Are You Falling for Common Myths about Chinese New Year?

Cultural missteps and oversimplified strategies can lead to missed opportunities for meaningful connection.

As we celebrate the 8th day of the Lunar New Year, many brands continue to rely on outdated assumptions about engaging Chinese customers.

While the effort is there, cultural missteps and oversimplified strategies can lead to missed opportunities for meaningful connection.

Here are three common myths—and how we can approach them differently:

Myth One: "It’s all about red and gold."

Yes, red and gold symbolise prosperity and good fortune. Still, many Chinese consumers (myself included!) don't limit themselves to these colors when selecting outfits for the new year.

New Perspective:

Instead of defaulting to the usual festive palette, observe and get curious about each client's colour preferences and what truly matters to them. Tailor your recommendations to reflect their unique tastes and aspirations.

Myth Two: "It’s just a gifting season."

While gifting is a cherished tradition, many Chinese luxury shoppers are also treating themselves—celebrating personal achievements, embracing new beginnings, and setting the tone for the year ahead with symbolic purchases.

New Perspective:

Brands should look beyond gifting and create self-rewarding experiences. Bespoke styling services, private shopping events, or personalised wardrobe curation can help clients express their aspirations for the new year.
A meaningful shopping journey is just as important as the gift itself.

Myth Three: "A generic greeting is enough."

Many brands either mass-send templated greetings or completely miss the opportunity to connect with clients during key festive moments.

𝗡𝗲𝘄 𝗣𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲:

Consistency matters — being among the few that send thoughtful messages across key moments (Lunar New Year, Mid-Autumn Festival, Christmas) already sets you apart.
Personalisation wins — greet clients by name, acknowledge shared experiences, or reference their aspirations for the year ahead.
Creativity delights — a heartfelt, unique message with a playful twist makes a lasting impression.

May the Year of the Snake bring you the wisdom to make bold choices, the confidence to celebrate yourself, and the joy of meaningful connections that last beyond the season. 🐍✨

Whenever you are ready, here are the ways we can support you (or your business) to thrive in your industry:

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