Top 5 Iconic Lunar New Year Marketing Campaigns in Asia
- Arthur S.
- Dec 1, 2025
- 8 min read
Updated: Feb 8
Get ready for a thrilling Lunar New Year as brands across East and Southeast Asia shine with digital marketing brilliance! This festive season, Tết Nguyên Đán or the Spring Festival, offers extraordinary opportunities for businesses to capture audiences through influencer marketing on TikTok, YouTube, and Instagram, emphasizing cultural sensitivity and storytelling over mere festive hues. Explore the vibrant Asia-Pacific market with insights from five standout campaigns, uncovering savvy social media strategies and collaborations with top marketing agencies to create unforgettable brand experiences.
Marketing During Lunar New Year: A Snapshot of Asia's Booming Market
Lunar New Year: A Time of Booming Consumer Spending
Lunar New Year remains a golden opportunity for brands across Asia to capture consumer attention, especially in countries like China and Vietnam. In January 2024, Vietnam’s Tết sales were expected to reach 524.1 billion VND ($21.47 billion), marking an 8.1% increase from the previous year (Source: VietnamPlus). Similarly, China saw a 30% rise in tourism revenue during the 2023 Lunar New Year, totaling 375.8 billion yuan ($52.7 billion) (Source: China Daily). These numbers highlight the enormous potential for brands to engage with consumers during this festive period.
A Shift in Strategy: Caution and Creativity in 2025
However, the momentum began to cool after its 2023 peak. Campaign volume dipped to 20.66M in 2024, followed by a significant drop to 10.27M in 2025, reflecting a more cautious approach from brands. This decline suggests a shift toward selective spending and more focused communication rather than mass saturation. Even with fewer large-scale campaigns, the opportunity remains strong for brands that combine cultural relevance with strategic creativity to stand out during Vietnam’s most important holiday. Companies like Apple and Burberry are leading the way by blending cultural sensitivity with innovative marketing tactics, proving that even in a cautious market, there’s still room for creative success.
Top 5 Successful Lunar New Year Campaigns in Asia
1. BMW CHINA - "Project Jupiter"
Category: Beverage
Notable Activities:
14-minute mockumentary titled "Project Jupiter"
Collaboration with celebrities, influencers, and notable figures
Full campaign rollout across cinema, online TV, social media, and dealerships
Development of red-themed Lunar New Year decorations and merchandising packs
Embracing Tradition with ‘Project Jupiter’
BMW China’s “Project Jupiter” taps into the superstition of Ben Ming Nian, the zodiac year that recurs every 12 years and is believed to bring uncertainty. In 2024, the Chinese New Year campaign embraced the Year of the Dragon, leveraging BMW’s own "birth" in this zodiac year to create a culturally immersive and playful narrative. Instead of avoiding the superstition, BMW creatively wove it into a humorous, engaging campaign that resonated deeply with its audience, blending tradition and modern marketing in a memorable way.
The Red Luck Theory and Cultural Connection
At the heart of the campaign is the Red Luck Theory, rooted in the belief that wearing red brings good fortune. BMW took this tradition further by transforming its headquarters, production lines, and even employee attire into a sea of red, reinforcing the theme of luck and joy. Through red-themed decorations for dealerships and consumers, BMW blended cultural respect with modern marketing, showcasing how brands can effectively merge tradition with contemporary storytelling to resonate deeply with local audiences.
2. UNILEVER VIETNAM - "Lam Ban Gieo Hy Vong"
Category: FMCG
Notable Activities:
Tết music video "Mai! Má về" featuring renowned artists
Community program "Spring Bus – Hope 2024" bringing workers home for Tết
OMO's Lunar New Year Campaign: Spreading Hope with 'Getting Dirty'
For the Year of the Dragon, OMO continued its well-known "Ngại gì lấm bẩn" (Don't fear getting dirty) spirit with a heartfelt Tết music video titled "Mai! Má về". Featuring celebrated artists like People's Artist Bạch Tuyết, People's Artist Việt Anh, Hòa Minzy, and Hứa Kim Tuyền, the video embraces Southern Vietnamese culture with touching lyrics that reflect traditional values, spreading the message of perseverance and hope.
