To celebrate the Year of the Horse, luxury brands have moved beyond digital marketing alone in favor of immersive experiences that blend Chinese culture with modernity—a combination that also informs their choice of influencers.
Chinese New Year remains a must-attend event for luxury brands. But in a climate of tighter spending and increased competition from local brands, they have realized that now more than ever, they must use this period to solidify their image by incorporating more cultural references.
According to various sources, the Chinese New Year has not really boosted luxury sales, with a decline of approximately 4% in consumer spending, following two years of significant market contraction (-17% to -19% in 2024, then -3% to -5% in 2025).
More Restrained Spending
Even during this period traditionally associated with overconsumption, Chinese customers are now shopping with greater restraint. And they prefer brands that offer both cultural significance and real value.
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Read more > [COLUMN] Chinese New Year 2026: When the Fire Horse pushes luxury beyond mere style
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