Festive Spotlight: Best of Chinese New Year 2025 Advertising
The year of the snake is known for bringing in transformation and renewal, and this year’s advertising follows suit. Amid the traditional, emotional storytelling we see brand firsts and reinvented favourites, all tied together in a vivid celebration of heritage and new expression.
Following in-depth insights from industry experts on the festival’s modern-day makeover, find a round up below of some of the best of Chinese New Year, Lunar New Year and Tết advertising this festive season.
Lee Kum Kee - Flavours That Bind
Lee Kum Kee launched a global brand campaign, the first in its 137-year history, aiming to connect with its increasingly global customer base and appeal to new customers alike. The maker of Asian sauces and seasonings partnered with DDB Group Hong Kong to promote its brand on a global stage, highlighting the universal power of togetherness, tradition and shared culinary experiences.
The brand has chosen Lunar New Year, a time when people around the world gather to share traditional dishes the world over, to launch its latest campaign. In doing so, and with its renewed brand communications platform, Lee Kum Kee not only promotes its sauces but also Asian culture and values, encouraging people to make connections during this time. A campaign film serves to remind people that while the people appear to be connecting over food, it’s actually a stronger connection through culture and values that unites them.
POSB - Abundance
Following the success of last year’s Huat Eau De Parfum, DBS/POSB has bottled up the sweet smell of ABUNDANCE, a limited-edition home scent reminiscent of mandarin oranges, a cherished symbol of prosperity.
Created in collaboration with The Secret Little Agency, ABUNDANCE Home Scent is a serene, welcoming fragrance that opens with the fresh brightness of bergamot, cool water notes, and soft musk, ending with the familiar festive scent of oranges. This refreshing yet warm fragrance symbolises the spreading of festive blessings, mirroring the essence of Lunar New Year traditions of sharing good fortune and joy with loved ones.
Apple - Chinese New Year - I Made a Mixtape for You
This Chinese New Year, Apple debuted its latest 'Shot on iPhone' film in China, ‘I Made a Mixtape for You’. The campaign marked Apple's eighth film for Chinese New Year, celebrating the holiday with users around the world. The film from TBWA\Media Arts Lab Shanghai follows the complexity of dating culture and the weight of traditional expectations. Set against the backdrop of China in the '90s and driven by iconic Mando-pop hits, it reminds us that, no matter how the world changes, love remains a timeless force worth believing in.
Michael Gracey, director of ‘The Greatest Showman’ worked with Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren to bring an authentic ‘90s-era perspective to the film.
FairPrice Group - Love Prospers in the Little Things
This Lunar New Year, FairPrice Group fostered and illuminated the traditional values of harmony, connection and appreciation via its new multi-faceted integrated campaign ‘Love Prospers in the Little Things’. Created and conceptualised by Homeground United (Omnicom Production and TBWA\Singapore), the film tells a story of love and warmth through the eyes of Mi Bao (咪宝) ("treasure of a cat"), a free-spirited feline inspired by the iconic fortune cat whose favourite pastime is roaming and exploring the neighbourhood (串门子) (chuan-men-zi).
The storyline weaves together the often-overlooked small exchanges and moments of love shared between family, friends and strangers during the festive season.
RHB Group - Wealth
Titled ‘Wealth’, RHB Bank’s latest Chinese New Year film, which was conceived and created by FCB SHOUT, tells the true story of Tan Swee Ban, a selfless Penangite who dedicates his life to run Peace & Harmony Home, a not-for-profit nursing centre that takes care of the sick and neglected elderly. While starting and maintaining a nursing home is indeed a noble and remarkable act in itself, what made Tan’s heart-wrenching yet inspiring story spread like wildfire all over social media over the past few months was the sacrifices that he made in order to do so.
Told from the perspective of Tan’s mother, the film explores the conflicted emotions of a parent who had to witness and support her son as he sacrificed his career, his house, his time and even his health in order to serve those who had nothing to offer him in return.
Apple - Wren Evans - CỨU LẤY ÂM NHẠC
Apple’s second ‘Shot on iPhone’ campaign was for Vietnam, ahead of Tết (Lunar New Year in Vietnamese). The spot features chart topping gen-z superstar, Wren Evans.
The music video from TBWA\Media Arts Lab (SEA) shows off the iPhone 16 Pro’s camera capabilities. The video was directed by C Prinz, who recently collaborated with Charli XCX and Billie Eilish on the viral ‘Guess’ music video. Celebrating Wren’s love for music, it captures pride in Vietnamese creativity and inspires others to follow the creative path too.
Hong Kong Tourism Board - Endless Joy
This Lunar New Year, the Hong Kong Tourism Board (HKTB) will present, in collaboration with Grey Hong Kong, the ‘Endless Joy’ float, a stunning celebration of the city’s unique blend of tradition and modernity. The float captures the festive spirit of the Year of the Snake, symbolizing interconnected blessings and prosperity for all.
The float design highlights Hong Kong’s iconic skyline, adorned with snake-shaped elements and rings inspired by the Chinese Knot, symbolizing unity and endless joy. At its centrepiece is a giant LED lantern featuring a video collaboration with internationally acclaimed artist Sija Hong. Her work merges traditional Chinese motifs with contemporary art, showcasing scenes familiar to Hong Kong, including temples, horse racing, the wishing tree, and flower markets.
Heineken - Festive Celebrations
Heineken teamed up with LePub Singapore to create a playful reminder that “celebrations are best when your phones take a rest”. ‘Festive Celebrations’ reiterates Heineken’s belief that the festive season is a time to reconnect, and that festive celebrations are best without the buzzing and dinging of our phones.
This year’s festive campaign is Heineken’s first Lunar New Year campaign to run in multiple Asian markets including China, Singapore and Vietnam.
