x512.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-1536x1024.jpg 1536w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-400x267.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1-800x533.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-1.jpg 1620w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"15507\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-683x1024.jpg\" alt=\"\" class=\"wp-image-15507\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-683x1024.jpg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-200x300.jpg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-768x1152.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-1024x1536.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-400x600.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3-800x1200.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/03\/OPPO-x-Zhu-Yu-Ji-3.jpg 1080w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption\">Credit: Zhi Yu Ji\/Weibo<\/figcaption><\/figure>\n\n\n\n<p>Both items have skilfully tapped into <a href=\"https:\/\/daoinsights.com\/works\/guochao-the-chinese-brands-breaking-the-made-in-china-stereotype\/\" target=\"_blank\" rel=\"noreferrer noopener\">the Guochao trend<\/a>. The tiger pillow is one of China\u2019s traditional folk handicrafts, carrying good wishes for safety and longevity. The Han costume worn by people in the Han dynasty has been growing in popularity among today\u2019s Chinese Gen Z because of its elegant designs. Not to mention that <strong>the Guochao wave undoubtedly fuelled the enthusiasm for this nostalgic costume<\/strong>. This exclusive offer to the Chinese market has borne fruit, with many impressed with the new look. In this trendy campaign, Oppo showcased their knowledge of more than just the festival but the market in general.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.instagram.com\/p\/CZbVCSMBqlX\/\" target=\"_blank\" rel=\"noreferrer noopener\">Loewe<\/a> is another brand that pays tribute to China\u2019s traditional culture during Chinese New Year &#8211; rich and diverse craft traditions. \u201cMarking an auspicious start to the Year of the Tiger, Loewe presents a festive campaign starring acclaimed pastry chef Mr. Zhu Limi \u6731\u5398\u7c73 and actor Leo Wu, who explore the unique art of crafting traditional dumplings for the Lunar New Year holiday,\u201d Loewe wrote on its official Instagram account.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"QVXCb37FnP\"><a href=\"https:\/\/daoinsights.com\/opinions\/will-european-luxury-brands-incorporate-guochao-the-same-way-they-did-with-japanese-pop-culture\/\">Will European luxury brands incorporate guochao the same way they did with Japanese pop culture?<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Will European luxury brands incorporate guochao the same way they did with Japanese pop culture?&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/opinions\/will-european-luxury-brands-incorporate-guochao-the-same-way-they-did-with-japanese-pop-culture\/embed\/#?secret=jyIrptQMEJ#?secret=QVXCb37FnP\" data-secret=\"QVXCb37FnP\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>By exploring traditional craftsmanship, the brand showcased the craftsman\u2019s expertise and is also <strong>helping the young Chinese audience learn more about their country\u2019s intangible cultural heritage<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gucci and Prada &#8211; raising awareness of tiger protection<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/news\/prada-gucci-raise-awareness-of-tiger-protection-as-the-chinese-year-of-tiger-approaches\/\" target=\"_blank\" rel=\"noreferrer noopener\">Prada and Gucci<\/a> decided to take its Chinese New Year campaigns one step further with a good cause by raising awareness to protect endangered tigers.<\/p>\n\n\n\n<p>In the name of \u201cPrada\u2019s Action in the Year of Tiger\u201d, the project aims to raise money for the \u201cWalking with Tiger and Leopard\u201d program that was initiated by the China Green Foundation. <strong>This has endeared consumers in China, who are also showing growing concern about the environment<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>The campaign has endeared consumers in China, who are also showing growing concern about the environment.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"MRob8qsQB5\"><a href=\"https:\/\/daoinsights.com\/news\/prada-gucci-raise-awareness-of-tiger-protection-as-the-chinese-year-of-tiger-approaches\/\">Prada &#038; Gucci raise awareness of tiger protection as the Chinese Year of Tiger approaches<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Prada &#038; Gucci raise awareness of tiger protection as the Chinese Year of Tiger approaches&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/prada-gucci-raise-awareness-of-tiger-protection-as-the-chinese-year-of-tiger-approaches\/embed\/#?secret=eftXBfWwA2#?secret=MRob8qsQB5\" data-secret=\"MRob8qsQB5\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>But the financial contribution is not the full story of Prada\u2019s campaign. They have also been involved in part of the project for an artwork competition, in which the brand has invited art students under-30 from universities in China as well as across the globe to enter with their creations under the theme of the tiger.