8 Things About Marketing in Chinese New Year
It is almost getting to Chinese New Year, you may hear a lot of people saying “Gong Xi Fa Cai(恭喜發財)” which means wish you be rich and congratulations. We celebrate Chinese New Year like most European and American celebrating Christmas, family will gather on this holiday and have all kinds of awkward questions such as when will you get married? when will you have your baby?
Chinese New Year is followed by lunar calendar which is the way our ancestors developed and invented to record the observation of the weather and the moon, so sometimes some people may call it Lunar New Year and they are actually the same. People celebrate Chinese New Year for at least 5 days, below are the most important days with what we do exactly in our culture:
The biggest day of the year, so family will have a reunion dinner on the last day of the year altogether. On New Year’s Day, people aren’t allowed to clean up the house because sweeping may sweep good luck away, so most people would get it done by this very last day of the year. Usually you will have hotpot and various dishes with blessed meaning. Despite the feast will make you in a food coma, you can’t sleep and you have to stay up late with playing all kinds of game with your family (most of them are gambling, like Mahjong). New Year’s Day is the day you will get one year older because of embracing a brand new year, that’s why you have to be awake to celebrate New Year instead of snoring on your bed.
The first day of the year, most people will send their regards to family and friends by telephone, text, or even door-to-door greetings. The youth has to greet the elders with wishes on this day, like Gong Xi Fa Cai I mentioned above or Xin Nian Kuai Le(新年快樂) means Happy New Year, and then the elders will give red envelops to the youth.
Mother is going back to visit her parents with family on this day. In our tradition, most women would live with their husbands’ families after getting married, and it will be extremely busy on New Year’s Eve and New Year’s Day so wives have to help with the family all the house chores. On the second day of New Year, mothers can take us back visiting her parents and celebrate the New Year together.
With the rising of Chinese economy and Chinese tourists, more and more countries would like to celebrate Chinese New Year and even do marketing to stimulate these people and drive them purchasing. Now I would like to share what you can highlight or what you have to be aware of doing marketing about Chinese New Year.
Compared to 12 Astrology Zodiac in each month every year, Chinese Zodiac has 12 animals in each Chinese New Year. There are Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog and Pig. Followed by a different animal with the coming year, it can be a highlight to celebrate the whole year with blessed to wish good luck of everyone. Try to elaborate on Chinese Zodiac can draw more attention from Chinese. For example, 2018 is the year of the Dog, then you can cooperate with dog influencers to make more sense celebrating new year altogether.
When you are worried about the color match, don’t forget red and gold. Red is always the happy and bright color when something needs celebrating, such as the wedding and Chinese New Year. People feel the happy atmosphere in the red environment. As for gold, it represents full of money and rich, so it is marvelous to wish people good luck with gold color in the beginning of the year.
If you talk about Chinese New Year, most people would have the image of red envelops or mahjong in their mind. As mentioned previously, red is a lucky and happy color so when people receive red envelops with money inside, they feel happy and lucky. It is one of the most important customs in Taiwan, that’s why most campaigns in Chinese New Year use red envelops as giveaways, or some brands even release empty red envelops with their logo and features on the cover for people to give.
In addition, because the holidays are too long, people play mahjong with family and friends to kill time. Mahjong is one of Chinese legacies and unique features, it is more like Chinese version poker game. You can make customized mahjong as free gift or limited edition, or you can insert the scenario of playing mahjong together for the marketing approach.
Family reunion is the first priority of Chinese New Year. The same as Christmas in western countries, people take family reunion seriously. So having any kind of activities with the whole family would be really nice and necessary, such as the reunion dinner, playing mahjong together.
Food culture in Chinese culture is really famous all over the world. Every one knows that there are so many delicious food in Chinese world. Reunion dinner is the way to present the house recipes. Every dish has its own wish and reason to be on the table of reunion dinner. Let’s have some examples here:
Fish sounds like “leftover” in Mandarin, so it makes us leave money instead of spending all of them
Dumpling looks like the money in the history, so it brings fortune to the family
Radish cake sounds like “good sign” in Taiwanese, so it brings good sign and luck to people
Noodle is long, so it represents the long life you will live
Calligraphy is another piece of representation in Chinese culture, and people put spring couplets on the side of the door, calligraphy can be seen on those spring couplets. Writing Chinese in calligraphy really makes any design related to Chinese New Year more formal and beautiful so if you need any design with words, don’t forget calligraphy in style.
People will greet their families and friends on the first day of Chinese New Year, but in this generation, more and more people just use communication APP such as LINE to greet and say Happy New Year to each other. However, greetings is still the important part of Chinese New Year because we all embrace the brand new year and it is worth sharing and giving wishes to families and friends. Making greetings video is a nice choice to celebrate Chinese New Year with all of your fans.
Every country has its own taboo for the numbers, so as Chinese culture. 4 in Mandarin sounds like “death”, so that’s why hotels or hospitals don’t have the forth floor. Not to mention using 4 in Chinese New Year, it is really impolite. For instance, giving NT$4,000 in red envelops is a no-no. In addition, 9 is the end of the numbers, so people don’t celebrate birthdays when you are 9, 19, 29, and so on. That’s why using 4 or 9 in Chinese New Year is not a good thing. If you would like to pick a number, 8 is definitely a good one because it sounds like “rich” in Mandarin. Who doesn’t want to get rich?
In Chinese New Year, people celebrate with love and happiness, and it is the brand new beginning of the year so staying with family means a lot to most people. Although nowadays young people have different thoughts of Chinese New Year since no one would like to be asked awkward questions by not familiar family members like mom’s uncle or dad’s aunt, however, the atmosphere is still there for everyone to celebrate Chinese New Year altogether, just like you can see Christmas trees everywhere near Christmas season!
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