The Chinese New Year represents marketing's ultimate proving ground in China. How do brands craft stories that resonate with both cultural authenticity and emotional depth? For this Year of the Horse, several standout campaigns have moved beyond clichés—digging into the zodiac's symbolic core, aligning with brand ethos, and reimagining festival storytelling to create genuinely compelling cultural conversations.
1. The North Face: Own Your Year – Answering the Call of the Wild
Core Insight: Personify the brand by aligning its legacy with the zodiac's cyclical nature.
The North Face’s campaign feels almost destined: its founding year aligns with the Year of the Horse, transforming the personal superstition of one’s benming nian (本命年) into a powerful brand metaphor. The tagline “探索是本命” (“Exploration is in our nature”) works on two levels:
- Literal: The North Face “belongs” to the Horse zodiac, making this its symbolic year.
- Philosophical: Exploration isn’t just what they do—it’s who they are.
By fusing the Horse’s attributes—momentum, perseverance, and spirit—with the brand’s outdoor identity, the campaign turns a seasonal promotion into a brand manifesto. “Answering the call of the distant mountains” becomes an invitation to adventure that speaks to a universal desire for freedom and challenge.
Source:xiaohongshu(RedNote)
2. Bottega Veneta: An Oasis of Quiet Luxury
Core Insight: Challenge visual conventions by cultivating atmosphere over noise.
While competitors amplified traditional festive frenzy, Bottega Veneta embraced restraint—curating a refined, cinematic interpretation of the holiday. Through a series of subtly staged shorts capturing intimate moments like “Omen of Spring” and “Joy of Vacation,” BV presented the New Year as personal and poetic, not merely communal and loud.
This approach resonates with younger, discerning audiences seeking meaning beyond ritual. The curated soundtrack—“Sweet Honey”—further elevates the mood, replacing typical festive music with nostalgic elegance that mirrors the brand’s quiet luxury ethos. Here, CNY isn’t preached; it’s felt.
Source: xiaohongshu (RedNote)
3. Belle: Weaving Heritage into Modern Experience
Core Insight: Translate cultural sentiment into tangible, immersive artistry.
As a leading national footwear brand, Belle blended craftsmanship with cultural storytelling. Their campaign, named “骊” (Li—an ancient term for a black steed), anchored the Horse in historical context, avoiding zodiac literalism.
- Material Narrative: Collaborating with an artist, Belle used leather and shoe materials to sculpt a dynamic horse—turning craft into metaphor.
- Spatial Storytelling: The installation extended beyond visuals into physical spaces where visitors could interact with the artwork, transforming abstract New Year wishes into embodied experience.
Belle’s approach shows how a heritage brand can honor tradition while speaking to contemporary sensibilities—bridging emotion and artifact with thoughtful creativity.
Source: xiaohongshu(RedNote)
Insights for Meaningful Localization
These campaigns illustrate that succeeding in China requires more than symbolic gestures. Effective localization demands:
- Cultural Fluency: Understanding symbols in context, not as stickers.
- Emotional Intelligence: Tuning into modern moods while honoring tradition.
- Brand Integrity: Letting cultural insights amplify, not dilute, brand identity.
4. Longines: Heritage in Motion
Core Insight: Elevate cultural symbolism through intimate craftsmanship and kinetic artistry.
While many campaigns celebrate tradition with static iconography, Longines focused on bringing heritage to life—literally. The centerpiece was a limited-edition watch for the Year of the Horse, featuring a case back engraved with a leaping horse from Xu Beihong’s revered painting. The magic is in the motion: with the wearer's movement, the horse appears to run, transforming the timepiece into a personal, animated heirloom.
Source:xiaohongshu(RedNote)
This approach transcends mere commemoration, offering a tactile and emotional connection to cultural pride. Showcased by ambassador Yu Shi, the campaign frames the fearless spirit of the horse not as a distant symbol, but as a living companion on the wrist. Here, tradition isn't just observed; it moves forward with you.
For global brands, the Chinese New Year offers a moment to engage authentically—not just to sell, but to belong. When storytelling aligns with cultural spirit, marketing becomes more than a campaign; it becomes a conversation.
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