As the Lunar New Year festivities draw to an end, it is an opportune moment to reflect on the significance of this annual celebration and its resonance, particularly in the auspicious Year of the Dragon. Rooted in centuries-old traditions, this festivity marks the beginning of a new lunar cycle, symbolizing renewal, prosperity, and familial bonds.

As this year marks the Year of the Dragon, there is heightened anticipation and optimism because it holds a particularly auspicious spot in the Zodiac – symbolizing strength, wisdom, power, and good fortune, thereby amplifying the significance of this Lunar New Year celebration. Against this backdrop, many brands in Asia have embraced the opportunity to strengthen their brand identities and deepen connections with consumers by integrating cultural elements into different aspects of their brand and experiences.

In the following sections, we will delve into some remarkable examples of how brands have honored tradition while navigating modern landscapes, leaving a lasting and meaningful impression during this cherished time of cultural renewal and festivities.

The Play on Exclusivities

The creation of limited-edition items that embody cultural motifs, appealing to consumers who are seeking exclusive and culturally meaningful products. Some of these creations serve as a springboard for strategic partnerships or co-branding opportunities, allowing brands to collaborate with other like-minded brands, artists, or institutions to enhance their desirability and cultural resonance.

Shu Uemura – Invincible Reds Collection

Embracing the Year of the Dragon, Shu Uemura unveiled a limited edition 7-piece collection that featured a stunning shade of timeless, auspicious red that empowers individuals to ignite their inner dragon in style. The collection goes beyond its intricate packaging that adorns a gold, calligraphic dragon design that symbolizes power and success to include a meticulously crafted lipstick bullet reminiscent of the creature’s majestic scales that evokes a sense of empowerment and delight.

Shanghai Tang – Auspicious Dragon Capsule Collection with Artist Jacky Tsai

To Shanghai Tang, this year marks not just the celebration of the majestic Dragon, but also its 30th year anniversary and the 10th year anniversary of its partnership with Jacky Tsai, a skillful and inventive Chinese artist that is known to blend tradition with modernity. The capsule collection emphasizes the brand’s strong heritage in art by incorporating intricate floral dragons intertwined with dragon scale motifs, capturing the essence of the festive atmosphere with spirited elegance.

Captivating with Creative Installations

Where brands curate immersive exhibitions and experiences that are inspired by the festive season, skillfully weaving cultural richness with their brand identity. These captivating showcases are designed not only to entertain but also to educate and inspire audiences, offering an opportunity to delve into cultural traditions and celebrations, whilst keeping the brand’s spirit and essence at the forefront.

Gardens by the Bay – River Hongbao

Louis Vuitton – Colossal Flagship Displays

Inspired by the grandeur and power of the Dragon, Louis Vuitton curated 5 larger-than-life colossal displays as a gesture of appreciation and celebration for the festivities in its flagships and pop-ups in Beijing, Shanghai, and Chengdu. The brand received praise for the stunning fusion of culture and craftsmanship as these mesmerizing installations fully demonstrate the brand’s deep respect for the Chinese culture whilst showcasing its unique brand identity and design prowess.

Building Emotions with Promotional Campaigns

A common investment, brands take the opportunity to weave cultural norms and values into their brand advertisements to resonate deeper with their audience. Through poignant storytelling and emotive visuals, these campaigns not only captivate but also cultivate a profound sense of connection through shared cultural experiences.

Yeo’s – Savor the Joy of Togetherness

Playing on the traditional values of familial bonds and togetherness, Yeo’s Lunar New Year brand advertisement underscores the enduring significance of family unity in such significant occasions. The short film depicts a young boy’s heartfelt attempt to surprise his family with a Dragon dance, revealing the profound realization that everyday moments are opportunities for cherished connections and lasting memories. Yeo’s is able to create a positive brand image centered around values that consumers can relate to and appreciate, subtly reinforcing the idea of including its products in family gatherings and celebrations.

Maybank – Unspoken Connections

Maybank brings attention to the deaf community by providing a perspective into their distinctive experience of Lunar New Year, one of the world’s most vibrant and lively celebrations, highlighting the profound importance of sign language in allowing them to communicate and participate fully in festivities. The short film aims to heighten awareness, support, and inclusivity, aligning with Maybank’s continued commitment of empowering the deaf community to succeed in their own terms.

Conclusion

The diverse array of strategies employed by brands during this Year of the Dragon offers valuable insight to the significance of tapping into cultural symbolism for effective brand-building. From the curation of limited-edition collections to immersive installations and emotive storytelling, these brands have demonstrated the importance of authentically engaging with consumers in meaningful and purposeful ways that resonate deeply with cultural traditions and values.

Looking ahead, however, the lessons learned from these successes should go beyond the Lunar New Year to ensure sustained engagement and relevance across diverse festivities and seasons. By embracing inclusivity and cultural sensitivity, brands can forge stronger, lasting connections with their audience, ensuring their brand efforts resonate beyond specific cultural contexts and contribute to a more unified and inclusive brand identity.

Jessica Tan

Senior Consultant, Strategy, SG