{"id":23107,"date":"2026-02-22T15:51:53","date_gmt":"2026-02-22T15:51:53","guid":{"rendered":""},"modified":"2026-02-22T15:51:53","modified_gmt":"2026-02-22T15:51:53","slug":"how-lunar-new-year-became-a-marketing-moment","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23107","title":{"rendered":"How Lunar New Year became a marketing moment"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/02\/MKB-LunarNewYear-SM-021402926.png\" \/><\/p>\n<div id=\"article-body-content\">\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Calling all who celebrate Lunar New Year! Gather your family, friends, red envelopes, and\u2026brands?<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">The Year of the Fire Horse is officially upon us, and in honor of the holiday celebrated across Asian diasporas, a plethora of companies\u2014from beauty brands like Lush Cosmetics to drinkware brands like Stanley 1913 to luxury fashion brands like Burberry, Staud, and Dior\u2014have rolled out dedicated product lines and marketing campaigns targeted toward the Lunar New Year, with brands across industries embracing the color red, interpretive horse designs, and other festive nods.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Some brands have celebrated the cultural holiday for many years, especially in Asian markets, but some creators and marketers told us they have noticed an uptick in Western brand participation, as well as a general increased interest in Asian culture and commodity (take, for example, the \u201cYou met me at a very Chinese time in my life\u201d trend on TikTok). The difference between celebration and overcommodification can be a thin line to walk, and is something brands that choose to lean into Lunar New Year should keep in mind, according to Amanda Lee Sipenock Fisher, diversity, equity, inclusion, and belonging lead at Lush Cosmetics.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cIf you have this end goal, let\u2019s say, for brands who are looking to participate in Lunar New Year, to meet more of their East and Southeast Asian customers\u2026and to do so in a way that\u2019s really meaningful, I think when it lands well, [it\u2019s] because you can tell that people with an authentic and real perspective were a part of every single part of the process,\u201d Fisher told us.<\/p>\n<h2 class=\"dist__StyledText-sc-5791265-8 hkfQZQ\">Team effort<\/h2>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">For brands like Lush that choose to highlight Lunar New Year, planning starts well in advance of the holiday. Fisher said that planning at Lush began about eight months before its December product launch, which gives the company time to tap into its internal employee resource groups to help inform the design and invention process of its bespoke product line.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">This year marks the brand\u2019s fourth time creating an allocated LNY line, and Lush\u2019s collection features limited-edition bath bombs, shower gels, massage bars, and other body care items designed with festive colors and culturally significant ingredients like mandarin and camphor. To land on these details, Fisher said Lush leans heavily on its Co-Create program, which calls on employees who have personal connections to certain holidays to serve as in-house experts.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cThey\u2019ll weigh in on everything from the actual product ingredients and names [to] the stories, and it\u2019s a really hand-in-hand process,\u201d Fisher said. \u201cThere\u2019s a lot of weight given to our staff\u2019s experiences and ensuring that the feedback and the ideas they have are really put across accurately and with a lot of cultural relevance and input.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Brand efforts for Lunar New Year can sometimes unite teams across continents, a rather fitting side effect of such a wide-spanning holiday. Stanley 1913, the brand that produces the often-viral Stanley cup, follows the lead of its APAC team for cultural insights, and putting together its limited-edition products is \u201ctruly global work,\u201d according to Yu-Nien Chang, GM of APAC at Stanley.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cAbout four years ago, we all came together like, \u2018Okay, how do we plan this thing around the world?\u201d Chang said. \u201cAs we are a global brand, we don\u2019t want to portray the brand differently, but at the same time, we need to nod to the culture.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Stanley\u2019s 2026 Lunar New Year collection includes a version of its popular Quencher tumbler featuring a red stallion for its US market, plus other culturally significant color variations for other markets, like a blue-and-white version designed to honor Korea\u2019s celebration of Lunar New Year, Chang told us. Design is a key part of how Stanley interprets and hopes to honor the holiday, and Chang said keeping its choices elevated is essential for both Lunar New Year and the brand.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201c[With our designs], we have to take kind of more of an emotional level [look at] like, \u2018What are we trying to say?\u2019\u201d she said. \u201cWhat is the most important theme or meaning that we want to come across?\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5791265-8 hkfQZQ\">Culture exchange<\/h2>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">While both Lush and Stanley have invested in Lunar New Year for the past several years, both Fisher and Chang said it seems to be growing as a space for brand celebration, especially in the US.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cMy hypothesis is that it\u2019s probably something a bit new,\u201d Chang said. \u201cAt the same time, we do have, I think, a big size of community in the US that\u2019s celebrating this, and I think hopefully people are more open to each other\u2019s culture.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Lunar New Year isn\u2019t Stanley\u2019s biggest holiday for sales, Chang said, but it serves as a moment where the brand can show up in a conversation that customers are already having. And there\u2019s certainly interest in the product line: Stanley\u2019s LNY Quencher cups are currently sold out on its website.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Fisher said continuing that conversation across brands and industries is something that hopefully can continue.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cI think the intention there is beautiful, and we should encourage it,\u201d Fisher said. \u201cWhat carries it well to the finish line is ensuring authenticity through pure collaboration with the people who know it better than anyone else.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2026\/02\/17\/lunar-new-year-marketing-moment-stanley-lush?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Calling all who celebrate Lunar New Year! Gather your family, friends, red envelopes, and\u2026brands? The Year of the Fire Horse is officially upon us, and in honor of the holiday celebrated across Asian diasporas, a plethora of companies\u2014from beauty brands like Lush Cosmetics to drinkware brands like Stanley 1913 to luxury fashion brands like Burberry, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23107","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Lunar New Year became a marketing moment | Brandiary<\/title>\n<meta name=\"description\" content=\"Calling all who celebrate Lunar New Year! 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