Year of the Snake: How Brands Are Crafting Chinese New Year Narratives

As one of the most deeply rooted traditions in Chinese culture, Chinese New Year represents a time of reunion, renewal, and prosperity. For brands, it provides a crucial moment to forge meaningful connections with consumers through creative storytelling and culturally resonant campaigns.

According to the 2024 Weibo Heritage Consumption Insight Report, over 70 percent of young Chinese consumers prefer engaging with traditional culture through modernized, trend-driven experiences. This evolving consumer mindset has led brands to move beyond generic festive motifs, embracing more sophisticated, culturally embedded strategies for their Chinese New Year campaigns.

In 2025, the Year of the Snake, brands are tapping into deeper cultural narratives and innovative design approaches to craft compelling holiday activations. Here’s a look at some of the standout strategies shaping the Chinese New Year marketing landscape.

Balenciaga: A Homage to Everyday Festivities

For its 2025 Chinese New Year campaign, Balenciaga released an intimate advertising film directed by Lucca Lutzky, featuring Chinese actress Zhang Xiaofei, singer-actress Yang Chaoyue, and model Liu Bingbing. The campaign showcases Balenciaga’s New Year and Spring 2025 collections in a domestic setting, emphasizing authenticity and emotional warmth.

This marks Balenciaga’s first full-scale campaign featuring an all-Chinese creative team, reinforcing its commitment to cultural engagement. By blending high fashion with relatable, everyday festive moments, the brand successfully bridges the gap between exclusivity and familiarity in the Chinese market.

Bottega Veneta: Fireworks and Tradition in Liuyang

Bottega Veneta’s Chinese New Year short film transports viewers to Liuyang, Hunan—the capital of fireworks in China. The campaign celebrates the artistry behind traditional firework craftsmanship, tracing its roots from Tang Dynasty artisans to its cultural exchange with Italy.

With a star-studded cast including Shu Qi, Yang Youning, and Fan Wei, the film highlights the joy and nostalgia of New Year celebrations. A remixed version of Stefanie Sun’s Green Light, composed by Belgian artist Le Motel, adds a contemporary sonic layer to the visual storytelling.

Additionally, Bottega Veneta’s holiday collection incorporates symbolic elements of the snake, featuring serpent-shaped bag handles and jade-inspired Tosca handbags, seamlessly merging modern luxury with traditional symbolism.

Kering: Art and Astrology with Jiang Miao

For 2025, Kering presents Purple Clouds Rising, an artistic collaboration with Chinese contemporary artist Jiang Miao. Inspired by the traditional concept of “heavenly blessings,” Jiang’s signature spiral motifs and vibrant purple hues symbolize renewal and continuous energy flow, aligning with the themes of Chinese New Year.

As part of its ongoing cultural initiatives, Kering has consistently supported Chinese women artists, with previous collaborations featuring Wen Qiwen, Xu Jing, and Chen Ke. This latest project not only strengthens Kering’s cultural commitment but also highlights the brand’s nuanced approach to Chinese New Year storytelling.

Miu Miu: Lunar Nostalgia Through Cinematic Storytelling

Miu Miu commemorates the Year of the Snake with As Expected, a short film directed by Wei Shujun and starring brand ambassadors Liu Haocun and Zhao Jinmai. The film captures the anticipation and familial warmth of the holiday season while showcasing MIU MIU’s Chinese New Year capsule collection.

To enhance consumer engagement, Miu Miu has launched interactive pop-up events across major Chinese cities, integrating traditional festival elements such as zodiac fortune readings and themed installations. A notable highlight is its “Flower Boat Journey” activation in Guangzhou’s Liwan Lake Park, blending regional heritage with immersive brand experiences.

Qeelin: Reviving Dong Ethnic Heritage

Qeelin’s 2025 Chinese New Year campaign intertwines haute joaillerie with intangible cultural heritage. The brand’s latest Wulu Eternity collection is introduced through a visually stunning short film featuring global ambassador Lay Zhang, accompanied by a traditional Dong ethnic choir.

Set against the backdrop of a Dong village, the campaign revives the ancient Grand Song of the Dong People, a UNESCO-listed oral tradition, symbolizing harmony, unity, and continuity—key themes of the Chinese New Year.

The collection’s signature pieces include 18K gold and white gold rotating pendants, designed to represent cyclical fortune and prosperity. By weaving cultural authenticity into luxury craftsmanship, Qeelin reinforces its position as a brand deeply rooted in Chinese traditions.

Rimowa: A Journey Home

Rimowa’s “Chain Reaction of Returning Home” campaign consists of three heartwarming short films—The Flying Cat’s Adventure, Master of the House, and Knock Knock, Home’s Here—each exploring different aspects of Chinese New Year reunions.

To further engage consumers, Rimowa has introduced a limited-edition domino set inspired by the snake, along with exclusive Rimoji stickers and digital red envelopes, merging traditional gifting rituals with modern digital expressions.

By tapping into the universal emotions tied to homecoming, Rimowa’s campaign strikes a chord with Chinese consumers, reinforcing its position as a travel brand deeply connected to cultural sentiment.

Valentino: A Star-Studded Celebration

Valentino’s 2025 Chinese New Year campaign stars brand ambassadors Sun Li and Jolin Tsai, exuding elegance and festive vibrance. The campaign blends the brand’s iconic tailoring with New Year-inspired red and gold tones, bridging contemporary couture with traditional symbolism.

The campaign’s launch generated over nine million views on Weibo, showcasing the power of celebrity influence in luxury branding.

Montblanc: The Art of Writing Meets Lunar Symbolism

Montblanc celebrates the Year of the Snake with the Golden Bamboo Elegance writing collection. Inspired by the resilience and symbolism of bamboo in Chinese culture, the collection features a jade-green lacquered barrel reminiscent of classic celadon ceramics, adorned with gold engravings in traditional weaving patterns.

Complementing the writing instruments, Montblanc introduces an exclusive leather pen case and notebook collection, seamlessly integrating craftsmanship with cultural storytelling.

Chinese New Year campaigns in 2025 are characterized by deeper cultural storytelling, heritage preservation, and creative innovation. Brands are moving beyond superficial festive aesthetics to engage consumers with narratives that blend tradition and modernity.

As Chinese consumers continue to seek authenticity and cultural resonance, the future of Chinese New Year marketing lies in storytelling that not only celebrates the festival but also fosters long-lasting emotional connections with audiences.