Wednesday, January 29, 2025

Happy Lunar New Year 2025!



Gung Hay Fat Choy, or translated into Cantonese: "Wishing you prosperity."

2025 is the Year of the Snake and is celebrated around the world beginning today. It is an annual 15-day festival around the world that begins with the new moon that occurs sometime between January 21st and February 20th according to Western calendars - and festivities last until the following full moon.

According to the Calgary Herald, "Loathe them or love them, snakes are slithering into the spotlight this year. The snake brings with it wisdom, transformation, calmness, and creativity. These limbless reptiles, of course, have a less-than-stellar reputation in many societal references. A sneaky individual might be said to be as slippery as a snake or a snake in the grass. A slick salesperson can be called a snake oil salesman. And of course, we can’t forget the serpent's role in the Garden of Eden, as it tempted Eve to eat the forbidden fruit. Snakes are so despised by some people that there’s even a special word for the phobia associated with the creatures — ophidiophobia (ophis is Greek for snake.) It's one of the most commonly found animal phobias.

On the flip side, snakes also have their admirers. And a scroll through some snake owners' Instagram accounts shows some people even take to dressing up their pet snakes in cute little outfits. While animal experts say the brain structure of snakes doesn’t allow them to experience emotion, they can begin to recognize their owners and wrap around them, mostly for warmth.

It's also worth noting snakes have been important to ecosystems and a myriad of cultures over the centuries. Ancient Greeks used snakes to ward off evil and other cultures around the world have associated snakes with wisdom and healing. It's many of those positive beliefs that influence predictions for the year of snake in 2025. For those born in a Year of the Snake, the world often sees them as alluring, astute, charming and thoughtful. Celebrities born in years of the snake include Audrey Hepburn, Mahatma Gandhi and Pablo Picasso."

According to Travel+Leisure, here's how the holiday is celebrated throughout Asia:

"Celebrations around China primarily take place on New Year's Eve, with families coming together to mark the occasion. It's custom to wear new clothes to ring in the new year, usually in the lucky colors, red and gold. In northern China, traditional food eaten during Lunar New Year is made using flour, like baos, pancakes, noodles, and dumplings. Families often make these dishes from scratch. The dumplings are usually served with fish, as it symbolizes abundance for the year ahead, and sometimes contain a lucky coin that kids eagerly search for. Throughout China, family members give each other red envelopes with money as well."

"In Korea, the Lunar New Year is a three-day event offering a chance to pay respect to ancestors and elders. In Korean culture, people have an official age based on their birthday, but they also historically had a Korean age, which started at one on the day they were born and increased every first day of the year after that. Children show their respect to elders with deep bows (aka seh bae). As part of the celebration, children also receive money and words of wisdom for the forthcoming year."

"In Vietnam, Lunar New Year is spent with family. Just like other countries, Vietnam has its own traditional attire, a silk tunic with slits on either side that's worn over pants by both men and women for the New Year. Most families go to the temple together to pray for good luck, health, and fortune. Some superstitions include paying off all your debts and cleaning your house before the new year, as well as not throwing anything away on New Year's Day, as it's considered to be getting rid of good luck. Children receive red envelopes with money from their older relatives, too."

"In Singapore, where the population is approximately 75 percent Chinese, red envelopes that display the phrase "Fú" (meaning good luck) are distributed. It's also custom to pay respect to ancestors by going to a temple and lighting incense. The annual Chingay Parade is an extravagant celebration that includes everything from giant floats to lion dancers. Meanwhile, the largest Chinese New Year festival in Singapore is the River Hongbao, which is hosted at different locations across the country."

"In Malaysia, Lunar New Year welcomes spring. It lasts for 15 days, ending with a grand finale day called Chap Goh Mei. Red pocket envelopes (known as ang pow) are given to children and unmarried family members. Many Buddhist families invite lion dancers to their homes to bless their altars and ward off bad spirits. People in Malaysia don traditional outfits, called cheongsam (also known as qipao). They say that if you're celebrating your zodiac year, you should wear the color gold to attract even more abundance."

"Taiwan is another country that strongly associates the holiday with food. Dumplings are the most popular dish, closely followed by pineapple. It's considered good luck to not eat all the fish and keep some leftovers from your holiday meals. Most Taiwanese people spend time with family and their elders in their homes. They exchange red envelopes, and many neighborhoods set off fireworks."

"When the clock strikes midnight in the Philippines, children and adults jump for joy, as it's thought to make them grow taller. The most traditional celebration is called Media Noche, a midnight feast to summon a year of prosperity. The table is usually full of round-shaped fruits — a tradition that originates from China — as the shape represents family unity. One of the most unique superstitions is that wearing polka dots will bring prosperity, money, and good fortune, because of their round shape. Fireworks are also set off to create loud noises that scare away bad spirits, while lights are turned on and windows and doors are left open. Many people avoid spending money on the first day of the year to encourage better finances."  

Will your brand add a snake or the color red (because the Chinese believe red brings good luck, prosperity, and wards off evil) into your logo, mascot, promotions, or communications? Here are ten brands that are participating in the festive celebrations:

MATTEL'S BARBIE

Mattel unveiled its 2025 Lunar New Year Barbie doll. According to Mattel, "As the firecrackers ignite, Barbie steps into the Lunar New Year celebration in a lucky red qipao (which symbolizes empowerment and beauty). She steals the scene in this quintessential dress with a modern mermaid gown silhouette, traditional mandarin collar, meihua plum blossom prints, and sheer bell sleeves that flutter as she claps to a festive lion dance. Her dress features a plum blossom floral print, a flower that symbolizes prosperity and resilience, because it can bloom in the cold of winter. To complete her look, Chinese knots, a symbol of good fortune, appear at the collar and adorn her belt. Golden drop earrings, matching the knot color, are also meant to bring good luck. The doll was designed by Joyce Chen."  

