The popularity of the feiyi movement during the 2025 Chinese New Year reaffirmed that intangible cultural heritage remains a cornerstone for impactful brand campaigns. Burberry’s “Us” series, the centerpiece of its Lunar New Year collection, reimagined the iconic Burberry check through the intricate craft of traditional bamboo artistry. This collaboration with Qian Lihuai, a master artisan and inheritor of traditional bamboo weaving techniques from Zhejiang province, brought a fresh perspective to the brand’s design. Bamboo, a material deeply rooted in Chinese culture as a symbol of resilience, good fortune, and harmony, beautifully complemented the themes of the Year of the Snake, embodying transformation and unity.

By tapping into the feiyi movement, Burberry highlighted the value of preserving heritage while staying innovative, proving that cultural authenticity remains a winning formula—especially during the Spring Festival.

In a year when podcasting in China is expected to attract over 150 million listeners, Prada’s “Snake Tales for the Year of the Snake” landed at the perfect moment. This five-episode podcast series, available on platforms like Xiaoyuzhou and WeChat, combined cultural depth with modern storytelling. Hosted by Violet Wang, it featured influential figures like art historian Wu Hung and artist Zhang Enli, who explored the snake’s rich cultural symbolism and artistic significance. Themes of renewal and transformation were woven with insights into art, history, and creativity, offering listeners an immersive experience that truly captured the spirit of the Lunar New Year.

Prada’s use of this digital medium is likely just the beginning, paving the way for more brands to follow suit in 2025. By engaging China’s tech-savvy audience with meaningful content, Prada proved that innovation and tradition can work hand in hand and that luxury storytelling doesn’t have to rely solely on visuals—it can spark deeper conversations and leave an impact that extends far beyond the festive season.

This Lunar New Year, Gucci brought the themes of togetherness and new beginnings to life with a heartfelt campaign that feels as warm as a family reunion. In the campaign video, we follow the story of two children living across from one another, their homes brimming with the chatter and joy of their families. Through a fogged window, their eyes meet, and what begins as a playful exchange of symbols and gestures traced on the glass, becomes a language of its own. Years pass and life takes them in different directions; yet, when they return home for the Lunar New Year, they find themselves drawn back to that same window. The bond they forged as children rekindles, reminding us all of the enduring power of connection.

This sense of connection and renewal is mirrored in Gucci’s designs, where the snake—a symbol already deeply rooted in the brand’s heritage—is reimagined as an emblem of transformation. The serpent motif winds its way into flowing patterns on clothing and accessories, enhanced by vibrant shades of red and blue that evoke the festive spirit of the season.

In a world where Chinese consumers are rediscovering spirituality and tradition as a way to navigate uncertainty, Nike’s 2025 Lunar New Year campaign taps into this rising trend. The brand takes mystic marketing to new heights, drawing inspiration from cultural symbols that evoke harmony, renewal, and hope—sentiments that resonate deeply during the Lunar New Year.

At the heart of the campaign is the limited-edition Air Force 1: the sneakers’ design features Zhongguo Jie knots, delicate and intricate ornaments that symbolize luck, love, and unity. These timeless emblems are paired with snake-inspired textures, representing the transformation and wisdom embodied by the Year of the Snake. As a result, the Air Force 1 becomes a canvas for storytelling, connecting ancient Chinese symbols with today’s modern aesthetics.

From Burberry’s homage to feiyi craftsmanship to Nike’s reinterpretation of Chinese symbolism, this Lunar New Year sent a clear signal: sticking to shallow gestures like splashing red on products won’t cut it anymore. It will be interesting to see how far brands will go this year to move beyond simply scratching the surface and infuse their campaigns with deeper authenticity.