The Tamesis
Remember 2016? Back then, red envelopes, zodiac signs, or familiar celebrity faces could still host Lunar New Year events. Success is not guaranteed, but these clues are usually enough to indicate relevance. Ten years later, in 2026, the rules have changed due to social transformation. The younger generation is becoming more and more familiar with and proud of traditional Chinese culture. They no longer see it as a spectacle but as a living identity.
At the same time, post-pandemic realities have eroded people’s natural desire for luxury goods. The prominent logo and seasonal hype no longer justify the price or promise. For today’s Chinese consumers, luxury goods are being redefined, transforming from an external status symbol into an internal system of meaning. As a result, they expect marketing campaigns to be relevant, emotionally nuanced, and culturally accurate. Capsule collections, zodiac signs and glossy celebrity endorsements no longer impress; they are simply benchmarks for a market that demands more.
The Lunar New Year has long been a cornerstone of Chinese luxury goods: a time to drive seasonal sales, demonstrate cultural awareness and demonstrate local relevance. But Western brands often treat the zodiac as a rotating visual gimmick—12 animals, 12 years, rinse and repeat. The truth is, not all zodiac years are created equal. Some pass quietly; others have an impact—psychological, historical, social—that shapes how people interpret the year ahead.
Entering 2026: the Year of the Horse. The horse has always symbolized movement, independence, and forward momentum—a stark contrast to the slower, more strategic energy of the snake last year. But it’s not just the Year of the Horse. This year is the Year of the Bingwu Horse, which occurs every sixty years. Fire enhances the characteristics of the horse: speed, destructiveness and decisive action. Therefore, standing still is not an option.
The market adds another layer of complexity. In 2026, China’s luxury goods industry will be more critical, rational and emotionally sharp than ever before. Growth is slowing, discretionary spending is under pressure, and name recognition alone – whether through celebrity endorsements, capsule collections or familiar zodiac signs – no longer guarantees resonance, let alone conversion.
Why most events are difficult to register for
This year, most luxury brands are welcoming the Chinese New Year with familiar touches: zodiac signs, auspicious color palettes, universal messages of prosperity, celebrity endorsements and limited-edition capsule collections. These campaigns rarely fail—they just fall flat.
In a year culturally associated with agency and momentum, this symbolic gesture feels static. The Year of the Fire Horse is a time of inner affirmation, a psychological reset that allows people to build momentum for what comes next.
Generic wishes of “good luck” or “prosperity,” even when paired with a star-studded cast or exclusive products, feel hollow right now. What resonates are those activities that embed themselves into the actual way of life at the festival – socially, emotionally and spatially.
As Manon Hu, senior partner at Luxurynsight, points out: “Localization enters a new phase when the Lunar New Year shifts from an abstract, highly ritualized cultural time to a real, lived time shaped by the pressures and desires of the moment.”
