Alipay: Emerging victorious in the Digital Hongbao Battle

The gifting of Hongbao, one of the most notable traditions in Chinese New Year (CNY), has been used in marketing for several years. In the digital age, digital Hongbao rather than physical Hongbao has increased in popularity especially amongst the younger generation, as advanced e-payment systems assure users of greater safety and security when transferring […]

Spring Festival Marketing: How Chinese Brands Capitalise on the Festive Season

Chinese New Year, or the Spring Festival, is one of the most important festivals in China. It celebrates the beginning of a new year on the traditional lunisolar Chinese calendar, marking the end of winter and the start of spring. Themes of good fortune, happiness and wealth and longevity are reinforced through the many customs […]