Digital marketing during Chinese New Year

chinese new year

Before explaining about digital marketing during Chinese New Year, what is Chinese New Year ? Lunar New Year falls on February 12 this year as we bid farewell to the Year of the Rat and usher in the Year of the Ox.It is most festive time of the whole year for Chinese.

“The ox, in Chinese culture, is a hardworking zodiac sign. It usually signifies movements so, hopefully, the world will be less static than last year and get moving again in the second half of the year after the pandemic.Ox is the symbol of diligence.

Lunar New Year preparations during Covid-19

The pandemic has forced many to change the way they celebrate Lunar New Year.

In China, many preparations and celebrations are expected to be done virtually as the government has asked its citizens not to travel home to prevent the spread of Covid-19.
In response, some tourist sites are offering free entry for those forced to spend the holiday away from their families. Meanwhile, companies have launched tools for people to have a “cloud lunar new year,” providing everything from virtual markets to conference tools for online reunion dinners.

But no matter how one celebrates, there’s a lot of preparation involved if you want to follow the Lunar New Year according to traditions.

To know more about the main traditions:

It begins about a week ahead of the new year.On the 26th day of the last lunar month — February 7 this year — festive cakes and puddings are made which means growth for the next year.

The big cleansing is done on the 28th day, which is February 9 this year.

Lunar New Year fortune banners are hung on the 29th day, February 10.Normally, Lunar New Year fairs will be set up during the last days of the lunar year, most selling trinkets and flowers for the new year.

But because of the pandemic, many cities have downsized or canceled their festivities.

The year usually wraps up with a big family reunion dinner on Lunar New Year’s Eve, which falls on February 11 this year.

The menu is carefully chosen to include dishes associated with luck, including fish (the Chinese word for it sounds like the word for “surplus”), puddings (symbolizes advancement) and foods that look like gold ingots (like dumplings).After the feast, families will stay up past midnight to welcome in the new year.

The entire festival lasts 15 days

Though many Western nations refer to the Lunar New Year/Spring Festival holiday as Chinese New Year, bear in mind it’s celebrated not just in Chinese communities all over the world but other Asian nations such as Vietnam and South Korea.

Countries that observe Lunar New Year often offer three to seven days of public holidays but celebrations aren’t complete until the 15th day of the first lunar month, also known as the Lantern Festival. (Lunar New Year in 2021 lasts from February 12 to February 26.)

Families tend to have different sets of rules and traditions, but most will bless each other with auspicious words like “san tai gin hong” or “shen ti jian kang” (wish you good health).

During normal times, when people aren’t in lockdown, they’re expected to visit relatives and friends during the festival — except for the third day of the month. Day three of Lunar New Year (which falls on Valentine’s Day this year) is named chi kou, or red mouth.

What you need to know about digital marketing during Chinese New Year ?

For brands, Chinese New Year is one of the most important times for marketing and advertising to Chinese audiences, as Chinese New Year gives us the much anticipated permission to shop for gifting, for self-upgrading, or, for no obvious reason at all. So every Chinese New Year, advertisers battle it out for Chinese consumers’ attention. This year is no different. 

For Chinese people, giving red packets with “Lucky Money” inside and sending good wishes is at the top of the must-do list during Chinese New Year. 

In 2014, WeChat first launched a function allowing users to send digital red packets with real money via WeChat chats. It soon transformed the way of red packet giving. Now led by WeChat and Alipay, almost all main social media platforms allow users to send digital red packets to each other. How to open a WeChat official account?

Brands, too, have adopted digital red packets as an essential marketing tactic. This year WeChat opened access for brands to customise their digital red packet design, which has attracted a wide range of brands including most famous fashion brands to launch their own digital red packets for the Chinese audience on WeChat.

Digital red packets are a great way to engage with your Chinese audience, offering them cultural relevance as well as brand-specific communication. If you want to know more about digital marketing during Chinese New Year, do not hesitate to ask us. Our Chinese team will be happy to share more with you!

Emotion Digital wish you all a happy New Year ! Health and prosperity!Happy New Year of the Ox!

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