Detailed Analysis: From Music to Meaningful Community Action
OMO expanded their Lunar New Year marketing campaign with the community initiative "Spring Bus – Hope 2024", partnering with Thanh Niên Newspaper and the Youth Worker Support Center in Ho Chi Minh City. This program successfully brought 1,500 workers home to celebrate Tết across 14 provinces. The campaign also extended to TV programs like "Hope 2024" on VTV, which shared inspiring stories of overcoming adversity, alongside interactive activities like the "Hope with AI" contest and card games to engage the public in spreading positivity.
3. DBS SINGAPORE - "Huat is in the Air"
Category: Bank
Notable Activities:
Limited-edition Huat Eau De Parfum distribution (2,500 bottles).
Integration with DBS’s popular QR Ang Bao digital gifting feature.
Blending Tradition with a Fresh Scent of Prosperity
DBS Bank’s Huat Eau De Parfum campaign is a creative response to the evolving nature of Lunar New Year gifting in the digital age. Partnering with The Secret Little Agency (TSLA) and Oo La Lab, DBS launched a limited-edition perfume inspired by the crisp scent of freshly-minted banknotes and festive red packets. Designed to spread prosperity and "huat" (good fortune), the perfume adds a novel sensory layer to the bank’s already popular QR Ang Bao feature, where users can digitally send money in place of traditional red packets.
Adding a Sensory Experience to Digital Gifting
DBS's campaign successfully connects tradition with modern digital convenience by addressing one of the concerns of digital gifting: the absence of physical sensations. The Huat Eau De Parfum, with its notes of aldehydes, ink, and musk, mirrors the scent of fresh money and red packets, bridging this gap. Customers can add a spritz of this fragrance to their QR Ang Bao, elevating the digital gifting experience while maintaining cultural relevance. The scent, available through pop-up events and ATMs, further strengthens DBS's position in blending tradition with innovative banking solutions, offering customers an exciting and nostalgic way to celebrate Lunar New Year.
4. FENDI x Pokémon CHINA
Category: Luxury Fashion
Notable Activities:
Collaboration with Fragment and Pokémon franchise.
Launch of products featuring Pokémon dragon-like creatures.
Integration of virtual and physical assets in Pokémon Go.
Fendi’s 2024 Chinese New Year Campaign: A Playful Fusion of Nostalgia and Modernity
Fendi embraced East Asia’s "meng (萌)" culture, which celebrates cuteness, with a modern twist on traditional dragon imagery. The campaign aimed at connecting with Gen-Z consumers by incorporating animated, game-inspired dragon-like creatures. Fendi kicked off its Lunar New Year marketing on social media platforms as early as mid-December, bringing a fresh and playful approach to the festivities.
A Blend of Cuteness, Collaboration, and Influencer Marketing
In 2024, Fendi creatively fused playful design with luxury by collaborating with Fragment, founded by Hiroshi Fujiwara, and the iconic Pokémon franchise. The collection featured beloved Pokémon characters—Dragonite, Dragonair, and Dratini—on Fendi’s signature handbags, T-shirts, and plush toys. This collaboration tapped into the Anime, Comics, and Games (ACG) market, resonating with China’s Gen-Z by blending nostalgia with modern gaming culture.
To amplify the campaign, Fendi leveraged influencer marketing by involving newly appointed hashtag FendiAmbassador Song Yuqi and Luo Yizhou, who visited the FendiFRGMTPokemon pop-up store in Chengdu, Taikoo Li. Their presence helped drive social media buzz, boosting engagement with younger audiences. The campaign also incorporated Pokémon Go digital assets, seamlessly merging virtual and physical experiences. With over 140 million reads on the hashtag FendiFRGMTPokemon by January 2024, the campaign successfully captured the attention of young consumers, combining influencer marketing, cultural nostalgia, and luxury fashion.
5. TIGER MALAYSIA - "It's the year of the Tiger - Make it yours"
Category: Automotive
Notable Activities:
3D Tiger display on LED screens at Pavilion Mall, Kuala Lumpur (Malaysia)
Collaboration with global ambassador Son Heung-min
Launch of NFT collection and AR experiences
Localized events and installations across multiple countries
Global Brand Ambassador: Son Heung-min’s Role in Tiger Beer’s Campaign
At the start of 2022, Tiger Beer announced Son Heung-min as its Global Brand Ambassador. As Asia’s new football hero, Son represents young people who dare to dream big, take risks, and never give up. His partnership with Tiger Beer inspires individuals to overcome their fears and unleash the "inner tiger" within them, encouraging them to pursue their ambitions in the Year of the Tiger.
