Although China uses the Gregorian calendar, the dates of traditional holidays are based on the lunisolar calendar. The lunar new year is a few weeks off from the Gregorian one. Especially in Southeast Asia, it is a time of grand celebration and exchanging gifts. Seeing the potential profit, brands release limited holiday editions of their products. A common theme is the Chinese zodiac sign for the year. Below is a selection of Chinese New Year 2023 campaigns for the Year of the Rabbit.
Chinese New Year 2023 – the Year of the Rabbit
The Year of the Rabbit begins on January 22, 2023. The Chinese New Year celebrations, also known as the Spring Festival, end with the Lantern Festival on February 5. In Chinese tradition, the rabbit symbolizes longevity and elegance. People born in the Year of the Rabbit expect a lot from themselves and perform well in a business environment.
The Chinese celebrate the Spring Festival by:
- deep house cleaning and decorating
- worshiping ancestors
- enjoying a festive family meal
- exchanging gifts
- setting off fireworks and firecrackers.
Chinese New Year 2023 campaigns
After Christmas and New Year, stores, especially in Asia, launch collections for the Chinese New Year. Each Lunar New Year is a chance to boost sales. Limited collections include not only holiday cards or seasonal gifts but also luxury goods, cosmetics, tableware, and toys.
The Chinese zodiac is a repeating cycle of 12 years. Therefore, a different animal is the main theme for each year and repeats only every 12 years. The holiday color is always red, which in the Chinese tradition symbolizes success and happiness. One of the customs is to wear new red clothes for Spring Festival. That is why many clothing brands release holiday collections in red.
See what global brands have prepared for the Chinese New Year 2023.
1. Swarovski for the Year of the Rabbit 2023
Jewelry manufacturer Swarovski has launched a special collection for the Spring Festival 2023. It includes, for example, a gold-plated necklace with a bunny and a carrot with Swarovski crystals (RMB 1450, or USD 165). Mahjong players can also enjoy the collection and purchase rose gold-plated earrings with dragon tiles characters (RMB 1450; USD 165) or a bracelet with a single dot tile-like element (RMB 1650; USD 185).
2. Breguet for the Spring Festival 2023
Breguet is an exclusive Swiss watch brand. Instead of traditional indices, the limited model (8 pieces) of the classic line has six jumping bunnies of white 14K gold. The case is studded with 88 diamonds. Both the alligator leather strap and dial are blue.
3. Moschino for CNY 2023
Which cartoon character would be a better mascot for the Year of the Rabbit if not Bugs Bunny? Designer Moschino’s collaboration with Warner Bros resulted in a limited collection of clothing and accessories featuring this character. The special collection consists of over 20 items, from T-shirts (HKD 5,300; USD 295) to leather jackets (HKD 21,000; USD 2,695). Black, red, and gold colors are used in the collection.
4. Calvin Klein for Lunar New Year 2023
Another designer who launched a collection for Spring Festival is Calvin Klein. The new collection includes underwear and clothing (jeans for RMB 1690 or USD 249, tracksuits for 1290 RMB or USD 190, sweaters for 1590 RMB or USD 235) with a rabbit theme and the number 2023. The colors are pink, vibrant red, gold, and blue. The brand encourages consumers to upload photos of purchased products with the description 兔do____in #mycalvins. It is a play on words; 兔 is the Chinese character for rabbit, pronounced like “to.” In addition, the brand has established cooperation with the cartoon “一人之下,” whose characters appear on holiday cards.
5. Chinese New Year 2023 campaigns – Burberry
It is a no-brainer that the main theme of the Burberry collection (over 90 models) for Chinese New Year 2023 is a rabbit. It repeats on fabrics, is embossed on bags and similar accessories, and meshed into the fashion house’s logo. The main colors are black, white, red, and light pink. The brand released unique accessories such as a hat with long bunny ears and a bunny key chain. The price of a women’s jacket is RMB 26,000 (USD 3250), a scarf is RMB 5,400 (USD 620), and a handbag is RMB 17,900 (USD 2250). The men’s collection includes a wool and cashmere fleece-covered backpack with bunny ears for RMB 13,500 (USD 1750). A children’s tracksuit set costs RMB 7,300 (USD 890), and a cap with ears costs RMB 2,500 (USD 290).
6. Nike for the Spring Festival 2023
Nike has released collections for Chinese New Year every year since 2002. The limited edition for the Year of the Rabbit 2023 includes several dozen products, from shoes to sportswear. The main theme includes rabbits, carrots, and fur. Right before the Chinese New Year, Nike will release 5,000 unique pairs of Air Jordan 1 Low for sale.
7. Lego for the Year of the Rabbit 2023
This is not the first time Lego releases special Chinese New Year sets. Each contains several hundred blocks and is suitable for persons over eight years of age. You can purchase the Lunar New Year Parade (USD 129,99), Lunar New Year Display (USD 89,99), and last year’s Lunar New Year Traditions (discount price USD 63,99). The sets are great educational toys to expand knowledge of Chinese New Year traditions.
8. Barbie for the Spring Festival 2023
The biggest toy manufacturer by revenue, Mattel, which owns Barbie, released a special Lunar New Year Barbie model. Just like last year, the doll was designed by Chinese designer Guo Pei. One Barbie costs USD 80, and every consumer can purchase up to three Barbies. Royal blue outfit, inspired by Qing dynasty clothing, features golden dragons.
9. Starbucks for CNY 2023
Starbucks released a holiday collection of 24 products. The main theme is a cute white rabbit. The following are available for sale:
- rabbit “bearista” bear key chain (HKD 180; USD 23)
- snow globe (HKD 195; USD 25)
- tumbler (HKD 220-280; USD 28-35)
- kettle (HKD 290; USD 37)
- cup with a straw (HKD 150; USD 19).
10. Chinese New Year 2023 campaigns – Bang & Olufsen
Bang & Olufsen is a Danish brand specializing in audio equipment production. Its limited collection is inspired by the Silk Road in China. Five products (portable speakers, headphones, and earbuds, the price ranging from USD 279 to USD 3499) were launched in colors “lunar red,” “jade green,” and “gold tone.”
11. L’Oréal for CNY 2023
For the Spring Festival, the cosmetics brand L’Oréal Paris released a set of cosmetics in a Chinese New Year’s graphic design. The edition is limited, and prices vary depending on the size of the set. The cheapest set of eight beauty products costs RMB 409 (USD 60), and the most expensive (twelve beauty products) costs RMB 759 (USD 112). The set includes a personalized holiday card. But there is more to the promotional campaign. There is also a live broadcast event where brand ambassador Yang Caiyu shares her beauty tips.
Promotional campaigns for the Chinese New Year 2023
When establishing a branch in a foreign country or another continent, you must adapt to the local market. The Chinese New Year’s advertising campaign will succeed if you do market research first. Use traditional symbols wisely and establish cooperation with Chinese influencers, celebrities, and artists. It will expand your potential customer base.
If you are exporting to China, think carefully about your Chinese New Year strategies. If you are an importer, keep in mind that the Spring Festival holiday period means factories shut down in China.