<\/p>\n\n\n\n<p>With the competition bringing young talent together to act for the environment, Prada has got the ecological crisis call across, and moreover, <strong>the brand has the opportunity to build up relationships with young people<\/strong>; a consumer segment that many brands are keen to get more engagement with. By taking this internationally they have also managed to include others within the celebration and push their Chinese market-focused product line to a wider audience.<\/p>\n\n\n\n<p><a href=\"https:\/\/daoinsights.com\/news\/prada-gucci-raise-awareness-of-tiger-protection-as-the-chinese-year-of-tiger-approaches\/\" target=\"_blank\" rel=\"noreferrer noopener\">Another leading luxury brand Gucci<\/a> launched the Year of the Tiger collection, including ready-to-wear and accessories featuring the animal motif in various iterations. Under the theme of \u201cGucci Tiger\u201d, the brands\u2019 Chinese New Year campaign featured real tigers, which were shot separately from human models. In addition, through the campaign, Gucci emphasised its contribution to supporting wildlife as part of the Lion\u2019s Share Fund, which the brand joined in 2020, committing to protecting endangered species and their habitats.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>Many brands have promoted the universality of the Spring Festival range this year.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"cslen6qtDM\"><a href=\"https:\/\/daoinsights.com\/news\/valentinos-year-of-tiger-marketing-campaign-favoured-by-chinese-gen-z\/\">Valentino\u2019s Year of Tiger marketing campaign favoured by Chinese Gen-Z<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Valentino\u2019s Year of Tiger marketing campaign favoured by Chinese Gen-Z&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/valentinos-year-of-tiger-marketing-campaign-favoured-by-chinese-gen-z\/embed\/#?secret=0cWyTT30t0#?secret=cslen6qtDM\" data-secret=\"cslen6qtDM\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Prada, Gucci, and Loewe are not alone in their celebration of the Chinese New Year in the luxury industry. Louis Vuitton, <a href=\"https:\/\/daoinsights.com\/news\/valentinos-year-of-tiger-marketing-campaign-favoured-by-chinese-gen-z\/\" target=\"_blank\" rel=\"noreferrer noopener\">Valentino<\/a>, Dior, Burberry, Balenciaga, and <a href=\"https:\/\/daoinsights.com\/news\/how-cartiers-love-is-all-campaign-became-chinas-latest-online-sensation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cartier<\/a> also dropped their tiger-inspired collections and campaigns. Some of Dior\u2019s 2022 Year of the Tiger Spring Festival Limited Series available on its official website \u201csoon sold out\u201d, including a pair of earrings priced more than 10,000 RMB (\u00a31,170) and a men\u2019s collection zodiac scarf priced nearly 9,000 RMB (\u00a31,050).<\/p>\n\n\n\n<p>Each year brands come up with extraordinary Chinese New Year campaigns which never cease to amaze their audience. Whether it\u2019s Apple\u2019s inspiring short film, McDonald\u2019s and Loewe\u2019s exploration of traditional Chinese culture, or Prada and Gucci\u2019s ecological crisis call, many brands have promoted the universality of the Spring Festival range this year and they were able to strike a chord with their target audience. The secret lies in <strong>their respect and expertise in understanding the country\u2019s culture, history, and consumers<\/strong>.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chinese New Year, the largest celebration in China, is not only an immense opportunity for Chinese people to gather together for a feast with their loved ones but also a huge chance for brands to authentically integrate Chinese culture into their creative work in order to connect and resonate with their audience. Every year, brands [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[118],"tags":[120,39,131,68,62,63,48,51,12,28],"class_list":["post-15506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-exclusives","tag-exclusives-video-documentaries","tag-format-video","tag-gen-z","tag-industries-society-culture","tag-news-marketing-branding","tag-news-platforms","tag-occasions-chinese-new-year","tag-occasions-traditional-festivals","tag-platforms-wechat","tag-platforms-weibo","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tremendous 2022: Must-have insights from Chinese New Year<\/title>\n<meta name=\"description\" content=\"Chinese New Year 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