According to Barbie doll designer Joyce Chen, "Being able to design the Lunar New Year Barbie series has felt really impactful for both me as a designer and to the consumer market that has always been yearning for more representation in the doll category. Growing up as an Asian American, I feel like it was rare to find toys or dolls that I could connect with. Being able to design the Lunar New Year dolls has been so meaningful for me because I can get in touch with and be inspired by my own culture. I also see how important it is for others when they have a doll that they can relate to. It makes me happy to create such a special Barbie for a holiday that is celebrated by many...I love seeing the continued growth of diversity and representation in dolls, and hope that one day every person in the world can find a doll they connect with."

BACCARAT

According to the brand's website, "2025 will be the Year of the Snake, one of the most enigmatic Chinese zodiac signs. Baccarat celebrates this mysterious beauty with an original creation, the Zodiaque Snake 2025, designed by animal sculptor Allison Hawkes. Crafted in the purity of crystal, this exceptional piece captures the very essence of the serpent. With a stately demeanor, the reptile appears to observe the world with discernment, a reminder of the intelligence and profound intuition characteristic of this sign. This exceptional talisman, a bearer of light, promises to illuminate the twelve months to come." The cost of the artwork is $450. 

ESTEE LAUDER

Estee Lauder created an intricately designed, exquisitely crafted, one-of-a-kind Year of the Snake Compact with Perfecting Setting Powder. According to the brand's website, "The Year of the Snake brings a year full of good luck and prosperity. People born in this year are known to be very intelligent and flexible, the perfect 'blend' for success."

SANRIO'S HELLO KITTY

According to Sanrio's website, "Celebrate the enchanting 2025 Lunar New Year with Hello Kitty in her vibrant green and pink Wood Snake costume! Embrace the spirit of friendship and forge meaningful connections this Year of the Snake. Hello Kitty features 2025 on her foot, commemorating the New Year, and she adds a green and pink flair to the wood snake costume, complete with a classic pink bow ready to ring in the new year! Limited edition to 3,000."

PRADA

According to Women's Wear Daily, "Prada’s campaign for Lunar New Year 2025 celebrates the start of the Year of the Snake, with images that reinterpret the coils of the animal that is much respected in Chinese culture. Photographed by Oliver Hadlee Pearch, under the creative direction of Ferdinando Verderi, the "We, The Snake" campaign features brand ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili and Yang Shuyu; art historian Wu Hung; artists Peng Wei and Zhang Enli; architect Rossana Hu, and models Du Juan, Ju Xiaowen and Zhao Lei and a snake-like chain of human silhouettes. Prada said the curves of the coils trace twisting spirals and become a visual representation of the concept of community, documented as a winding row of people from a variety of disciplines who interact and bring to life this sign of the Chinese zodiac. The campaign transforms the snake — typically perceived as an archetype of individualism — into a figure devoted to sharing."

SEE'S CANDIES

See's Candies created festive packaging in shades of red and gold to celebrate the Year of the Snake.

GODIVA

Godiva created an elegantly festive collection that was adorned in bright ruby reds and dazzling golds with delicate imagery inspired by the Year of the Snake.

SUGARFINA

Sugarfina created a Lunar New Year 2025 9 Piece Mini Trunk. According to the brand's website, "Sweeten the Year of the Snake with our Lunar New Year Candy Trunk! Discover nine candies from around the world tucked inside this keepsake gift. Flavors include: Lucky Mandarins, Prosperous Pineapples, Sweet Mangos, Yuzu Caramels, Lychee Blossoms, Peach Blossoms, Peach Jellies, Happy Tangerines, and Coconut Toffee Macadamias."

SWAROVSKI

According to the jewelry brand's website, "With an endless vibration of energy and light, this Swarovski pendant celebrates the Year of the Snake in colorful style. Suspended from a delicate chain, the central motif features a mesmerizing snake, crafted from Swarovski Zirconia, with a red dancing stone at the center for good luck. Infinite light reflections are created in the rose gold-tone plated design, adding vitality and unique beauty to the look. Gift it to someone special as a meaningful symbol of rebirth."

LEGO

LEGO announced three sets to celebrate the Chinese Spring Festival, which were released on January 1st: Trotting Lantern with 1,295 pieces; Good Fortune with 585 pieces; and Lucky Cat with 280 pieces. The Trotting Lantern was a build-together set, a great way for the entire family to celebrate the Year of the Snake - and also included five minifigures: two adults, two children, and a character in a Year of the Snake costume.

According to ChinaHighlights.com, do not give a clock or watch as a Chinese New Year gift. "Clocks and watches symbolize running out of time. This is especially an uncomfortable reminder for seniors. Giving a clock or watch as a gift is the biggest no-no in Chinese culture."

Next year, the Year of the Horse will begin on February 17, 2026. So, all of you brands who plan to integrate Lunar New Year into your marketing campaigns or brand identity, start counting the days!


Image Credits: iStock, Mattel, Sanrio, Estée Lauder, and See's Candies.


If you need red envelopes to give family members money, check these out:

https://buddhastoneshop.com/collections/year-of-the-snake-2025/products/buddha-stones-6pcs-chinese-red-envelope-year-of-the-snake-lucky-money-envelopes-2025-new-year


Read more about the history of the Chinese zodiac:

https://www.britannica.com/topic/Chinese-zodiac


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