Will Chinese New Year Ever Be the Same?, by Nadia Romanis, Managing Director @ Lonsdale Asia

As we step into the CNY period, the mood here at Lonsdale Asia is mixed. We are excited by upcoming seasonal gatherings, our favourite treats and vibrant decorations. But our thoughts also turn to friends who find this time of year particularly stressful.

Nadia Romanis , Managing Director at Lonsdale Asia, gives her perspective.

In La Trendroom Asia last year (read it here), we shone a spotlight on those who were increasingly burdened by weight of traditional expectations and find this time of family connection more like a stage for social comparison. We raised a cheer for brands like Michael Kors who took a step away from traditional holiday narrative, offering a more honest portrayal of family gatherings that acknowledged the emotional pressures faced by many young people.

In 2025, the shift continues with brands adopting bold, authentic approaches that celebrate individualism over conformity, and real connections over idealized one.

Spritzer Berhad 's 2025 campaign, "Speak from the Heart," offers a poignant commentary on the generational pressures that weigh heavily on Malaysia’s youth during the festive season. Through the story of a young man feeling the anxiety of familial expectations to settle down, the campaign reflects the universal tension of Chinese New Year gatherings, where probing questions about marriage and career often create discomfort. By highlighting the importance of open communication, Spritzer challenges traditional norms, encouraging a more authentic dialogue between the young and old.

Prada has reframed the snake's traditional representation of individualism, in a creative reinterpretation of its coils. Anchored in a set of visually striking images and a dynamic film, the campaign echoes the energetic renewal associated with the snake, while also celebrating self expression and individuality.

And, the latest 麦当劳 ad “The Wish”, focuses on a Tsinoy teenager, who struggles to use the correct traditional greeting. Instead she wishes her grandmother Happy New Year in her own authentic and heartfelt way.

The continuation of these themes in this year's campaigns, seems to signal a generational shift. No longer is perfection the goal or the aspiration; instead, we crave the freedom to be ourselves and honest, meaningful engagement that reflects the pressures and complexities of modern life.

With these evolving trends and changing consumer sentiments, will Chinese New Year ever be the same again? We'd love to hear your thoughts! Feel free to comment below or reach out: [email protected]

Lonsdale is a global branding and design agency, uniting over 260 branding, design and creative experts across Paris, Singapore and New York. Find out more: https://www.lonsdale.fr/en/