In the relentless hustle of modern China, Millennials and Gen Z are experiencing burnout like never before. And it’s no surprise: longer working hours, cutthroat competition, and an increasingly uncertain future hardly create the conditions for a peaceful life. If stability and comfort can’t be found in the present, where else can they be sought? In the past, of course; that’s why nostalgia marketing has struck such a deep chord with Chinese consumers. Take Shanghai Tang, for example: a brand founded in 1994 in Hong Kong, just as British rule was coming to an end. By weaving nostalgia into its identity, it sets out on a mission to keep the elegance of a lost era alive, appealing to those searching for reassurance in familiar aesthetics.

But as highlighted in a research by Daxue Consulting, nostalgia isn’t just a feeling—it’s deeply tied to our senses. The scent of childhood treats, the taste of a familiar dish, or the sight of a retro design can instantly transport consumers back to cherished moments, making these sensory triggers powerful tools for brands looking to forge emotional connections. While domestic brands naturally hold the strongest nostalgic appeal, international companies have also tapped into this sentiment through strategic co-branding.

Some childhood memories fade, but scents have a way of bringing them back in an instant. The comforting aroma of a favorite treat can be enough to reconnect you to simpler times, as scent is one of the four most common nostalgia triggers. Tapping into this powerful connection, White Rabbit, China’s iconic milk candy brand, partnered with Chinese niche fragrance house Scent Library. Together, they reimagined White Rabbit’s signature creamy, milky aroma as a perfume, blending its sweet notes into a wearable fragrance.

The collaboration was a brilliant move in nostalgia marketing and it sparked a wave of excitement among consumers. White Rabbit, a brand deeply embedded in Chinese childhood memories since the 1950s, already held a strong emotional connection with its audience. By transforming its scent into a perfume, Scent Library offered a new way to relive that nostalgia beyond taste, turning a childhood favorite into something people could carry with them throughout the day.

McDonald’s McCafé nailed its 2021 Chinese New Year campaign by taking everyone on a trip down memory lane. They didn’t just revive The Big Pinwheel, a beloved kids’ TV show from 1995, but they also brought back its famous host, Uncle Dong Hao. In the campaign video, Dong Hao spins a pinwheel for good luck, just like in the old days, while introducing three special drinks for the holiday.

Of course, it wasn’t just about coffee: the video touched on the big worries young people face today, like finding a good job, dealing with money, or even finding love—topics that inevitably arise during family New Year gatherings. Mixing childhood memories with today’s struggles turned out to be a winning formula: the video quickly went viral, with over 51,900 views on Weibo and 100,000+ on WeChat. Through four characters, like a young woman chasing her career dreams and a guy trying to help his uncle find a partner, McCafé crafted a campaign that felt instantly relatable and directly tapped into the emotions of Millennials and Gen Z.

With Chinese New Year just behind us, the perfect window opens for brands to spark nostalgic revivals. After all, nothing bridges the gap between past and present like a story that feels like home.