More and more brands are incorporating nostalgic marketing into their campaigns in the Chinese market, especially ahead of Chinese New Year. Particularly popular have been collaborations with children’s TV shows or animations.
Gucci‘s Chinese New Year collection features the famous Japanese animated cat Doraemon. Loewe took inspiration from another Japanese animation – Studio Ghibli‘s My Neighbour Totoro – in a campaign earlier this year. Meanwhile, McDonald’s McCafé integrated the much-loved children TV series The Big Pinwheel 大风车 into their Chinese New Year marketing which hit a chord with post-95s.
Chinese New Year is the most important event in the Chinese calendar for brands. It is crucial that they tap into their audience with a message that resonates, and featuring childhood memories can evoke a deeper connection with consumers. Nostalgic marketing also offers consumers with a varied approach from the multitude of campaigns appealing to clichéd Chinese New Year symbols or featuring this year’s zodiac animal – an ox.