{"id":49438,"date":"2026-02-09T08:35:13","date_gmt":"2026-02-09T08:35:13","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49438"},"modified":"2026-02-09T08:35:52","modified_gmt":"2026-02-09T08:35:52","slug":"hema-lunar-new-year","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/","title":{"rendered":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0"},"content":{"rendered":"\n

Every Spring Festival these days comes with the same refrain: the New Year atmosphere feels thinner than it used to. As rituals simplify and family structures change, the weight once carried by fireworks, feasts and gift exchanges has shifted. New Year goods, long the most tangible expression of that festive mood, have suffered most. Too similar. Too performative. Too much effort for too little payoff.\u00a0Hema\u2019s (\u76d2\u9a6c) Lunar New Year campaign tackles that fatigue head-on. <\/p>\n\n\n\n

\"hema
Image: Freeze-framed from Hema’s CNY ad on Rednote<\/sub><\/figcaption><\/figure>\n\n\n\n

Rather than chasing sentimentality or symbolic overload, the retailer makes a quieter, more practical argument<\/strong>: New Year feeling comes from quality that actually shows up in daily life.\u00a0<\/p>\n\n\n\n

The campaign avoids the usual reunion tropes.<\/a> No tearful embraces, no overwrought voiceovers. Instead, Hema drops its products directly into familiar moments: pre-holiday stock-ups, time spent at home during the break, and the New Year\u2019s Eve dinner table. The message is blunt and readable: shop at Hema, and you\u2019re upgrading the Lunar New Year itself.\u00a0\u00a0\u00a0<\/p>\n\n\n\n

Hema and their Lunar New Year campaign<\/h2>\n\n\n\n
\n
\"hema<\/figure>\n\n\n\n
\"hema<\/figure>\n
Image: Freeze-framed from Hema’s CNY ad on Rednote<\/sub><\/figcaption><\/figure>\n\n\n\n

What\u2019s interesting is how Hema defines that upgrade. Adding more is split into two layers. The first is product-led. Through scenes built around health-focused selections, premium home banquets, global gift options and standout signature dishes, Hema positions itself as a supplier of genuinely better New Year goods, not novelty items dressed up in red packaging. <\/p>\n\n\n\n

The second layer is emotional, but without theatrics. By linking quality goods to realistic lifestyle needs \u2013 convenience, reliability, and taste \u2013 Hema<\/a> frames care as something functional rather than symbolic. Feeling looked after becomes part of the product experience, not a narrative overlay.\u00a0<\/p>\n\n\n\n

Operationally, the message is reinforced by execution<\/strong>. A synchronised New Year goods festival, 30-minute delivery via stores and front warehouses, and nationwide gift-box shipping address the logistical pain points that often drain the joy from holiday preparation. Hema\u2019s message is astute: if New Year goods work better, the New Year feels better. Less ritual inflation. More lived-in warmth.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Every Spring Festival these days comes with the same refrain: the New Year atmosphere feels thinner than it used to. As rituals simplify and family structures change, the weight once carried by fireworks, feasts and gift exchanges has shifted. New Year goods, long the most tangible expression of that festive mood, have suffered most. Too […]<\/p>\n","protected":false},"author":2,"featured_media":49439,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[62,48,51],"class_list":["post-49438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-news-marketing-branding","tag-occasions-chinese-new-year","tag-occasions-traditional-festivals","has-thumbnail"],"acf":[],"yoast_head":"\nHema is rewriting what good Lunar New Year goods look like \u00a0\u00a0<\/title>\n<meta name=\"description\" content=\"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0\" \/>\n<meta property=\"og:description\" content=\"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/\" \/>\n<meta property=\"og:site_name\" content=\"Dao Insights\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-09T08:35:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-09T08:35:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1013\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dao Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dao Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/\"},\"author\":{\"name\":\"Dao Team\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\"},\"headline\":\"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0\",\"datePublished\":\"2026-02-09T08:35:13+00:00\",\"dateModified\":\"2026-02-09T08:35:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/\"},\"wordCount\":354,\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg\",\"keywords\":[\"News - Marketing & Branding\",\"Occasions - Chinese New Year\",\"Occasions - Traditional Festivals\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/\",\"name\":\"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg\",\"datePublished\":\"2026-02-09T08:35:13+00:00\",\"dateModified\":\"2026-02-09T08:35:52+00:00\",\"description\":\"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#primaryimage\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg\",\"width\":2560,\"height\":1013},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/hema-lunar-new-year\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/daoinsights.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"name\":\"Dao Insights\",\"description\":\"News, trends, and case studies from China\",\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/daoinsights.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\",\"name\":\"Dao Insights\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"width\":2400,\"height\":2400,\"caption\":\"Dao Insights\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\",\"name\":\"Dao Team\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0","description":"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/","og_locale":"en_US","og_type":"article","og_title":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0","og_description":"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.","og_url":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/","og_site_name":"Dao Insights","article_published_time":"2026-02-09T08:35:13+00:00","article_modified_time":"2026-02-09T08:35:52+00:00","og_image":[{"width":2560,"height":1013,"url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg","type":"image\/jpeg"}],"author":"Dao Team","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Dao Team","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#article","isPartOf":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/"},"author":{"name":"Dao Team","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978"},"headline":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0","datePublished":"2026-02-09T08:35:13+00:00","dateModified":"2026-02-09T08:35:52+00:00","mainEntityOfPage":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/"},"wordCount":354,"publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"image":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg","keywords":["News - Marketing & Branding","Occasions - Chinese New Year","Occasions - Traditional Festivals"],"articleSection":["News"],"inLanguage":"en-US","copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/daoinsights.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/","url":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/","name":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0","isPartOf":{"@id":"https:\/\/daoinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#primaryimage"},"image":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg","datePublished":"2026-02-09T08:35:13+00:00","dateModified":"2026-02-09T08:35:52+00:00","description":"Hema have launched a Lunar New Year campaign that reframes the frustrating moments of Spring Festival. Here's how.","breadcrumb":{"@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#primaryimage","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-09-at-15.26.38-scaled.jpg","width":2560,"height":1013},{"@type":"BreadcrumbList","@id":"https:\/\/daoinsights.com\/news\/hema-lunar-new-year\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/daoinsights.com\/"},{"@type":"ListItem","position":2,"name":"Hema is rewriting what good Lunar New Year goods look like \u00a0\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/daoinsights.com\/#website","url":"https:\/\/daoinsights.com\/","name":"Dao Insights","description":"News, trends, and case studies from China","publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daoinsights.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daoinsights.com\/#organization","name":"Dao Insights","url":"https:\/\/daoinsights.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","width":2400,"height":2400,"caption":"Dao Insights"},"image":{"@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978","name":"Dao Team"}]}},"_links":{"self":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/49438","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/comments?post=49438"}],"version-history":[{"count":0,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/49438\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media\/49439"}],"wp:attachment":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media?parent=49438"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/categories?post=49438"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/tags?post=49438"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}