Homecoming & Healing

A reversal of China’s zero-Covid policy weeks before LNY has brought an end to the longest-running pandemic restrictions in the world, resulting in relief but also trepidation regarding rising case numbers. Italian luxury brand Bottega Veneta and Chinese loungewear brand Neiwai have responded with radically different approaches, both speaking to a long-held desire for healing at home.

Guochao: Foregrounding Chinese Culture

Tapping into guochao (“national wave” – a patriotic appreciation of Chinese culture and brands; see China’s Post-Covid Cohorts: 2022), Apple, Miu Miu and Chinese make-up brand Florasis focus on ancient Chinese culture in their campaigns. A powerful salve during tumultuous times, this emphasis also acts as a springboard for the future.

Advocating for Achievement (and Acceptance)

Nike, Tiger Beer and BMW all highlight achievement, albeit via different lenses. While Nike centres on sporting heroes, Tiger taps into the Gen Z trend for tang ping (“lying flat” – a social protest movement deemed the Chinese precursor to ‘quiet quitting’; see The Brief), and BMW takes an idiosyncratic approach to prosperity rituals.

The ‘Chinaverse’ Emerges

Although China has been a key player in global digital commerce innovation, including mega-apps – like WeChat – and livestreaming, Beijing’s big tech crackdown and crypto ban have stifled local Web3 innovation. However, the state is now loosening the reins, with brands including Taobao and McDonald’s responding by hosting livestreaming within virtual worlds and harnessing new neural radiance (NeRF) technology.

Delivering for the Diaspora

Tapping into a fast-growing, economically dynamic community of Asians worldwide (see Key Stats), several Western brands have upped the ante on LNY activity – particularly department stores, with notable campaigns including family photoshoots at Harrods in London and Nordstrom’s heritage approach in Seattle.