How luxury brands can avoid mis-stepping during China’s year of the rat

Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.

Chinese New Year (CNY) is arguably the biggest festival tradition in Chinese culture, and, as such, it is a key event for the luxury category and especially the family gifting business. The sense of local pride and national sentiment that has recently ballooned in China should not to be taken lightly when devising campaign strategies for the New Year.

The burning topic for any marketing team working with the leading brands in the luxury industry has to be the Year of the Rat, and how best to approach it without making cultural missteps and unintentionally causing major, and potentially lasting,...

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