{"id":49489,"date":"2026-02-16T08:01:54","date_gmt":"2026-02-16T08:01:54","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49489"},"modified":"2026-02-16T08:01:59","modified_gmt":"2026-02-16T08:01:59","slug":"rio-chinese-new-year","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/rio-chinese-new-year\/","title":{"rendered":"RIO\u2019s Chinese New Year campaign is a quiet rebellion against China\u2019s drinking culture\u00a0"},"content":{"rendered":"\n

For a low-alcohol drink, RIO put out a Chinese New Year campaign with quite a burn. Not on the back of the throat, but on China\u2019s banquet drinking culture. It\u2019s a move to appeal to a younger Chinese audience \u2013 a segment not overly keen on the boozy rituals of their elders.  <\/p>\n\n\n\n

Anyone who\u2019s spent a stint in China will likely know what this means: drinking in toasts over a detonated dinner of gnawed bones, bottles and the table-rested heads of anyone unable to keep up. It often involves spirits and pressure to drink them. Gen Z consumers can likely avoid this kind of session for most of the year, but during festival season, it\u2019s hard to swerve. And this is where RIO steps in.  <\/p>\n\n\n\n

The RIO Chinese New Year Campaign: What did they do? <\/h2>\n\n\n\n
\"rio
Image: Rednote\/\u706b\u5f88\u53cd<\/sub><\/figcaption><\/figure>\n\n\n\n

They\u2019ve run a campaign that pokes fun at these norms, and the brands that dominate the conversation. RIO bought up billboard space next to household brands\u2019 ads in subway stations around China, then used their space to comment directly on the rival brand\u2019s promise. Slogans like \u2018I\u2019m not lowering my glass for anyone.\u2019 (\u6211\u624d\u4e0d\u6bd4\u8c01\u7684\u9152\u676f\u66f4\u4f4e) and \u2018I\u2019ll sit at the kids\u2019 table.\u2019 (\u6211\u505a\u5c0f\u5b69\u90a3\u684c) poked gentle fun at big-name baijiu brands. The lines offer up a light-hearted refusal, rather than a hard no. <\/em> <\/p>\n\n\n\n

Next to a Budweiser ad that ran the line \u2018The Year of the Horse gives you something to strive for.\u2019<\/strong> (\u9a6c\u5e74\u6709\u5954\u5934) RIO countered with: \u2018Tomorrow\u2019s promises aren\u2019t as good as today\u2019s sweetness\u2019 (\u6765\u5e74\u7684\u5954\u5934\uff0c\u4e0d\u5982\u73b0\u5728\u7684\u751c\u5934).\u00a0\u00a0<\/p>\n\n\n\n

The RTD revolution <\/h2>\n\n\n\n
\"rio
Image: Rednote\/RIO\u9510\u6fb3\u9e21\u5c3e\u9152<\/sub><\/figcaption><\/figure>\n\n\n\n

As an RTD option, they\u2019re expertly placed to run with this message. RTD, or light-alcohol drinks is a segment that\u2019s growing in popularity in China. Last year Mixue Bingcheng invested heavily in a beer brand on the expectation that low-alcohol drinks are one of the last segments of China\u2019s alcohol market with decent growth potential. <\/p>\n\n\n\n

China\u2019s RTD alcoholic beverages market was valued at around US$1.7 billion in 2024 and is projected to reach about US$2.7 billion by 2035<\/a>, implying a steady annual growth rate of roughly 4.5%, though other reports put that growth rate as high as 10%<\/a>. Even China\u2019s legacy liquor brands are shifting focus to this segment.<\/a>   <\/p>\n\n\n\n

The trend comes from Gen Z \u2013 a generation that, much like in the west, look to health and fitness or activities as ways to socialise rather than getting drunk.<\/strong> When they do drink, they don\u2019t go in for high-alcohol content. Drinks that boast a novelty content like boozy variations on fruit teas, or drinks where the alcohol is masked by softer flavours are preferred.\u00a0\u00a0<\/p>\n\n\n\n

Why the RIO Chinese New Year campaign matters now <\/h2>\n\n\n\n
\"rio
Image: Rednote\/\u5566\u5566\u5566\u54e6\u54e6\u54e6<\/sub><\/figcaption><\/figure>\n\n\n\n

RIO aren\u2019t the only brand that plays on the trials of festival season. Nike have had a crack at family pressures and Hema have attempted to take on festive fatigue<\/a>. These campaigns from RIO hit on something broader: an apathy for the tight rules and traditions that govern Chinese New Year.  <\/p>\n\n\n\n

It\u2019s a young thing. You don\u2019t see legacy Baijiu brands pulling down norms, because their customers are the ones those norms work for \u2013 an older generation that largely believe the young should respectfully drink up. It\u2019s a complex social duel. RIO\u2019s campaign works because it doesn\u2019t exacerbate this conflict. Actually, it tries to de-escalate it. Marketing to Gen Z at this time of year seems less and less to be about persuading them to do something, and more about giving them permission not to. <\/p>\n","protected":false},"excerpt":{"rendered":"

For a low-alcohol drink, RIO put out a Chinese New Year campaign with quite a burn. Not on the back of the throat, but on China\u2019s banquet drinking culture. It\u2019s a move to appeal to a younger Chinese audience \u2013 a segment not overly keen on the boozy rituals of their elders.   Anyone who\u2019s spent […]<\/p>\n","protected":false},"author":2,"featured_media":49496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","footnotes":""},"categories":[6],"tags":[69,62],"class_list":["post-49489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nA RIO Chinese New Year campaign defies China\u2019s drinking culture<\/title>\n<meta name=\"description\" content=\"For Chinese New Year, Rio has given consumers permission to push back against the norms of Chinese drinking culture in a billboard campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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