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Brands and the Chinese Zodiac

An enthnographic study combined with sensational photojournalism, this unique and ground-breaking project revealed how families in cities and towns beyond the country’s biggest centers planned and celebrated Chinese New Year.

We commissioned award-winning photographer Cecilie Østergren to live with two families in different parts of rural China throughout the festive period, documenting in stunning visuals how people shop, prepare for and share the festival. The result captures a series of insightful and often tender moments not normally seen by outsiders.

There is also some powerful analysis of the role brands play in Chinese New Year celebrations, particularly in tier-three and tier-four cities and beyond.

Brand Highlights on the Chinese New Year

The Spring Festival is an important time of year as a chance for families to come together but also for brands to launch innovative products & campaigns.

See how consumers and brands enter the Year of the Dragon.