Unlock the Power of the 2025 Chinese New Year:
A Golden Opportunity for Brands in North America
As we approach the 2025 Chinese New Year, the Year of the Snake, businesses across North America should be preparing for one of the most culturally significant and economically impactful events of the year. The Lunar New Year, also known as Chun Jie, has become not only a major celebration in Chinese communities but also a global phenomenon, driving billions in consumer spending. With the Chinese diaspora continuing to grow in North America, this holiday presents an unparalleled opportunity for brands to connect with one of the most influential consumer groups.
At Eastward Media, we specialize in helping companies tap into the power of the Chinese New Year to increase brand visibility, foster customer loyalty, and drive sales. This year, we’ve gathered key insights and strategies to help you optimize your marketing efforts and engage effectively with Chinese consumers.
Why Chinese New Year is Essential for Brands in 2025
1.A Booming Market: Chinese Consumers in North America
Chinese communities in North America are growing in both size and economic influence. According to recent statistics, Chinese Americans have the highest median household income among ethnic groups in the U.S. and a fast-growing market share. In Canada, the Chinese-Canadian demographic is one of the largest ethnic groups of more than 1.7 million, with significant buying power in cities like Vancouver and Toronto. Even Canada’s Prime Minister releases an official statement every year to mark its importance,underscoring the holiday’s cultural and economic influence in the country.
In 2024, for instance, Prime Minister Justin Trudeau shared a heartfelt greeting to the Chinese community, celebrating their contributions and wishing prosperity for the Lunar New Year. This tradition of acknowledgment highlights the growing recognition of Lunar New Year as a cornerstone of multicultural celebrations in Canada.
As reported by Global Times (2024), consumer confidence in Chinese diaspora communities has been increasing, even as retail growth in mainland China shows signs of slowing. This shift presents a unique opportunity for brands in North America to engage with this influential market, especially during the Chinese New Year when cultural pride and consumer spending are at their peak
2. Chinese New Year’s Global Influence
Chinese New Year is not just a celebration for Chinese people—it is becoming increasingly global. According to a report by FedEx, more than 80% of global markets now recognize the significance of the holiday, with major cities worldwide hosting parades, festivals, and retail events. This creates a cross-cultural platform where brands can engage not only with Chinese consumers but also with a broader, multicultural audience that embraces the festivities.
For many North American brands, the opportunity lies in creating campaigns that not only target the Chinese market but also resonate with the growing interest in Chinese culture among non-Chinese consumers. By leveraging culturally relevant content and aligning your brand with the festive spirit, you can boost visibility and engage diverse audiences.
3.Increased Spending During Chinese New Year
Chinese New Year represents a time of family reunions, gifting, and celebration. Retail spending during this period is enormous, and Jing Daily forecasts that the global luxury market will continue to see robust growth in 2025, driven by Chinese consumers both at home and abroad. This presents brands with opportunities to introduce special promotions, limited-edition products, and exclusive experiences that align with the traditions of the season.
Brands in sectors like retail, hospitality, fashion, food & beverage, and luxury goods should be prepared to capture this demand. Chinese consumers, particularly those in North America, tend to spend generously during this period on gifts, dining, and luxury items.
4.Changing Consumer Behavior in China and Abroad
China’s retail growth is showing signs of slowing down, but luxury goods and digital consumption are still thriving. In North America, Chinese consumers are increasingly seeking high-end, quality products, while also embracing digital experiences like online shopping, social commerce, and influencer-driven campaigns. Brands that cater to these preferences—such as offering seamless online shopping experiences, luxury products, or engaging digital marketing strategies—are likely to benefit from the increased demand during Chinese New Year.
Best Practices for Chinese New Year Marketing in 2025
1.Leverage Cultural Themes of Prosperity and Renewal
The Year of the Snake, according to the Chinese zodiac, symbolizes intelligence, transformation, and new beginnings. Brands can tap into these themes of renewal and fortune in their messaging and marketing campaigns. A culturally sensitive approach that resonates with the values of Chinese consumers—such as family, prosperity, and harmony—will have a greater emotional impact.
Promotions that emphasize “new beginnings” or “luck and prosperity” are likely to appeal to consumers seeking good fortune in the coming year. Additionally, incorporating symbolic colors (red, gold) and imagery (dragons, lanterns, auspicious animals) can help create campaigns that feel authentic and engaging.
2.Partner with Chinese Influencers
Influencer marketing plays a central role in reaching Chinese consumers. In fact, influencer-driven campaigns are more likely to influence purchasing decisions among this demographic than traditional advertising. Working with Chinese-American or Chinese-Canadian influencers on platforms like WeChat, Weibo, and Little Red Book can amplify your message and boost credibility.
Micro-influencers, in particular, can help brands create more authentic, personalized interactions with consumers. Their smaller but highly engaged audiences tend to be more loyal, and their recommendations are trusted.
3. Offer Exclusive Products or Limited-Edition Lines
Much like Western holidays such as Christmas, Chinese New Year is a time when consumers seek exclusive and luxury items. Offering special edition products, packaging, or discounts can create a sense of exclusivity and urgency among consumers. Consider running limited-time offers that highlight the cultural significance of the holiday, or even co-branded partnerships with local Chinese artists or influencers.
4.Engage in Social Media Campaigns with Cross-Cultural Appeal
Brands should ensure their campaigns appeal to both Chinese and non-Chinese consumers. Social media platforms can be used to share content that celebrates Chinese culture, promotes your products, and engages with followers. Use hashtags like #ChineseNewYear2025 or #LunarNewYear to ensure your content reaches a broad audience.
A good strategy is to create content that educates consumers about the significance of Chinese New Year while integrating your brand into the narrative. For example, you can show how your products fit into the celebrations or offer helpful tips on gifting for the holiday.
5. Provide Seamless Online and Offline Experience
Given the growing trend of digital shopping, especially during Chinese New Year, brands should ensure their online presence is optimized for ease of use. According to the Travel Canada, international travel and spending continue to shift towards digital platforms. Offering smooth online shopping experiences with fast shipping options, easy returns, and localized customer service will be key to attracting and retaining consumers.
Additionally, integrating offline events like pop-up stores or branded experiences in major cities with large Chinese populations (e.g., Vancouver, San Francisco, Toronto) can create a memorable, multi-channel brand experience.
Eastward Media: Your Partner in Chinese New Year Marketing
At Eastward Media, we understand the unique dynamics of marketing to Chinese consumers in North America. Our team is experienced in creating culturally relevant, data-driven campaigns that resonate with this audience. Whether you’re looking to develop a social media strategy, collaborate with influencers, or launch a targeted digital campaign, we’re here to help you navigate the complexities of Chinese New Year marketing.
Don’t miss the opportunity to connect with one of the fastest-growing consumer groups in North America during this peak time of the year.
Interested in learning more? Connect with us today.
