Chinese New Year 2025: Shape-Shifting Traditions and Spirituality

Chinese New Year may be a little different for 2025. Evolving economic challenges, a surge in domestic travel and, as always, shifting consumer preferences add new layers to how the festival will be celebrated. Perhaps it is fitting that it will be the year of the wood snake – symbolising transformation, healing, wisdom and a sense of caution.

Falling on 29th January with celebrations lasting for several days, the holiday is a time for reconnection and is thought to be the biggest yearly migration as billions move across provinces and travel overseas to visit loved ones. But, “the sentiment has evolved,” explains Eric Lee, partner and CEO at Anomaly Shanghai. “Especially in the wake of the pandemic and economic challenges, people treasure the opportunity to connect with home comforts even more, given the harsh environment outside.”

Where young people used to dread elements of visiting family, such as being interrogated about their career or relationships, Eric says that now, “more young people are finding that returning home is like returning to safe harbour.” 

Tien Minh Tran, associate account director at Cheil Vietnam has noticed another shift: “After the pandemic, and given the global socio-economic landscape and its stagnancies, consumers have been trying to simplify the way they celebrate Tết [the equivalent of Chinese New Year in Vietnam] – not in a sense of cutbacks but rather in putting their focus on the roots and true meaning of all traditions. We no longer promote extravagant occasions and overwhelming parties with messages of ‘more wealth’, but rather ‘more connection / more meaningfulness’ in everything that we do.”

“Tết is far more than a celebration; it is a profound cultural and emotional cornerstone for Vietnamese consumers,” confirms Linh (Nemo) Nguyen, strategy director at Happiness Saigon. “To truly resonate during this cherished time, brands must align with three essential pillars: space for connection, honouring tradition with a contemporary touch, and celebrating renewal and prosperity.”

Tjer Wang, head of creative at FCB SHOUT has noticed the same in Malaysia: “Consumers are more attuned to brands that are able to go beyond the superficialities of the season and attempt to connect with their audience with more compelling narratives that spark conversations. I think traditions are defined by the whys and not the hows. As long as the spirit of the traditions and the intention behind them are honoured, brands definitely have the freedom to embrace modern-day CNY celebrations by injecting new trends and the evolving behaviours of consumers through sheer creativity. Brands that are bold enough to do it are more likely to win the hearts (and wallets) of consumers.”

“The beauty of Chinese New Year,” states Whitney Goh, planner at VCCP Singapore, “is that different communities celebrate it slightly differently across Asia. In Singapore, the CNY spirit is still very much around family, food and togetherness. While core traditions are still deeply respected, some aspects are evolving into a more dynamic and multifaceted celebration that blends traditional customs with modern lifestyles. One of the shifts we are seeing, especially among younger Singaporeans, is the gradual trend towards smaller, more intimate celebrations with loved ones beyond blood-relatives rather than the large family gatherings that have been the norm for so long.”

Tien adds: “In light of the challenges of recent years, particularly for breadwinners and family providers burdened with numerous obligations, a new trend has emerged in messaging. This shift focuses on individualism – encouraging self-care and personal renewal to approach the New Year with a refreshed mind and body.”

While renewal has always been at the heart of Chinese New Year, Jemimah Seow, strategy director at The Secret Little Agency notes that the idea of ‘new’ has undergone a modern, mindful transformation in recent years. “Traditionally, a fresh beginning was expressed through new clothes, updated home decorations and crisp banknotes exchanged during visits. Now, we’re seeing a move toward ‘re-worked’ – whether that’s upcycled clothing or ‘good-as-new’ recycled bank notes as seen with The Monetary Authority of Singapore (MAS).”

The central bank is encouraging people to use Fit notes and e-hong baos instead of new banknotes during Chinese New Year in an effort to reduce waste and make the celebrations more sustainable. “Shifts like these reflect a deeper evolution: the spirit of renewal remains, but today’s traditions are smarter, more intentional, and in tune with modern values.”

“There has definitely been a progressive and palpable move toward conscious consumption for today’s youth, a generation that sees sustainability as a personal responsibility,” says Neon Oliver Drew, account director at VIRTUE. “For example, gen z-ers are embracing sentimental value, opting for re-purposing existing looks or even their parents’ CNY clothes from when they were their age, giving it their own spin and personal style which I’d like to think is like passing down an heirloom with a modern twist.

“For brands and marketers, this shift presents an opportunity to honour heritage while reflecting modern attitudes. In this vein, TikTok Shop launched the ‘pre-owned luxury’ category, enabling the community to browse and purchase authentic luxury fashion without ever having to leave TikTok.”

“As a demographic raised by social media,” he continues, “the exposure and easy access to information also births a new generation of young Chinese across Asia that proudly embrace their roots while armed with liberating openness to a global outlook. Against this landscape, there is increasing appreciation of cultural fusion, whether it’s east meets west, or old meets new.

