Lunar New Year: How Brands Can Show Up for Asian Americans

Brands in America have a strained history with thoughtful representation of non-white cultures and consumers, and the historical mistreatment of Lunar New Year is no different. Often referred to exclusively as Chinese New Year, brands often misrepresent the diversity of Asian cultures that celebrate the holiday. Whether it’s Burberry’s slightlytooobscure and superficial Asian elements incorporated in designs or the widely adopted habit (and casual laziness) of throwing on a red outfit, it all falls flat.

As Asian Americans have emerged as the fastest-growing population in the nation, brands have attempted to shape products and marketing campaigns to better appeal to this demographic and capitalize on one of the largest celebrations of the year. Unfortunately, it hasn’t always been done with the appropriate lens or acceptable level of understanding.

Let’s take a quick step back and acknowledge the roots of Lunar New Year because it’s not just red envelopes and money. Based on the lunisolar calendar, it falls after farmers historically harvested crops, allowing them time to rest and reunite with their families. The holiday is centered around family and with that comes a variety of traditions involving food and gifts meant to help usher in a new year filled with good luck and prosperity.

Launching Cultural Campaigns with Credibility

This requires planning ahead and committing with deliberate thought and respect. When we look specifically at the breadth and depth of the Asian American experience, brands can learn from the mistakes of their, ahem, ancestors, in a few ways:

1. Explore the third-culture Lunar New Year. As Millennials and Gen Zers build their spending power, we encourage brands to find ways to relate to them. Ask yourself, what does this holiday mean to them growing up in a culture different from that of their parents?
2. Tell a story that incorporates the celebration’s roots. The overarching themes of family, hospitality, and rest are an integral part of the holiday. Think of ways the Asian community can be proud of their history and culture.
3. Avoid using the phrase “Chinese New Year.” As much as the holiday is closely tied to Chinese culture, unless you’re specifically speaking to Chinese New Year traditions, the Lunar New Year is celebrated by many different Asian cultures.

While some brands have missed the mark here, a lot of our favorites have shown how you can respectfully marry an understanding of the cultural tensions with the product launches to create campaigns that feel authentic and on the pulse.

Omsom thoughtfully leans into this new generation of Asians.

Why it Works: Omsom founders (and sisters) Vanessa and Kim Pham created their own holiday to answer the question, “What does it look like to continue building upon generations of tradition?” It’s a perfect blend of embracing old traditions and new ideas in a dynamic campaign spanning education, product, and collaboration with the Asian community.

Nike, Converse and Jordan Brand went beyond red and gold

Why it Works: The bold colors match the excitement and fun commonly associated with this holiday. It says that Lunar New Year is more than just wearing red and gold, but being loud and proud about where your family is from. The color scheme also speaks to themes like prosperity, abundance and luck, which many people hope for themselves and loved ones.

Apple talks about the culture, not the product.

Why it Works: Apple, known for its compelling advertising and storytelling, launched a commercial directed by Chinese American director Lulu Wang. The overarching theme of family (the essence of Lunar New Year) is present throughout the short film.

Brands have a long way to go in order to successfully connect with Asian American audiences. As marketers work towards building inclusive strategies, the Asian community market is ready to be listened to and heard, and ready to see real, informed strategies that find prosperity around and beyond Lunar New Year.

Questions? Or looking for additional guidance about how your brand should participate in upcoming cultural moments? Send us an email allyship@praytellagency.com.

About elevAsian

ElevAsian’s purpose is to connect in a safe space, discuss issues impacting the Asian community, and seek opportunities to uplift others.