
Published 12 February 2024
Lunar New Year is celebrated by around two billion people worldwide, and in Southeast Asia, 52% of consumers expect to spend more on this year’s event than last year’s (Milieu Insight, 2023). We round up the most inspiring campaigns, products and packaging showcased by brands reviving traditional cultures and capitalising on marketing opportunities for the Year of the Dragon.



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The 2026 edition of Cosme Tokyo, Japan’s leading beauty retail trade show, took place as part of the wider Cosme Week Tokyo fair cluster this month (January 14-16). As in previous years, K-beauty (and its focus on functional beauty) featured strongly, while domestic Japanese brands showcased innovative new product...