Luxury's Chinese New Year playbook evolves
Luxury brands' approach to Chinese New Year campaigns has become more sophisticated to appeal to a younger, more discerning Chinese audience. According to an analysis, the Year of the Horse has “raised the stakes,” moving brands beyond simple zodiac motifs. The new strategy requires deeper cultural storytelling and locally resonant narratives.
- Brands with authentic equestrian heritage are leveraging their archives for the Year of the Horse; Hermès is emphasizing its saddle-making roots, while Burberry is reimagining its historic Equestrian Knight motif in campaigns starring ambassadors Chen Kun and Tang Wei. - Dior is focusing on high craftsmanship, releasing a Dior Grand Soir watch with a sculpted pink-gold horse set in a jewel-encrusted landscape, framing the zodiac motif as a miniature artwork. - Experiential retail and large-scale installations have become central to campaign rollouts. For 2026, Tiffany & Co. created a large Pegasus-shaped art installation in Shanghai, while Prada is hosting a "Fire Horse Fair" complete with games and dining to complement its collection. - Collaborations with local artists are a key strategy for demonstrating cultural respect. Lancôme partnered with the Xu Beihong Art Foundation to feature the artist's famous galloping horse imagery on limited-edition packaging and in immersive pop-ups. - The target demographic of Chinese Gen Z and millennials now accounts for 70% of the country's luxury spending. This group prioritizes cultural relevance and brand heritage over overt status signaling. - Valentino's 2026 campaign illustrates a move toward abstraction, interpreting the horse through brand values of "rhythm, inner strength, and grace" rather than literal zodiac imagery to create emotional brand equity. - While brands are experimenting with AI for marketing, consumer response has been mixed. A 2025 AI-generated "digital creative project" by Valentino was met with criticism for appearing "cheap" and "lazy," prompting some brands to use AI more cautiously to extend traditional photoshoots rather than as the primary campaign creative. - Research indicates a preference for deeper cultural integration, with over 70% of young Chinese consumers favoring culturally embedded brand activations over campaigns that rely only on festive motifs.