Localizing Malaysia’s Culture and Community Engagement
Tiger Beer localized its Lunar New Year ads by incorporating Malaysian culture through activities like the 3D tiger display in Kuala Lumpur, live music, and interactive games such as "Swipe & Win" and "Find the Tiger." The campaign also used augmented reality (AR) to let visitors engage with a virtual tiger and send personalized New Year greetings.
To further appeal locally, Tiger Beer collaborated with Malaysian artists for "Roar Together" art installations across eight locations, featuring Malayan Tiger sculptures to raise awareness about wildlife conservation. Additionally, they launched an NFT collection in partnership with Pestle & Mortar Clothing, with 30% of the proceeds supporting local street artists and musicians.
This campaign successfully blended digital innovation with cultural relevance, highlighting community engagement and conservation efforts. Tiger Beer’s Lunar New Year ads celebrated the Year of the Tiger while strengthening its connection to Malaysian culture and audiences.
Conclusion
In conclusion, Lunar New Year marketing offers a huge opportunity for global brands to captivate Asian audiences with creativity and cultural nuance. By skillfully merging traditional elements with modern trends like gaming, nostalgia, and influencer collaborations, brands such as Fendi and Tiger Beer have successfully engaged with younger, affluent consumers. These campaigns go beyond mere celebration, establishing deeper cultural connections and showcasing the vast growth potential that awaits in the Asian market during this festive season.
Frequently Asked Questions (FAQs)
Why do many brands launch special campaigns during Lunar New Year (Spring Festival)?
Lunar New Year, celebrated across many Asian countries, holds deep cultural meaning tied to family reunions, renewal, and good fortune. These values make people more emotionally receptive to festive messaging, gifts, and special purchases. Brands tapping into these sentiments with relevant campaigns can build stronger emotional resonance and brand affinity. As a result, the holiday becomes a major seasonal opportunity for consumer spending and brand‑driven engagement. (Source: CleverTap)
What marketing strategies tend to work especially well for Lunar New Year campaigns?
Successful campaigns integrate cultural symbolism, storytelling, and digital engagement to resonate with audiences (Source: Sprout Social). Examples include zodiac-themed products, red-envelope giveaways, limited-edition packaging, and festive promotions. Encouraging user-generated content on social media amplifies reach and authentic brand engagement. Combining online campaigns with offline experiences, like pop-up events or in-store decorations, enhances visibility and consumer interaction.
What are common mistakes brands should avoid when doing Lunar New Year marketing?
One of the biggest mistakes brands make is overusing stereotypical Lunar New Year imagery, such as red-and-gold motifs, dragons, and lanterns, in a way that feels forced or visually “heavy” rather than culturally thoughtful. Many brands fail by not properly localizing their digital assets, simply repurposing Western-style creatives that do not resonate with Chinese audiences. Another major issue is misunderstanding market nuances, where brands overlook regional preferences, cultural expectations, or platform-specific behaviors. Finally, poor localization and superficial symbolism often result in campaigns that feel generic, unrelatable, and ultimately ineffective. (Source: Market Me China)
Why do limited-edition Lunar New Year products perform well?
Limited-edition products succeed during Lunar New Year because consumers see them as festive, symbolic, and ideal for gifting. The exclusivity creates urgency, encouraging shoppers to buy before the items disappear. Many brands also incorporate zodiac animals, red packaging, or themed collaborations that resonate strongly with cultural expectations. This combination of scarcity and cultural relevance makes limited-edition releases especially powerful during the holiday rush. (Source: sekkeidigitalgroup.com)
Is digital gifting, such as QR ang bao, becoming more popular during Lunar New Year?
Yes, digital gifting is rapidly growing, especially in markets like Singapore, where mobile payments are already deeply embedded in everyday life. The number of customers giving digital Ang Baos and e-Gifts doubled year-on-year in 2024, with over SGD 39 million sent digitally during Lunar New Year. This shows that younger and tech-savvy users prefer the convenience and personalization options that digital red packets offer compared to physical ones. As cultural traditions continue to modernize, digital gifting now blends symbolic meaning with practical and seamless digital habits. (Source: dbs.com)
