Aligning Chinese New Year with China’s new forces of change

China is rapidly evolving, and that means brands must rethink well-worn strategies for the country’s biggest holiday, Chinese New Year.

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...

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