The right, and smart, thing to do

If you’ve noticed an increasing number of products, packaging and micro-collections related to Lunar New Year, you’re not imagining it. More brands—from fashion and beauty to banks and telcos—are embracing the holiday.

So why now?

“There’s a greater realization that Canada is changing,” said Howard Lichtman, partner and co-founder of Toronto-based Ethnicity Matters. Almost one in four Canadians are immigrants, according to Canada’s 2021 Census data. “That’s an opportunity larger than the size of the province of Quebec,” Lichtman said.

Canada’s population growth is increasingly reliant on immigration as Canadians are having fewer children (1.4 kids on average) and living longer after retirement. By 2041, one in four Canadians will be born in Asia or Africa, and two in five will be part of a racialized group, according to Statistics Canada.

“Those headlines are being seen by CEOs and CMOs,” said Lichtman. With close to half a million newcomers arriving in Canada annually, plus another 600,000-plus international students, the numbers are adding up.

Lunar New Year is based on the lunar calendar, meaning it is set according to the cycles of the moon (whereas the Gregorian calendar is based on the Earth’s movement around the sun). The new lunar year starts on the second new moon after the winter solstice, which means it falls on a different day each year, typically between Jan. 21 to Feb. 20.

Lunar New Year is also referred to as Spring Festival and has different names in different cultures (and sometimes slight variations), like Vietnamese Tet and Korean Seollal.

Another reason why we’re seeing more brands jump on the Lunar New Year bandwagon is because of a greater awareness of diversity, equity and inclusion policies and frameworks in the workplace. “Smart companies realize that there are different sides to that coin,” said Lichtman. “Yes, it’s an obligation and the right thing to do, but … it’s also the smart thing to do.”

However, it’s important for brands to ensure that what they’re doing is contextually and culturally appropriate, he said, and that they do their homework. After all, a faux pas could backfire.

In 2019, for example, British fashion label Burberry released a Lunar New Year advertisement on WeChat (the popular Chinese social media app). And though it starred Chinese actresses Zhao Wei and Zhou Dongyu, it was criticized for its creepy portraiture — like an Asian horror movie — which misinterpreted a holiday that celebrates family reunion, joy and luck.

That could be why some brands are now trying to do things a bit differently. Last year, for the Year of the Tiger, Italian luxury brand Prada contributed to the conservation of endangered Amur tigers through the China Green Foundation.

In China, the lunar calendar is based on the Chinese zodiac — a cycle of 12 years, represented by an animal, which starts and ends on the new lunar year. This year, Jan. 22 kicks off the Year of the Rabbit, which represents intelligence, health and longevity. As a result, many brands are incorporating rabbits into their products and packaging, as well as contests and promotions.

About 10 days before the new lunar year, homes are thoroughly cleaned to sweep away any lingering bad luck and make room for good fortune to come. That’s why some brands and retailers promote cleaning-related products at this time.

On New Year’s Day, elders give red envelopes with small amounts of money to their children or grandchildren, which represent good luck, prosperity and happiness in the new year. Some banks and financial institutions offer savings and bonuses as part of Lunar New Year promotions. TD Bank even offers collector coins minted to celebrate the holiday, based on the zodiac calendar, such as this year’s TD Year of the Reliable Rabbit gold round.

On the eve and day of the new lunar year, it’s all about family—and eating. Traditional foods include longevity noodles, sticky rice balls (symbolizing family unity) and whole steamed fish (symbolizing abundance). Some grocery chains have responded by expanding their Asian product range; Loblaws, for example, has a “Discover Lunar New Year” section on its website.

But brands who do it right aren’t just focused on red packaging and zodiac-themed products. “It’s not just about showing up for Lunar New Year,” said Lichtman. It’s about showing up all year long, sponsoring local events, making charitable donations and showing support for the diverse communities that make up Canada.