Chinese New Year is one of the most cherished celebrations in Singapore, bringing families together and inspiring a shopping frenzy that fills malls and online stores. From buying festive clothing to stocking up on delicacies, Singaporeans spare no effort in preparing for this auspicious occasion.

For brands, this is a golden opportunity to connect with audiences through creative and culturally resonant campaigns. Let’s explore some campaign strategies to make your Lunar New Year marketing memorable and impactful.

‍

Lunar New Year Marketing Tips

‍

1. Connect Your Campaign With Traditions

Traditions are the heartbeat of Chinese New Year, and brands that align their campaigns with these customs naturally strike a chord with their audience. Singaporeans cherish traditions like family reunion dinners, home cleaning for a fresh start, and the exchange of mandarin oranges and red packets.

To connect with these practices, brands can create campaigns that evoke nostalgia and celebrate these rituals. For instance:

• A food delivery service could offer reunion dinner bundles featuring festive dishes like yu sheng (prosperity toss) or pineapple tarts, emphasizing the ease of hosting a perfect family gathering.
• A home décor brand could launch a campaign highlighting the significance of decluttering for the New Year, offering promotions on storage solutions or festive decorations to beautify homes for the season.
• A beverage company might run ads portraying the joy of sharing a drink during house visits, tying the product to the warm feelings of togetherness.

By celebrating these traditions, your campaign becomes a meaningful part of your audience’s Lunar New Year experience.

2. Create Chinese Zodiac-Themed Content

The Chinese Zodiac holds timeless appeal during the Lunar New Year. Many Singaporeans enjoy exploring predictions about their fortunes for the year—whether for fun or as a guide to their plans.

You can use the Zodiac to make your campaign more engaging and interactive:

• A fashion retailer could recommend clothing styles based on the lucky colors of each Zodiac sign, creating excitement around personalized shopping experiences.
• A lifestyle app might host a “What’s Your Zodiac Fortune?” quiz that reveals forecasts and offers a discount code at the end for engagement.
• A skincare brand could suggest products tied to the element associated with the year (e.g., metal, water, or wood), blending the Zodiac with self-care.

These ideas not only create shareable content but also establish a cultural connection that enhances customer loyalty.

3. Offer Discounts or Special-Bundle Products

Festive shopping is a big part of Chinese New Year, and nothing boosts sales like well-crafted promotions. Singaporeans appreciate value for money, especially during the season when gifting is a priority.

• An electronics brand could create Lunar New Year family bundles, pairing products like tablets with accessories at a reduced price for tech-savvy households.
• A grocery store might offer exclusive discounts on festive must-haves like bak kwa, mandarin oranges, or abalone. Adding a "buy more, save more" deal could encourage bulk purchases for large family gatherings.
• A beauty retailer could design themed gift sets with packaging inspired by traditional motifs, appealing to customers shopping for thoughtful gifts.

By combining discounts with seasonal themes, you make the shopping experience festive and rewarding for customers.

4. Promote Your Campaign Across Multiple Channels

To achieve maximum impact, your campaign needs to be omnipresent. Singaporeans are digitally connected, making social media and online platforms crucial to your strategy.

• On Instagram and TikTok, brands can share short, engaging videos—such as behind-the-scenes looks at the making of festive products or creative reels about New Year traditions.
• Google Ads can target shoppers searching for “Chinese New Year gifts,” while YouTube ads could showcase heartwarming festive stories linked to your brand.
• Offline, consider collaborating with malls or public spaces for pop-up events where customers can interact with your products, reinforcing your online campaign with real-world experiences.

The key is to ensure consistency. Use the same colors, motifs, and hashtags across all platforms, creating a unified and recognizable campaign.

5. Showcase Real Stories to Inspire Connections

Storytelling is an effective way to build emotional connections with your audience. Share real-life stories that align with your brand values and the themes of Chinese New Year, such as family, togetherness, and fresh starts.

Examples:

• A finance company could feature testimonials from customers who achieved their savings goals to inspire others during the “new year, new beginnings” mindset.
• A food brand might highlight a family-owned business producing traditional festive treats, celebrating heritage and craftsmanship.

Authentic storytelling humanizes your brand and fosters trust with your audience.

‍

6. Collaborate With Influencers for Wider Reach

Influencers can amplify your campaign by bringing authenticity and relatability to your message. Their ability to connect with their followers makes them ideal for promoting products and ideas during the Lunar New Year.

For example:

• A food influencer could create a recipe video using your brand’s ingredients, showcasing a festive dish that viewers can replicate.
• A fashion influencer might style outfits from your collection, highlighting how to dress for New Year visits or the Zodiac year’s lucky colors.
• A parenting influencer could demonstrate ways to involve children in preparing for the holiday using your products, appealing to family-oriented audiences.

Select influencers whose values and audience align with your brand for a partnership that feels natural and impactful.

7. Engaging Your Audience With Festive Contests and Giveaways

Festive contests and giveaways are a great way to drive engagement and generate buzz around your campaign.

Ideas include:

• Photo contests where participants share their best-dressed Lunar New Year look, with your product featured in the post.
• Lucky draw promotions offering attractive prizes like gift hampers, vouchers, or Zodiac-themed merchandise for purchases made during the festive season.
• Hashtag challenges on platforms like TikTok or Instagram, encouraging users to share content using a branded hashtag for a chance to win.

