Lunar New Year marketing—how to turn cultural nuances into meaningful campaigns

For billions of people, Lunar New Year is one of the most important holidays of the year. The tradition goes back thousands of years and holds deep-rooted significance for several East Asian and Southeast Asian cultures. Lunar New Year, also known as the Spring Festival, represents renewal, family and prosperity—values that accompany the Asian diaspora. For companies, it presents not only a valuable marketing opportunity but also a chance to understand and authentically connect with Asian American and Pacific Islander audiences. Lunar New Year—which falls on Jan. 29 and marks the Year of the Snake—is widely celebrated in China, Taiwan, Vietnam, South Korea, Malaysia, Singapore and several other countries, as well as by these communities abroad. Although most sources agree that the Lunar New Year originated in China, it has spread to several other cultures whose traditions have taken on some of the local color. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today In China, the holiday is called Chunjie and traditionally lasts 15 days (although the public holiday is eight days long). Vietnam’s “Tết” lasts seven days, and South Korea’s “Seoullal” is three days. In China and Vietnam, it is customary to give red envelopes containing money to children and unmarried adults as a symbol of good luck and to ward off evil spirits. In Korea, the envelopes are white. Koreans and Vietnamese also often wear traditional dress (hanbok and ao dai, respectively). It’s common to wear red (the color for good fortune) in China. However, Lunar New Year traditions share these similarities: Family and togetherness Family is one of the most important values in many Asian cultures, and that’s especially emphasized during Lunar New Year celebrations. One of the main traditions is for family members to gather, no matter how far spread they are, which is why Lunar New Year is one of the busiest travel seasons in countries that celebrate it. Respecting ancestors The importance of family goes beyond those who are living; it extends to one’s entire family tree. Families will typically have an altar for their ancestors with offerings of food. Renewal Similar to the Western New Year, the Lunar New Year represents a fresh start. Cleaning the house thoroughly symbolizes the removal of bad luck from the previous year and the welcoming of good fortune for the coming year. It’s no secret that Asian Americans and Pacific Islanders are a significant consumer group. AAPI consumers possess $1.3 trillion in spending power, but they are also sensitive to authentic representation: 64% said they would stop buying from brands that devalue their community. Considering that Lunar New Year marks such a significant tradition for many Asian cultures, it also presents an excellent opportunity for brands to authentically connect with AAPI consumers. Brands should note that the AAPI experience in the United States isn’t necessarily the same as in their homelands. This community is also incredibly diverse, so brands shouldn’t be afraid of highlighting elements unique to each culture. Whether that’s special edition Lunar New Year products and packaging or developing community goodwill through sponsored cultural events, brands need to make sure they understand that AAPI audiences are not a monolith. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today Authentic Lunar New Year marketing strategies include: Work with creatives and creators from different communities Each culture has its unique spin on Lunar New Year. Brands can work with creators and creatives from Chinese, Vietnamese and Korean communities to highlight their unique traditions and who can speak authentically about their importance. Embrace diversity and inclusivity with culturally specific elements The term Lunar New Year is inclusive of the many different cultures that celebrate the holiday. Despite that, many representations of the holiday—including red envelopes, lanterns, zodiac animals—tend to skew toward Chinese culture. Brands that include cultural nuances—such as white envelopes for Korean culture—in special-edition products, packaging and celebrations, will show that they understand and embrace the AAPI community. Turn Lunar New Year into a celebratory event Lunar New Year celebrations have become very common in the United States. Brands can lean into the festivities by throwing their own events, such as having lion dance performances—meant to expel evil spirits and attract good luck for the coming year—or working with grassroots community organizations on authentic partnerships. Include streaming The AAPI community streams more content than any other demographic, with YouTube as the No. 1 streaming platform. This can help identify channels on which brands should be advertising, as well as creators and influencers with whom they should partner. Lunar New Year is an important date on many marketing calendars—but it should not be the only time brands try to connect with AAPI consumers who value authenticity and inclusion. According to Nielsen, AAPI audiences are “the most likely to buy from brands that feature someone from their identity group in ads.” A Lunar New Year campaign is only one cultural touchpoint. Whether that’s advertising that shows sensitivity and understanding of the diversity of Asian cultures, working with authentic AAPI creators or partnering with community organizations, brands need to embrace AAPI inclusion and diversity all year round. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

Lunar New Year marketing—how to turn cultural nuances into meaningful campaigns

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