Lululemon’s New Year Campaign Resonates with China’s Wellness and Cultural Trends 

In January 2025, Lululemon launched its “Back to Spring” campaign to celebrate the Chinese New Year and the Year of the Snake. The campaign centers on themes of renewal and growth, inviting representatives from various fields to interpret the brand’s philosophy of “rediscovering one’s original state and starting anew, like spring.” Through film narratives, podcast interviews, and special projects, Lululemon not only continues to advocate for physical and mental balance but also resonates deeply with Chinese culture, showcasing ongoing innovation in emotional storytelling and cultural expression. 

According to Maoze Consulting’s ‘2024 Major Social Trends Observation Report,’ the body has become an essential arena for self-awareness and social consciousness in recent years, indicating a shift in consumer attitudes towards personal feelings and experiences; this is particularly relevant for Lululemon’s campaign, which taps into these sentiments. Lululemon’s “Back to Spring” campaign reflects this trend. By releasing a Chinese New Year-themed short film and special product series, the brand encourages consumers to return to themselves, rejuvenate, and engage in the mental balance emphasized in the campaign. 

The campaign’s short film, “Back to Spring,” features table tennis athlete Ni Xialian, young actor Wu Hankun, and singer, songwriter, and actress Chris Lee. The film portrays different understandings of “spring” at various life stages through delicate narratives and real-life segments—it is both a change of time and a return to mindset. The short film presents their individual growth stories and creates a refreshing spring atmosphere through visual language, allowing the audience to feel the power of “starting anew” in an immersive viewing experience. 

Notably, Lululemon launched a Chinese New Year special on the Xiaoyuzhou podcast platform to deepen the campaign’s cultural dimension, inviting guests like Ni and Wu to share their “Back to Spring” stories. Additionally, independent musician Ding Ke’s single “Back to Spring” was officially released, encapsulating the campaign’s message of self-renewal and emotional connectedness. 

A Lululemon representative for Greater China emphasized that “Spring is a symbol of seasonal transition and a force of physical and mental awakening. ‘Back to Spring’ aims to convey the message of finding one’s original intention at every starting point and achieving self-renewal through continuous growth.” Through multidimensional storytelling, Lululemon’s Chinese New Year campaign finds a new balance between brand values and cultural expression, allowing the concept of a sports brand to transcend functionality and further permeate consumers’ daily emotional experiences. 

Through film narratives, cultural dialogues, or musical works, Lululemon explores a deeper connection between the brand and consumers with a more open attitude. The ‘Back to Spring’ campaign, through its exploration of physical and mental growth, cultural resonance, and community engagement, is not just a tribute to spring but also a transformative journey of self-awakening for consumers.