Holidays are a branding opportunity like no other. Millions, sometimes billions of people, all focused around a single day or season.  

When campaigns work – think Coca Cola and Christmas – they become iconic. But for every one advert or article that breaks through, there are thousands trapped in the noise. The right message requires a deep understanding of local traditions and a strong idea of how to connect this to a brand’s value and proposition.  

With the Lunar New Year approaching, we here look at two companies who consistently capture the essence of the festival with communications strategies that felt both sensitive and festive. And we provide some tips for how to create something that will be relevant to the two billion or so people celebrating the arrival of The Year of the Snake.  

HSBC  

No one does the Lunar New Year better than HSBC. The company is considerably more Asian after the sale of its American and Canadian divisions, which means the vast majority of its client base will be participating in the holiday. These campaigns focus on connecting families and businesses across countries and continents – a powerful theme for a holiday that sees the world’s largest annual migration of people.  

In Hong Kong, red envelopes (‘lai see’), should contain nice, crisp new bank notes. HSBC helps people easily get these notes through an exchange programme. There’s eLaisee via PayMe (digital wallet by HSBC, Hong Kong) and FPS (Faster Payment System, a real-time gross settlement payment system in Hong Kong) to send eco-conscious digital blessings. 

HSBC exhibits a deep understanding of cultural nuances. In Malaysia, for instance, the bank introduced red-branded “Prosperity Rice” and “Prosperity Water” for HSBC Premier customers. As the bank explained in a press release: “These elements deeply resonate with HSBC’s Chinese name, Way Foong.“Way” (汇) signifies the flow of water, symbolising the accumulation of wealth and vitality, while “Foong” (丰) refers to the harvest of the finest crops, representing health, prosperity, and success in all areas of life.” 

These campaigns are the perfect mix of compelling content with a strong connection to the holiday and local markets.  

CLSA 

CLSA has for decades been Asia’s leading brokerage and investment group. For more than three decades the company’s Chinese New Year card contains the CLSA Feng Shui Index. Using nothing but feng shui analysis, CSLA’s “tongue-in-cheek” guide plots the predicted behaviour of the market for the next 12 months. It’s both light-hearted – and been remarkably accurate.  

Investors and the media have taken note. The guide features in a wonderful segment on CNBC’s SquawkBox where the presenters are struggling not to smirk. 

This year features a re-telling of The Legend of the White Snake, where an official fell ill after mistaking the shadow of a bow in his wine for a snake. Once someone points out the illusion, he swiftly recovers. It’s a tale referenced in the four-character saying “杯弓蛇影” (bēi gōng shé yǐng) and is used when someone misinterprets something harmless as threatening, often due to imagination or misunderstanding. 

May is a fairly typical horoscope, “In its home month, now in the habit of the Brown Tree Snake. Able to lasso tall trees in a single motion, this fella is responsible for nearly wiping out all birds on Guam. As a sideline, it’ll also lift the market well into long-unseen heights.” 

It’s funny, eye-catching and most importantly relates to CSLA’s market leading business research. And the fact that it comes back year after year means there is built in demand.  

Key Takeaways for a successful  Lunar New Year campaign

1. Cultural authenticity is non-negotiable

Campaigns must reflect a deep understanding of the traditions, values, and symbols associated with the Lunar New Year. Whether it’s the emphasis on family reunions or the use of red and gold, cultural nuances matter.  

2. Attention to detail

Small, culturally aligned gestures can have a significant impact.

3. Storytelling is King

Narratives that celebrate the spirit of the holiday while subtly integrating the brand’s values and products create a more authentic connection with the audience.  

4. Customization

Tailored the festive campaign per market. Many different countries celebrate the Lunar New Year, which is one reason why the term “Chinese New Year” has fallen out of fashion. 

5. Integrated media amplifies impact

 A mix of traditional and digital PR strategies ensures maximum reach. Leveraging local platforms like WeChat, Douyin, Xiaohongshu and Weibo is crucial for engaging with the local audience beyond traditional advertising channels.

Kinki To and Sarah Anderson work in Cognito’s Hong Kong and Singapore office.