The Chinese New Year, or Lunar New Year, goes beyond being a simple commercial event. It’s a deeply emotional time of celebration rooted in cultural traditions and rituals. For brands, it presents a unique opportunity to connect with the Chinese market through actions full of rich in symbolic meaning.
Through limited‑edition artistic collaborations, exceptional gift boxes, or immersive experiences, brands can transform this period into a strategic moment of brand‑building.
Why Launch an Artistic Collaboration for Chinese New Year?
Partnering on an artistic collaboration for Chinese New Year reinforces solidifies a brand’s place in a genuinely cultural context, where both form and substance express a deep respect for local traditions.
The Chinese consumer market is discerning, culturally coded, and meaningful meaning‑driven. A well‑conceived collaboration tailored to Chinese New Year becomes a powerful lever to create desirability and enrich brand storytelling.
Hennessy, in collaboration with designer Shuting Qiu created a Lunar New Year gift set featuring vibrant floral motifs and imperial red, a color symbolizing good fortune.For its part, Guerlain has teamed up with Atelier Truscelli to adorn its iconic Bee bottle with a jewel representing the zodiac snake, in tribute to the year 2025.
Translating Tradition Through Design and Objects
Artistic collaborations for Chinese New Year are more than attractive designs—they embody cultural storytelling. The symbols, colors, and forms speak a language the Chinese audience recognizes and values.
Louis XIII, in collaboration with Li Hong, designed a gift box decorated with winter jasmine — a symbol of elegance, renewal, and prosperity. More than just decoration, this choice sends a strong cultural message: embedding the brand within the rituals and imagery of the Lunar New Year.
Longines, with artist Wu Jian’an, designed a zodiac watch that reinterprets Chinese astrological signs in a contemporary way — an elegant way for the Swiss brand to engage with Chinese traditions while affirming its own universe.
These creations tell a story: the meeting point between brand identity and local culture, between tradition and modern desire.
The “Art of Gifting” as a Core Element of CNY
Gift‑giving during Chinese New Year embodies wishes of prosperity and renewal and reflects family and tradition. For brands, it opens a unique expressive space, turning their gift sets into luxurious emotional items objets d’émotion, rich in symbolism, and deeply cultural.
Oribe, the Cuban-American haircare brand, collaborated with Australian-Chinese textile artist and designer Chris Chun to create a limited-edition Lunar New Year collection celebrating the Year of the Snake. These exclusive gift sets feature vibrant, symbolic designs that combine cultural richness with contemporary aesthetics, designed to inspire joy, prosperity, and emotional connection during the festive season.
These creations turn gifting into cultural recognition, enhancing the recipient’s status while boosting brand desirability and prestige in the Chinese market.
In our article Artistic Limited Editions: What are the Benefits for a Brand? We explain why these rare objects are far more than just packaging: they embody the brand’s DNA, evoke emotion, and enhance perceived value among Chinese audiences.
Expanding Artistic Collaborations Beyond China
Chinese New Year also provides an opportunity for brands to adopt a global cultural stance by activating visible collaborations outside of China.
Louis Vuitton, with Takashi Murakami, presented an immersive installation blending luxury, pop culture, and Asian craftsmanship in Hong Kong.
Some brands, such as Dior with KAWS, have launched their Lunar New Year campaigns in Europe, notably through installations in their Champs-Élysées flagship.
In another approach, Le Bon Marché, with artist Ernesto Neto, celebrated CNY with a monumental installation.
These initiatives reflect the rise of Chinese New Year campaigns on an international scale.
When Art Becomes a Medium of Cultural Storytelling
More and more iconic brands — in spirits, fashion, and beauty — are collaborating with contemporary Asian artists to connect their heritage with modern visual expression. In these collaborations, art is more than aesthetic: it becomes a narrative engine capable of transmitting emotion, values, and the symbols of Chinese New Year through powerful creations.
In 2025, Johnnie Walker renewed its collaboration with James Jean, unveiling an edition inspired by the year’s zodiac animal, with an immersive graphic style that builds on the success of their Year of the Dragon collection.
Rémy Martin partnered with Huang Yuxing, a Chinese artist celebrated for his vibrant compositions that blend abstraction and spirituality. This limited edition fuses art and product, transforming the object into both a collector’s item and an expression of cultural identity.
In the beauty sector, Lancôme marked its 90th anniversary with an ambitious collaboration with Cai Guo-Qiang, renowned for his explosive gunpowder art. Together, they created an augmented visual experience merging traditional art and AI technology, where floral explosions symbolize transformation and renewal — directly echoing the aspirations of Chinese New Year. These examples demonstrate that the alliance between art and brand transcends sectors, and that a well-designed artistic collaboration can offer a powerful cultural narrative relevant to the Chinese market and inspiring on a global scale.
For further reading on the role of art in luxury strategies, see our articles on Art and Cosmetics and Art in Wine & Spirits, which explore how brands use art to stand out and connect emotionally.
Explore Other Chinese Cultural Moments to Extend Impact
The Lunar New Year is not the only cultural opportunity in the Chinese calendar. Other key moments allow for the creation of deep connections with local audiences.
Chinese Valentine’s Day (Qixi), celebrated in late lunar August, 520 Day (“I love you” in Mandarin, on May 20), the Lunar Valentine’s Day, and the Mid-Autumn Festival are all occasions to propose artistic collaborations rooted in the cultural context.
Discover our article on year-end celebrations to see how brands leverage major seasonal moments.
Collab Factory: Your Tailored Support to Reach the Chinese Market
Collaborating with Chinese artists—whether based in mainland China or part of the diaspora—is essential for an authentic and effective cultural approach.
At Collab Factory, we help brands launch culturally relevant artistic collaborations around Chinese New Year and other key Asian celebrations. Our founder, Mathilde Mazuranic, lived four years in China, giving us an insider’s understanding of the country’s expectations, sensitivities, and cultural rhythms.
We’ve supported projects like 1664 × Maison Kitsuné for the Chinese audience in Shanghai’s Xintiandi district, working closely with local teams.
Ready to Imagine Your Next Chinese New Year Artistic Collaboration?
Chinese New Year is symbolic. Don’t just celebrate it—turn it into a strategic opportunity. At Collab Factory, we design bespoke projects that make art a lever of cultural and commercial differentiation.
Contact us to bring to life a collaboration that resonates.
