Brands look to deepen emotional connections with consumers through designs symbolizing prosperity, adaptability
As Spring Festival, the most significant annual celebration in the country, approaches, global and local brands have stepped up efforts to deepen emotional connections with Chinese consumers, with innovations and designs symbolizing prosperity and adaptability to not only boost sales, but also strengthen their cultural resonance.
Sportswear brand Nike has launched its "Agile Snake Welcomes the New Year" collection, inspired by the snake's symbolic attributes in Chinese traditional culture — wisdom, agility and resilience.
The series encourages wearers to embrace flexibility and adaptability when facing challenges, aiming to infuse the Lunar New Year with vitality and growth, according to Nike.
Drawing inspiration from the snake's fluid movements, the collection features distinctive elements such as "agile snake patterns", copper coins symbolizing prosperity and spring-themed motifs, said the company.
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Designed to bring good fortune "with every step", the range includes men's, women's and children's categories across lifestyle, basketball, running and more, catering to both athletic and everyday needs.
Nike has also introduced fresh looks for its athlete ambassadors, highlighting the collection's versatility and vibrant energy. Tennis star Zheng Qinwen is promoting the women's Nike Dunk Low shoes, which boast a classic retro paneled upper, specially crafted Lunar New Year-themed laces and playful Chinese knot embellishments.
In the natural world, snakes shed their skin to adapt to their growing bodies — a process that symbolizes change, renewal and self-transcendence in traditional Chinese culture. Drawing on this rich symbolism, Nike Inc's Jordan brand has launched a New Year Transformation product series to celebrate the arrival of the Year of the Snake in 2025.
Jordan's new collection has merged cultural elements with innovative designs, positioning itself as a trendsetter in the realm of street fashion, said the company.
The brand said it offers a blessing to the younger generation, encouraging them to embrace change, pursue personal growth and fearlessly elevate themselves at the start of the new year.
"Today's consumers are more rational and value-driven, placing a strong emphasis on cost-effectiveness. However, during major festivals, they remain willing to spend on experiences and emotional connections. Brands that can tap into these consumer emotions have a great opportunity for growth," said Jason Yu, general manager of CTR market research.
Athletic lifestyle brand Lululemon has launched a 2025 Chinese New Year Capsule. Inspired by the zodiac sign and ancient floral print art, the capsule artistically fuses tradition and modernity. Lululemon uses a brand-new color palette to depict the canvas of spring.
Additionally, serpentine patterns are used to outline lines and add lively embellishments, balancing traditional and modern aesthetics.
The new series meets the needs of various scenarios, whether for leisure or sports, and encourages everyone to rediscover the feeling and embrace their own spring — a time full of hope, passion and vitality, said the company.
Global fashion brand Zara recently announced a new collaboration with Chinese brand AO YES, introducing a limited edition collection that spans men's and women's apparel as well as home products.
This partnership follows Zara's collaborations with other Chinese designers, reflecting the brand's growing focus on embracing local cultural elements and creative talent.
The design inspiration for the Zara | AO YES collection is rooted in the symbolism of the "Chinese Knot", a traditional motif representing unity and good fortune.
Timed to coincide with China's most important family reunion season, the collection blends traditional Chinese aesthetics with contemporary design, offering consumers a fresh interpretation of modern Oriental style through AO YES' visual lens, said the brand.
On Jan 9, Zara unveiled the limited edition series at a pop-up space in Shanghai. The location featured a Victorian-style building that dates back to 1897 in an effort to blend East and West — a theme central to the collaboration. The space was transformed into a modern art venue, anchored by a giant Chinese knot sculpture.
Zara launched a live broadcast of the pop-up event on its app and official website, marking its first cross-platform livestreaming initiative. The brand aimed to enhance online consumer engagement by offering real-time product showcases and interactive content.
Eugenio Bregolat Lukashov, president of Inditex Greater China, said, "The cooperation with AO YES is not only due to the unique creativity and inspiration of Chinese local designers, but also an opportunity for the brand to continue to learn about Chinese tastes and aesthetic culture."
For Zara, diversity and creativity are of great significance, and new Chinese style is also part of the brand's inspiration sources, said the president.
