5 Lunar New Year Campaign Ideas Your Brand Can Use

About one-fourth of the world’s population celebrates the Lunar New Year, which is especially important in Chinese, Vietnamese, and Korean cultures. Lunar New Year falls on February 10, 2024, and this is the year of the dragon, one of 12 animals in the Chinese zodiac. The holiday is usually marked by family celebrations, festive meals, and giving money. The celebration gives brands and influencers a chance to collaborate while reaching a new audience. If you’re looking for Lunar New Year campaigns to try this year, here are some ideas:

Fast facts about the Lunar New Year 

• Families typically clean their homes and decorate for the holiday. A clean home helps welcome good fortune.
• Parents usually gift money to their kids in red envelopes. Grandparents and family friends often give money to the younger generation, too. 
• Each culture has its own traditional recipes, which are often passed down. 
• Families usually get together for a meal to celebrate the start of a new year. 
• It’s common to get a haircut and a new outfit to welcome the new year.

Lunar New Year campaign ideas

If you’d like to plan a Lunar New Year campaign, here are some ideas: 

Lunar New Year recipes

The family’s matriarch often passes down Lunar New Year recipes. Dishes aren’t selected at random. Each dish has a certain meaning. In Chinese culture, for example, fish represents prosperity, spring rolls can increase wealth, and longevity noodles promote health. 

This year, consider collaborating with an influencer to share a family recipe. Here’s a creative Instagram Reel of a daughter sharing her mom’s recipe for rice cakes:

For a different take on this idea, take a look at this clip of two influencers swapping recipes for the holiday in an effort to drive engagement on both channels. 

Offer decoration advice

During the Lunar New Year, it’s common to decorate with red lanterns, paper door banners, flowers, and paper cuttings. Your campaign can help people decorate their homes for the holiday. It’s a great fit for DIY and craft brands, party stores, or decor companies. 

Michaels teamed up with an influencer to create DIY paper lanterns, for example:

You could ask influencers to show their followers how they decorate or ask a DIY influencer to offer a collection of easy-to-make decorations.  

Educational videos

While many cultures celebrate the holiday, many aren’t familiar with it. Your brand can team up with an influencer to help educate people about Lunar New Year. An educational book publisher put together this video that explains what the holiday is all about; an influencer could create something similar:

Offer tips or a fresh take on gifting money

In celebration of prosperity, it’s common to give money for the holiday. Money, which is usually given as crisp paper bills, is given in red envelopes. You can educate your audience about this tradition with a dos and don’ts video or ask an influencer to share a video prepping the envelopes.

Your brand could offer a fresh idea, too. A flower company created this money-themed boutique as a new way to gift money for the New Year:

Help customers find an outfit for the big day

It’s common to sport a new look for the holiday, so consider teaming up with an influencer to offer inspiration. You can ask an influencer to do an OOTD (outfit of the day) video or a GRWM (get ready with me) video. 

Clothing, hair, makeup, and accessory brands can all get in on this type of campaign. 

Craft brands could ask an influencer to make their own outfit, like this creator who made her own Lunar New Year outfit from an old curtain.

If your team is interested in collaborating with an influencer to organically promote its product during the Lunar New Year, start your search for the perfect creator on IZEA’s Marketplace. You can search for influencers, narrow your results with helpful filters, and reach out to your favorite creator from one convenient dashboard. Start your search today.