"Take KAIKAI, a Singaporean shopping app that rewards purchases with cryptocurrency, for instance. It collaborated with artists to produce a CNY music video blending hip-hop, beatboxing, and traditional Chinese instruments, amassing over a million views. The campaign illustrates how nostalgia and modernity create a compelling cultural narrative, with east-meets-west and new-meets-old dynamics resonating deeply during the most important annual cultural event for the Chinese community.”

“When Chinese consumers build up their own cultural confidence, brands are more brave in bringing in Chinese elements and presenting them in modern ways,” Eric says. “Especially during the CNY period, even international brands would like to bring in Chinese cultural elements. That said, there is a subtle trend that people are regressing to some more traditional things – it is related to the economic situation. When there are challenging times out there, people will reminisce about the good old times. Nostalgia sells better when people need reassurance and comfort. So we believe in the coming CNY, there will be more revisiting of traditions, rather than modernising for the sake of modernising.”

He notes that “more and more young people are turning to products with good omen. It used to be older generations who buy these kinds of products. Maybe in the face of today’s climate, younger people are now relying more on a superior force to help them get through the tough times. For the same reason, we see more young people visiting temples to pray for good luck in the new year.”

Rather than rejecting tradition, younger consumers are reinterpreting and reinventing tradition for the modern day. “Brands have a unique opportunity to honour the roots of CNY while reinterpreting them by introducing playful, contemporary twists that are in line with this generation’s values and aesthetics,” Neon affirms. “Take ‘shou sui’, the tradition of staying up late to bless parents with longevity – could coffee brands craft campaigns around late-night energy, or nightlife brands tie in with how gen z sees family as chosen, not just blood?

“In a cluttered festive season that is full of noise, consumers are also seeking novelty in the form of unexpected, unique, one-of-a-kind limited editions or unconventional collaborations. Fendi hit the spot last year with an unexpected collab with Pokemon, embracing the year of the dragon with limited edition merchandise including a Dratini-shaped crossbody and a Dragonite leather doll.”

“In the past year, we’ve seen creative reinterpretations of traditional symbols,” Jemimah agrees. “The ‘Loong’ Ang Bao by The Secret Little Agency takes a spin on the Chinese Dragon (龙, pronounced lóng or loong), by making it long-er – a playful nod to the dragon’s name and symbolism. It’s about capturing the emotional essence of tradition and blending it with modernity. DBS recognised that some customers missed the scent of physical money, so they created Huat Eau De Parfum, creating the smell of cash to complement the bank’s QR Ang Bao. By doing so, DBS turned a digital transaction into a tactile, nostalgic experience.” 

As Anh Nguyen, creative group head at VCCP Singapore points out: “I think the tone of Chinese New Year / Lunar New Year messaging has shifted. While emotional appeals were once dominant, brands today are not afraid to lean more into comedy and lightheartedness. They’re still able to tell meaningful stories without resorting to tear-jerking narratives. Furthermore, brands are adopting a serialised approach to their Lunar New Year campaigns, building continuity and anticipation. Singtel's long-running series of ads featuring two feuding families is a great example of this. By creating recurring characters and storylines, brands foster familiarity and develop a loyal following that eagerly anticipates each year's instalment. This allows for deeper storytelling and more sustained engagement, transforming a single campaign into an ongoing narrative.”

But, says Whitney, brands must avoid modernising solely for the sake of it. “There’s still beauty in embracing nostalgic traditions – the enduring popularity of the cheongsam and the significance of the reunion dinner are prime examples. The key is balance – successful brands will respect tradition while subtly incorporating modern elements that enhance the experience without feeling contrived.”

When it comes to modernising tradition, two of the key elements to consider are speed and convenience. “The development of digital platforms has played a pivotal role in modernising practices,” states Janice Kok, head of strategy at Grey and AKQA China, “from sending red envelopes through WeChat and Alipay to revolutionising how people engage with the iconic Chinese Spring Festival Gala (the most prominent TV show in China watched by a big part of the population after the CNY eve reunion dinner to welcome the new year).

"Today, viewers experience the event across multiple screens, using their mobile phones to interact online, join live discussions, and foster real-time connections with others. Notably, Xiaohongshu (a social media and e-commerce platform) recently announced its exclusive partnership as the designated note-sharing platform for the Spring Gala, further showcasing the integration of tradition and technology in modern celebrations.”

Tjer shares that “technology used to be deemed as the disruptor to any festive celebration because it distracted people from being 100 per cent present and connecting meaningfully. But today, the world has become more receptive towards the tech. Video calls for those who can’t make it home, electronic ang pows, viral Chinese New Year songs and dances born from TikTok, the convenience of ordering an entire reunion feast in seconds through a mobile device, and even the emergence of pollution-free electronic firecrackers just to name a few… Celebrants worldwide are adopting these new innovations that, in my opinion, are actually doing more in preserving the traditions behind the CNY festivity instead of diluting them.”

