How U.S. brands are talking about the Chinese New Year
The cultural celebration has been championed by more and more organizations, with companies seeing big returns from speaking to Asian American demographics.
Lunar New Year is on Feb. 16, and for two weeks prior and two weeks after, Asian-Americans
are buying new goods, making travel plans, cleaning their homes and giving (and spending) money.
Many brands have taken notice of the holiday by launching products and marketing campaigns targeted toward Asian-American consumers, whose collective spending peaks at around $825 billion a year, according to Nielsen.
Nike, Air Jordan, Adidas and Kenneth Cole have limited-edition sneakers available for anyone needing a new pair of kicks to ‘kick’ off the year. MAC Cosmetics has released a peach-themed Lunar New Year makeup collection. Estee Lauder is selling nighttime skincare, and Givenchy went rouge with a powder and lipstick dressed up for the holiday.
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