Smart approaches to occasion marketing
This article is part of a series of articles on smart approaches to occasion marketing. Read more.
It’s easy to forget that Chinese New Year (CNY) as we now know it in China – a two week long holiday – has only existed for 20 years. In 1999, to transform a nation of savers into consumers, the government gave the obsessively hard-working people a mandatory break so everyone can pause to savour the fruit of their labour and be with their families.
China was a completely different nation in 1998: China’s per capita...