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Our Favourite Lunar New Year Marketing Campaigns of 2022

Angela Chau
Written By
Angela Chau
Published On
Jan 31, 2022
2022 Lunar New Year products celebrating the Year of the Tiger

Happy Lunar New Year from the #TIATeam! Lunar New Year, also known as Spring Festival, is celebrated widely around the world by many East Asian communities — a time to honour traditions and to wish for good fortune in the year to come. The 15-day festival falls sometime between January 21st and February 20th each year, depending on the first new moon in the lunisolar calendar.

With the East Asian community making up a significant portion of the North American population, many brands have recognized this as an important holiday and built Lunar New Year marketing campaigns around limited-edition product launches and collaborations.

Here are our favourite Lunar New Year Marketing Campaigns of 2022 to welcome the Year of the Tiger:

Sephora Lunar New Year Marketing Campaign 2022

Sephora has done an inspiring job over the past few years with their Lunar New Year marketing campaigns, with many makeup and beauty brands carried at the retailer offering limited edition product lines in celebration of the holiday. The company makes a point to collaborate with East Asian influencers to promote the products (including TIA’s very own Brigitte Truong!), allowing them to tell the story of what Lunar New Year means to them personally. This year, they also released a beautiful video to accompany the campaign, that struck just the right note in honouring traditions and inspiring hope for the East Asian community following the #StopAsianHate movement that gained momentum in 2021.

Nobis x Fête Chinoise

Nobis is a luxury Canadian outerwear brand that is now available in over 40 countries. For their 2022 Lunar New Year marketing campaign they have partnered with Fête Chinoise, a Chinese-Canadian cultural platform, to design a special edition print and collection celebrating bravery and courage — key themes for the Year of the Tiger. The brand also enlisted the talent of renowned Canadian director and photographer, Justin Wu, to capture the capsule collection, which includes three pieces: a bucket hat and two jackets.

Barbie x Guo Pei

Mattel’s iconic doll received an auspicious Lunar New Year makeover in collaboration with Guo Pei, China’s first and only officially recognized couturier. The special edition Barbie is outfitted in a stunning red and gold number that thoughtfully incorporates themes that honour the new year — a golden phoenix symbolizing grace, and a water motif representing wealth and resilience. With Mattel making the move to expand the Barbie collection to be more diverse and inclusive in recent years, this Guo Pei collaboration is a welcome addition.

Kiehl’s x Mojo Wang

If you’re a skincare enthusiast, you’re likely familiar with Kiehl’s, an apothecary skincare brand that’s been around since 1851. In celebration of Lunar New Year, they’ve released a collection of some of their most beloved products, repackaged in colourful designs by Mojo Wang, an illustrator and comic artist based in NYC. The funky artwork adds a quirky twist to Kiehl’s classics, and is pretty darn adorable to look at!

Lay’s #LNYwithLays Lunar New Year Marketing Campaign

Canada’s favourite potato chip brand is bringing a taste of Asia to North America with the introduction of two of China’s most popular Lay’s flavours to the Canadian market. Cucumber, as well as Chicken and Tomato, will be permanently added to the Lay’s lineup, providing the perfect snack to enjoy on Lunar New Year. The brand partnered with a handful of East Asian-Canadian creators for their Lunar New Year marketing campaign to share how the chips will play a role in their own celebrations and traditions.

Aritzia x Debbie Tea

Aritzia’s whimsical Lunar New Year collection includes a selection of their iconic loungewear (in lucky red, of course), upgraded for the Year of the Tiger with illustrations by Debbie Tea. The artist from Jakarta is a Tiger baby herself, and pulled inspiration from memories of family, food, and celebration surrounding the holiday. Each food depicted in the collection holds importance to Lunar New Year, from dumplings symbolizing wealth, to noodles representing longevity. If you managed to snag one of the items, count yourself lucky — almost all of the pieces in the exclusive drop have already sold out!

Final Thoughts

What makes these Lunar New Year marketing campaigns effective is the recurring theme that connects them: representation. Each of these brands has collaborated with members of the East Asian community to create products that authentically represent Lunar New Year, allowing their voices to shine and stories to be told. It’s no secret that authentic storytelling is the way to connect with today’s savvy consumers, and these brands have achieved just that.

Need help launching a product or brainstorming your company’s next successful marketing campaign? The Influence Agency can help your brand tell its story in a way that authentically connects with your audience and drives results.

Contact us today to get started!

ABOUT THE AUTHOR

  • Angela Chau is a Social Media Manager at TIA with a passion for digital storytelling and content creation. If you don't find her snapping photos of her eggs benny at weekend brunch, you'll probably find her riding the teacups at Disney World! You can follow her at @angelachauxo

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ABOUT THE AUTHOR

  • Angela Chau is a Social Media Manager at TIA with a passion for digital storytelling and content creation. If you don't find her snapping photos of her eggs benny at weekend brunch, you'll probably find her riding the teacups at Disney World! You can follow her at @angelachauxo



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