5 Lunar New Year Marketing Examples

Tricia Lim

Tricia Lim

When 2020 and 2021 left us disappointed, we knew we could look forward to the new year of 2022. And with the Lunar New Year around the corner, folks and brands all over the world are eagerly anticipating what the new year will bring. To many, this festive period is a time to bid farewell to the old year and to usher in a new year. 

In Chinese influenced Asian cultures, 2022 is all about the year of the tiger. You might’ve heard or seen festive marketing with the words “roar” or “ushering in the energy of the tiger”. Though it varies across each country with their traditions and celebrations, at its core, the lunar new year is all about family. Some might compare it as the SouthEast and East Asian equivalent of thanksgiving in America.

Much like Christmas, Black Friday, Thanksgiving, and more, there’s no surprise that some brands splurge on Lunar New Year marketing campaigns. Did you know that the lunar new year is a festival for 1/4 of the world’s population? This lunar new year 2022, over 2 billion people will celebrate it in some way. That’s a massive group of potential target customers!

Let’s take a look at brands and businesses that have leveraged Lunar New Year to create some powerful marketing campaigns that have gotten audiences hooked!

Table of Contents

1. Tiger Beer

There’s no doubt that Tiger Beer will go big on their marketing strategy and campaigns this 2022—it is the year of the tiger after all. This January, they launched their campaign “The Year We ROAR Together” to encourage fans to uncage their inner Tiger and reach their goals. Alongside brand ambassador and professional footballer, Son Heung-Min, they’re using hashtags to generate user generated content targeted at their discerning beverage loving audience.

Apart from boosting online engagement through social media and influencer marketing, another source of marketing traction is via their in person events and attractions. If you’re a local to Kuala Lumpur, you can drop by Pavilion Bukit Bintang to browse their specially commissioned art installations and booth games. They also incorporated a guerilla marketing tactic to snatch viewers attention with an immersive experience using 5D computer-generated imagery. How realistic is this! 

2. Nike

When it comes to family holidays, each one of us has our own customs, traditions and celebrations. Every Lunar New Year, Chinese people all over the world engage in a tradition where money is gifted in little red envelopes known as 红包 (hong bao). Generally, it’s the family elders who gift these red packets to the young, who reciprocate the favour once they are grown and married.

Family traditions are deeply rooted in us, and it’s clear to see in this short story between aunt and niece. With powerful storytelling and a consistent brand voice, these campaigns will go a long way with your audience.

3. Singtel

Festivals like Lunar New Year bring out lots of emotion in people;both positive and negative. Since it’s a very family-centric time, there are often positive emotions of family togetherness or even negative emotions such as one-upmanship among families and nosy relatives. 


Like many others, Singtel, a Singaporean telco, launched their Chinese New Year advertisement this month. Their story instills the values of family togetherness but more importantly, the theme of making connections and staying connected. After all, they’re a network provider!

4. MR DIY

Returning across the pond, MR DIY, a Malaysia-based home improvement retailer, tapped into the emotions of their audience with their Chinese New Year 2022 short film. Due to our multitude of cultures, people groups and backgrounds in Malaysia, the team focused the story on the spirit of muhibbah–the spirit of racial harmony. 

From watching these brand campaigns and advertisements, we’ve observed that they aren’t just for the feel-good or nostalgia factors. Instead, they act as an opportunity for CSR outreach to their target audiences. Since brand perception and reputation are everything when it comes to business, taking social responsibility sincerely and seriously can help others see you as a positive force in society. With the help of a strong call-to-action, that’s how MR. DIY used this launch to kickstart their CSR initiative.

5. Heineken Malaysia

Festive Holidays are often an attractive time for FMCG brands to launch promotions and bundle packages to boost volume sales. Many businesses in Malaysia and neighbouring countries offer discounts and promotions during this time of the year (or any festival come to think of it!). Who doesn’t love a good deal?

Brands who go beyond the discounts and promotions with a well-executed creative marketing campaign will delight their target audiences and the wider public. 

Marketing is all about getting the word out there about your product, service or brand. When your product and buyer experience is worthwhile, your customers will naturally start to advocate for your brand. That’s how most of us discover and learn about new experiences, opportunities and brands these days—through our friends and family!

Brands like Heineken are smart to extend their marketing efforts in involving their audience. Customers love interactive content—myself included! It’s an effective way to engage, hold our attention and win us over. Research shows that 93% of marketers say that interactive content is effective at engaging with consumers compared to static content, which is only 70% effective.  

Heineken’s recipe for raising awareness this Chinese New Year involves interactive content, influencer marketing and user generated content. With a branded design story template, they encourage their audience to take part in sharing and tagging Heineken Malaysia on Instagram to stand a chance to win prizes. Moreover, with the help of strategically placed influencer marketing, social media can easily help them reach the masses.

Source: HeinekenMY

Wrap it Up

Though successful marketing campaigns are not a one-size-fits-all situation, having a well-thought out strategy can help brands boost their awareness, sales, and customer loyalty. When brands take the time to understand what customers really value and the cultural significance behind the holiday they’re celebrating, they might just find their way into the hearts of their consumers. And that’s when their campaign will take off. 

Lunar New Year may not be on your brand’s marketing radar, but these campaigns can still be a powerful asset in helping you figure out how you’ll market to your audience in 2022. 

We hope that these campaigns have inspired you in a way that will make an impact on your bottom line. 

What are your thoughts about our article? If this has inspired you or helped you in any way, feel free to send us a quick note through our contact page. 

If you find yourself needing some help in preparing and executing a marketing campaign for future holiday seasons, get in touch with us at hello@medianetic.me. We’d love to see how we can work together!

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