Brands Hop Into Year of the Rabbit With Playful Products, Thoughtful Rituals

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As China gets ready for the first Chinese New Year holiday rush following the removal of COVID-19-related restrictions on Jan. 8, brands have released their Year of the Rabbit campaigns for the key gifting period.

Moschino’s Year of the Rabbit campaign featuring Bugs Bunny.

For Pooky Lee, “emotionally sensitive” campaigns can further engage the younger generation of Chinese consumers who value nuanced, creative expression from brands. “It means that you truly understand and respect the complexity of the market,” said Lee. Echoing creative director Matthieu Blazy’s vision of setting “craft in motion,” the brand also set in motion a traditional green-skinned train that bore no brand markings, only the slogan “On the road back home, Happy New Year.

“This is our second Lunar New Year capsule collection, which has seen increasing popularity with our wholesale and retail partners,” said Chong. “We believe that part of the success is due to our sincere yet contemporary approach, respecting traditions but also celebrating this important moment with modern sensibilities that was previously missing from the market.”


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