Most brands have already launched their Lunar New Year (CNY) campaigns as usual. This is especially true for luxury brands, where budgets are allocated for cultural localization during the RMB period.
However, as in other parts of the world, the Year of the Snake poses challenges in China as it has negative connotations due to its slippery and sometimes poisonous nature. As a result, brands are relegating the serpent aspect to the background, delving deeper into traditional symbolism or instead shifting focus to Chinese New Year celebrations. Interestingly, this is a reversal from last year, when the cultural importance of dragons in the Chinese community offered marketers almost too many angles to choose from.
Loewe leans into the Year of the Snake
Spanish luxury brand Loewe continues to collaborate with local artisans to create collections inspired by traditional Chinese crafts. From 2023’s monochrome ceramic-themed handbags to last year’s jade collection, the brand collaborates with local experts and master artisans to discuss the cultural heritage of selected forms of craft each year . This partnership is a perfect fit for LOEWE as the brand values its unique craft and artisanal traditions.
Image: Loewe/Weibo
This year, Loewe tackled the snake element head-on with two campaigns. Meanwhile, we continue to work with craftsmen to pay homage to traditional Chinese arts and crafts, and this time we’ll be introducing Chinese art, known in China as “Jing Tai Ling” (Jing Tai Lian) for its vibrant colors and vibrancy. We use cloisonné ceramics and metalwork. “Kyotai” mark. Loewe has partnered with third-generation master enameler Xiong Songtao to launch an exclusive jewelry collection featuring jingtai blue pendants with artwork including images of snakes, monkeys or auspicious clouds. The same motif is repeated on other pieces in the CNY capsule collection.
The brand’s promotional videos feature mostly snakes and combine the arts of shadow puppetry, kite-making and contemporary dance. Using snake-shaped props created by artist Shen Xintong and Weifang kite intangible cultural heritage heir Zhang Xiaodong, dancer Xie Xin and her company will perform snake-inspired movements.
Other brands that delve into snake symbolism in China include Versace and Bulgari. Versace has released a short animated video introducing the folklore of how the snake was included in the Chinese zodiac. The animation style is similar to traditional Chinese ink painting. Meanwhile, Bvlgari held an exhibition at Zhangyuan in Shanghai from January 9th to January 16th, paying homage not only to its iconic Serpenti collection but also to the Year of the Snake.
Beyond the zodiac signs
Other brands have shifted their emphasis away from snakes and instead focused on New Year’s lore and customs in the traditional Chinese lunisolar calendar.
Some people saw the festival as an opportunity to pay homage to Chinese culture. For example, Kering, the group that owns brands such as Gucci, Yves Saint Laurent, and Balenciaga, collaborated with contemporary Chinese artist Jiang Miao to create a special installation project that incorporates Taoist philosophy and auspicious signs. was carried out.
Prada’s sister brand Miu Miu released its 2025 RMB campaign video on January 7th. The video features music by Miu Miu brand ambassadors actresses Liu Haochun and Qiao Jingmai, as well as singer-songwriter Lexi Liu, who is also a brand ambassador. . The video is set in a nostalgic Cantonese/Hong Kong style club called Chinatown, where the two actresses drink while a band plays soft R&B. The band disappears along with the other guests, leaving Liu Haochun and Qiao to explore the venue’s potential. In addition to the film, the “Encounter” campaign also includes events in Beijing, Shanghai and Guangzhou, as well as a Lexi Liu preview and autograph session. On Weibo, China’s equivalent of Twitter, the Chinese version of the topic “Encounter with Miu Miu” (#MiuMiu Ruiji Jiang #) received an astonishing 25.99 million views.
German luxury brand Montblanc launched the Meisterstück fountain pen during the Lunar New Year, paying homage to traditional Chinese culture and celebrating materials such as bamboo, gold and jade. However, it was not well-received by Chinese netizens on Weibo, as many felt the product was a thematically ambiguous combination of oriental motifs.
Image: Montblanc/Weibo
Meanwhile, brands such as Ami and Tiffany & Co. simply used snake motifs in the design of their CNY exclusive collections as minimalist special editions. Such an effortless attempt to associate the snake with some symbol of well-being can be a safe way to avoid unexpected backlash.
For example, Prada’s CNY campaign video, with its unclear message of celebrity ambassadors standing in silhouette in winding lines, is considered a flop by some.
In a year with difficult zodiac signs such as the Rat and the Snake, a deep dive into traditional Chinese culture and symbolism like Loewe and Versace will show local consumers respect for luxury brands during the Chinese Yuan period. Needless to say, this is the best method. However, as Miu Miu demonstrated with its festive campaign, sometimes a simpler method of drawing attention away from the animal is the safest approach.
