Make it matter.
Emily Chang
Joyful CEO | ex-Starbucks, Apple, P&G, IHG | best-selling author | Board Director
Happy Chinese New Year, everyone! As we're home celebrating with our families, I'm reflecting on why we do what we do. It's about so much more than making money.
As you probably know, Chinese New Year is the biggest holiday of the year. It's all about family, returning home, enjoying favorite dishes, and togetherness. Of course, stores are full of merchandise, and channels teeming with advertising. But how can we, as business leaders, do more? How can we drive the business during this important time, and positively impact society?
This Chinese New Year, we are “Saying it with Starbucks”. In case you're not a WeChat user, 用星说 or Say it with Starbucks, allows customers to gift Starbucks cards to each other all year long. And for New Year, we’ve taken it to the next level.
You see, in Chinese culture, there are so many things left unsaid. We don’t openly hug our parents, or tell them we love them. Instead of “Mom, I love you”, we might say, “Mom, you look tired. Are you sleeping enough?” So this year, we asked our online followers what they most wish they could say to their parents over New Year. And we developed those statements into Starbucks gift cards.
In the Western world, telling mom and dad we love them, or even saying, “I understand all you’ve sacrificed for me”, doesn't sound all that unusual. But for the Chinese, these are the #开不了口... the things left unsaid. So this year, whether we seek to finally say, "I love you", express our innermost emotions, or come out of the closet, Starbucks has opened the door for the dialogue.
This Chinese New Year, and every day... Make it matter.
Entrepreneur | Angel Investor | Digital Nomad Splitting time between Silicon Valley and Portugal, DM me your deck on Hydrogen. “Life is a journey, enjoy the ride!”
7 年This is a great and cool thing You are doing with Starbucks for Chinese people. It's not only coffee it's selling but also the different cultures it’s blending together. Small things like “I love you mom/ dad” is a big way to open people’s hearts! Have a great year Emily!
Qld State Manager for Self Emploment Assistance Program| MBA Graduate
7 年Happy year of the dog
Head of Regional Development Middle East & Asia
7 年yes - Love is not just for New Year ;)
Hello Emily and my best wishes for the Chinese New Year and Spring Festival for you, your family and friends and all those you work with. During my past travels to China and subsequent discussions, the things left unsaid, i believe, is part of the culture of not showing feelings. A difficult situation sometimes. It is so good that you are encouraging people to open up a little and i hope the effort is rewarding for people and Starbucks. Starbucks is a great success story in China. It gives a lot of what others miss.....Heart.