Tien highlights that this was further pushed during the pandemic. “What began as a way to encourage contactless interactions has evolved into a lasting shift in behavior and culture. 

Physical red envelopes are increasingly replaced by e-wallets that feature animated wishes with dynamic designs and options for social media sharing, making the tradition more engaging and accessible. While social commerce platforms like TikTok have become the go-to solution for purchasing Tết snacks, gifts, and other essentials like clothing, makeup, and incense. These platforms provide convenience for time-pressed individuals balancing work and home responsibilities.”

“Modern households are definitely embracing practicality,” Nemo adds. “Pre-made Tết delicacies, cleaning services and app-driven solutions have alleviated the once-daunting workload, enabling families to focus on meaningful connections and the joy of the season.”

“There's a clear e-commerce boom happening,” states Whitney. “Online shopping has become the go-to method for many when it comes to purchasing Chinese New Year essentials. Convenience is a major driving factor behind this trend. Chinese New Year preparations can get really busy and frantic, and the ability to pre-order everything online, including things that previously required more effort becomes a huge draw for consumers. For example, ready-made hotpot bases and pre-curated hampers are becoming increasingly popular, allowing people to save time and effort during the festive season.

“Gen z consumers especially are increasingly drawn to brands that offer experiential and gamified elements to enhance the festive season. A great example of this is Google Pay's annual Chinese New Year ‘Huat Pals’ game in Singapore. This online game has become incredibly popular, allowing users to collect virtual ‘Huat Pals’ by completing daily tasks. The incentive of winning rewards for collecting all five pals adds a playful, competitive spirit to the festivities. Brands that can offer interactive, entertaining and shareable experiences alongside their products or services are more likely to resonate and connect with today's consumers during Chinese New Year.”

“Technology is being intentionally deployed to up the novelty factor,” Neon agrees. “Hennessy collaborated with Chinese artist Yeo Yong Liang for their Lunar New Year limited edition bottles last year, centered around metallic dragon motifs. Beyond bottle design and packaging, this collaboration was brought to life in the form of an AR filter, combining timeless symbolism with digital interaction to engage young digital natives, refreshing the brand while embracing heritage and tradition.

“And beyond the usual e-commerce platforms and festive deals, TikTok Shop has been an interesting platform that is leading the charge in shaping social commerce through integrated livestreams and how they operationalise influencers to create more experiential and immersive shopping experiences to rival physical experiences. Social shopfronts have conventionally been that, a shopfront…on social, where the buying experience still feels very much like a one-person activity. By embedding shoppable functions within livestreams, we’re taking the best of offline shopping with the convenience of not having to move an inch.”

“Livestream shopping events are thriving,” Janice adds, “with influencers driving excitement by showcasing exclusive CNY-themed items and limited-edition products. In addition, online-to-offline platforms are gaining traction for preparing gifts and organising reunion dinners, bridging the gap between digital convenience and offline experiences. Meanwhile, offline retail remains vital for luxury purchases and for families seeking immersive festive atmospheres and experiences in stores and shopping malls, where the holiday spirit is brought to life.”

With all this reinvention and transformation, there could be no better fitting animal to represent the year than the snake, known for shedding its skin.

“The year of the snake in 2025 will likely bring a blend of mysticism, wisdom, and transformation into Lunar New Year marketing, as the snake is often associated with intelligence, elegance and mystery in Chinese culture,” Neon explains. “I expect many brands will take this in stride with sophisticated designs and subtle storytelling that connects to the snake’s symbolism of change and growth.”

“Naturally, we'll see traditional depictions of the snake motif in various forms,” Whitney says, “however, given the plethora of snake references in pop culture – from Taylor Swift's Reputation era to Kobe Bryant’s iconic Black Mamba legacy in sports – we can expect to see these influences subtly woven into celebrations. I anticipate cheeky, humourous and witty takes on the snake motif, especially from gen z-ers who are all about bold self-expression.”

“The snake is a zodiac symbol rich with creative potential,” Jemimah shares. “Known for its strategic and shape-shifting nature, the snake carries layered cultural meanings, making it ripe for artistic reinterpretation rather than literal depictions. Expect brands to embrace its fluidity and elegance with dynamic, movement-inspired designs – whether in logos, packaging or product aesthetics. Burberry’s snake-inspired B monogram and Rémy Martin’s collaboration with Chinese artist Huang Yuxing, which showcased the snake’s transformation, are great examples of how this theme can be brought to life. For brands, the snake isn’t just a motif – it’s a gateway to exploring themes of transformation, adaptability and sophistication. The question isn’t whether to lean into the snake’s symbolism, but how to do it in a way that feels fresh, modern, and connected.”

As the year of the wood snake dawns, Chinese New Year stands as a testament to the enduring balance between tradition and innovation. From the rekindled appreciation for custom and spirituality, to the mindful embrace of sustainability and technology, the festival offers a vivid snapshot of how a timeless celebration can grow alongside the times.