These activities create a sense of fun and excitement while increasing your brand’s visibility online.

‍

8. Start Early—But Not Too Early

Timing is critical for Chinese New Year campaigns. Shoppers are most active in the four weeks leading up to the celebration, making it essential to build momentum as the holiday approaches.

• Week 1–2: Focus on teaser campaigns. Use social media to hint at upcoming promotions or share festive-themed posts to get your audience in the mood.
• Week 3–4: Launch your full campaign. Run ads, send email promotions, and encourage last-minute shoppers with limited-time offers. Create a sense of urgency to drive conversions.

For example, an online retailer could begin with a “coming soon” countdown for their festive collection, followed by flash sales and daily deals closer to the holiday. This phased approach keeps your brand top of mind throughout the shopping period.

9. Maximizing Last-Minute Shoppers

While starting early is essential, it’s equally important to cater to the last-minute crowd. Plan flash sales or same-day delivery promotions in the final week before Chinese New Year.

Example:

• E-commerce platforms can offer “last-minute gifting” promotions with guaranteed delivery before the holiday.
• Retail stores might promote extended hours or exclusive in-store deals for late shoppers.

‍

Singaporean Chinese New Year Spending Habits

A survey on spending habits by Milieu revealed that 60% of Singaporeans plan to spend the same amount of money for Chinese New Year in 2025, despite economic uncertainties. Beauty and personal care take precedence, with 75% investing in haircuts or styling, while entertainment spending, like movie tickets, ranks at 39%.

Understanding these preferences can guide brands in tailoring their campaigns to match consumer priorities. For instance, salons and beauty brands could create festive makeover packages, while entertainment providers could offer exclusive Lunar New Year promotions.

‍

Best Chinese New Year Campaigns of All Time

To inspire your efforts, here are a few standout campaigns that struck a chord with audiences:

1. The Great A-Salt (Tribal Worldwide Singapore & Ministry of Health)

This campaign cleverly used a Kung Fu-style drama to highlight the dangers of excessive salt consumption. By intertwining health awareness with the tradition of reunion dinners, it delivered a meaningful message in under two minutes, making it memorable and impactful.

2. A Clean Start (FCB SHOUT & RHB Bank)

RHB Bank’s campaign spotlighted hairstylist Lex Low, who gives free haircuts to the homeless. The story of redemption and new beginnings aligned perfectly with the spirit of the Lunar New Year and RHB’s tagline, "Together We Progress."

3. Yeo’s Savour the Joy of Togetherness

This heartwarming ad portrayed a boy wishing for everyday to feel like reunion day. It showcased Yeo’s limited-edition drink packaging while emphasizing the importance of family bonding.

4. Singtel’s Mr. Lim’s Reunion Dinner

A tear-jerking tale of a father longing for his children to join him for reunion dinner, this five-minute film resonated deeply with audiences. Its message about the importance of staying connected with family touched many hearts.

Why Invest in a Chinese New Year Campaign?

Chinese New Year is not just a festive celebration; it’s a cultural cornerstone deeply embedded in the lives of Singaporeans. As a brand, investing in a well-thought-out Chinese New Year campaign can unlock a wealth of opportunities. Here’s why it’s worth the effort:

1. Connect Deeply With Your Audience

Chinese New Year is a time of traditions, family reunions, and joyful celebrations. By crafting a campaign that reflects the cultural significance of this period, you create a chance to connect with your audience on an emotional level.

2. Boost Sales by Aligning With Shoppers’ Habits and Preferences

The festive season is synonymous with increased spending, as people prepare for reunions, gifts, and decorations. By understanding and aligning with Singaporeans’ shopping habits, you can position your products or services as must-haves for the season.

With thoughtful planning, your campaign can effectively capture the surge in consumer spending and drive significant revenue growth.

3. Build Brand Awareness and Loyalty Through Meaningful Engagement

Chinese New Year campaigns are not just about short-term sales; they’re also an opportunity to strengthen your brand’s position in the market. When your campaign reflects an understanding of the culture and traditions, it builds trust and goodwill with your audience.

‍

In conclusion, a Chinese New Year campaign is more than a marketing tactic—it’s a gateway to deeper connections, increased sales, and long-term brand growth. By tapping into the cultural heartbeat of this celebration, your brand can make its mark while joining your audience in welcoming the new year with joy and prosperity.

‍

Wrap-Up

This Lunar New Year, your marketing strategy should go beyond a simple festive campaign—it should be a well-crafted, culturally relevant plan that connects with your audience, aligns with their traditions, and drives impactful results. By starting at the right time, leveraging cultural elements like the Chinese Zodiac, embracing engaging content formats, and promoting across multiple channels, you can create a campaign that truly stands out with lasting impressions.

With the right mix of creativity, cultural sensitivity, and strategic execution, your brand can join in the celebrations while achieving record-breaking engagement and sales.

Are you ready to make this your most successful Chinese New Year campaign yet? Let’s get started by booking your free consultation with Chief Growth Officers (valued at $250) at KPI Media, a performance marketing agency in Singapore.

‍