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20th February 2023 | 5 Minute Read | Written by Alice De Souza

Our Top 5 Marketing Campaigns of Chinese New Year: Year of the Rabbit 

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This year, Asahi made a creative statement on modern Japanese society with their limited edition packaging. At first glance, the classic bottle is instantly recognisable – but look closer and you'll find an intricate origami rabbit that speaks to both progress and tradition in proud harmony.

5. Asahi

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Nike always delivers the goods when it comes to cultural moments and this year is no exception, with the release of their limited edition 'Dunk Low' trainer. From its fluffy swish to the intricately designed soles, it's a fitting tribute that celebrates both nostalgia and progression - from 2011’s Year of the Rabbit-themed design to what we see now. Not only is it aesthetically pleasing but also symbolic of what many are hoping for in this new year; big leaps and boundless potential.

4. Nike

TikTok has done it again - this Chinese New Year, they've proved to be a source of education for young people through their collaboration with actor Andy Lau. The film features an endearing tribute to traditional red envelope giving (Hongbao) but re-centered it around well wishes rather than money. The film demonstrated how communication is valued over commercialism and concluded with a clever reveal of the TikTok logo – reinforcing that in modern times there's no better way to reach the youth than via video platforms like theirs.

3. TikTok

Here we have a brand that was set to take all the success last year, the Year of the Tiger. &nbsp;But instead of endless pursuits for 2023, it seems that Tiger Beer celebrated the achievements of 2022 - a momentous one at that! With an inspiring message they encouraged us to take time out and recognise our achievements so far; each step forward made up their clever connection to the future ahead; The Year of the Rabbit.

2. Tiger Beer

BMW made a huge splash this year with an engaging and unexpected campaign that cleverly took advantage of AI translator mishaps. In particular, the Chinese word Bao Ma - meaning 'precious horse' in English - is often mistranslated as "BMW". This basis for their film revolved around a printing house boss whose new years greeting cards were mistakenly translated to ‘Lucky money into BMW to success’ creating wonderful comedic chaos. Through an ingenious use of accidental language hacking, BMW were able hone in on joy and how it is capable bringing people together during special occasions.&nbsp;

1. BMW

As the dust settles on Chinese New Year it has, yet again, proven to be an opportune moment for brands to showcase their creativity. From eye-catching product packaging to captivating ad campaigns honouring the spirit of celebration, companies were able to leverage Chinese culture in remarkable ways. Here are some shining examples from this year – let these inspiring works serve as an early testament regarding successful marketing strategies during festive periods throughout 2023.