HSBC: #ThisIsMyCNY: A Fresh Perspective on Chinese New Year Traditions

HSBC, a bank, launched a documentary series on Facebook Stories in China that followed millennials leading up to Lunar New Year.

Market Situation

Millennials in Hong Kong are sometimes unfairly perceived as having a lackadaisical outlook towards traditions. But, in truth, millennials care a lot; they just have their own way of showing it. In fact, the modern world calls for us to keep our minds open, as families, these days, define their own way to celebrate. And HSBC understands that, in Chinese culture, it's not what you say, it's what you do that matters most. So this year, to celebrate Lunar New Year 2019, HSBC has taken a walk in the shoes of a millennial to tell a truly modern-day...

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