As more and more Chinese local designers go global, their works have also injected inspirational vitality into the global fashion stage, he added.
The charm of Zara lies in its ability to integrate different creativity, diverse cultures and various fashion tastes, thus shaping a more diverse and inclusive fashion proposition, said the company.
In addition to new apparel, confectionery is also a major gift sector during the festival season.
Global confectionery giant Ferrero Group, known for its brands such as Ferrero Rocher, Ferrero Collection, Kinder and Kjeldsens, has unveiled a Spring Festival-themed collection to celebrate the Year of the Snake, blending traditional elements with modern design.
This festive lineup features snake-inspired designs while incorporating key symbols of Chinese culture into Ferrero's signature products. The initiative underscores Ferrero's strategy to strengthen its presence in China by aligning its offerings with important cultural celebrations.
One standout product is the "rocher lucky token pack", inspired by Chinese fortune sticks. Each pack includes three variations representing "Luck", "Wealth" and "Happiness". Opening the pack reveals a hidden message, adding a layer of surprise and best wishes to festive gifting.
Ferrero has also introduced the Ferrero Rocher Tree, a fortune-themed product featuring a tree-shaped design with layers of chocolates. Cut-out ingot shapes reveal the chocolates inside, creating a shimmering golden tree that symbolizes prosperity. Adorned with the auspicious phrase "bringing in wealth and treasures", the product doubles as a decorative piece, enhancing its appeal as both a gift and a festive home accessory.
To meet the increasingly diverse preferences of Chinese consumers, Ferrero China has integrated its brand resources by combining the gifting attributes of Ferrero Rocher, Ferrero Collection and Kjeldsens.
This approach is designed to drive sales by leveraging product complementarity and enhancing the gifting experience during the holiday season.
"Spring Festival is a precious time for family reunions and expressing blessings. We value emotional connections and are committed to strengthening Ferrero's association with major festive gifting occasions like Spring Festival through products that blend tradition with modern flair," said Zhang Suyi, general manager of Ferrero China.
Hsu Fu Chi, a leading confectionery brand, launched a 17-day candy tour spanning six major cities across China, aiming to spread sweetness and joy while driving holiday sales.
The "Sweet Tour", which began on Jan 1 in Beijing's Sanlitun, will travel through Zhengzhou of Henan province, Wuhan of Hubei province, Shanghai, Fuzhou of Fujian province, and concludes in Dongguan of Guangdong province — Hsu Fu Chi's headquarters.
The company aims to rekindle cherished festival memories by distributing billions of candies during the tour. This initiative seeks to enhance consumer engagement while boosting sales during the most significant gifting season in China.
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Hsu Fu Chi's signature Spring Festival candy jars, featuring eight best-selling flavors, remain a staple of the holiday season. Widely regarded as symbols of fortune and joy, these candy jars have become a popular choice for family gatherings and celebrations.
This year, in collaboration with renowned Chinese designer Pan Hu, Hsu Fu Chi has introduced a limited-edition "Sugar Coat" candy bucket. The bucket features traditional Chinese motifs such as river cliffs and floral patterns combined with modern design elements. Additionally, it includes a national-style scarf, enhancing its visual and cultural appeal, making it both a collectible and a gift.
According to a consultancy Nielsen data, Hsu Fu Chi captured 30.2 percent of the bulk candy market in 2022, securing its position as a leader in the confectionery industry. During the 2023 Spring Festival, the brand achieved a market share of 28 percent in the bulk segment, marking a five-year high. Its share in the bulk sugar candy and bulk chocolate categories also exceeded 35 percent and 40 percent, respectively.
By blending cultural symbolism with innovative marketing strategies, Hsu Fu Chi continues to dominate the holiday candy market, offering consumers with products that resonate with both tradition and modernity.
Yu of CTR added that the official Spring Festival holiday has been extended from seven days to eight, with many people likely to take earlier leave, further stimulating holiday market demand. He said that the government continues to introduce stimulus measures aimed at energizing consumption. "Longer holidays also present new opportunities for the cultural and travel industries," Yu said.
