Through Emotion and Tradition, Luxury Brands Present Diverse Lunar New Year Campaigns

The snake isn’t the easiest animal for everyone to embrace, making it a challenging theme for this year’s Lunar New Year campaigns. Yet, this very challenge has encouraged brands to explore the deeper emotions tied to this meaningful holiday for Chinese consumers, fostering closer connections and more engaging interactions with their audience.

Burberry

In celebration of the Year of the Snake, Burberry drew on the rich symbolism of bamboo—progress, prosperity, and hope—by partnering with bamboo weaving master Qian Lihuai to create nine bespoke collection art pieces, reflecting themes of love, care, and connection.

On January 6, Burberry introduced the interactive bamboo weaving and painting experience through its WeChat Mini Program, offering a fun and creative way for audiences to explore the craftsmanship and meaning of bamboo weaving as part of its Lunar New Year campaign.

双叶编

宋锦编

雪花编

竹纹编

紫金花编

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