The rise of emotional intelligence in CNY campaigns

The Chinese New Year marketing arena was once dominated by bright reds and zodiac motifs. Today, these symbols carry far deeper meaning.

In the Year of the Horse, these codes are being reimagined through the craftsmanship of intangible cultural heritage, the sensibilities of contemporary art, and the warmth of community-driven engagement. Luxury brands are moving beyond the old marketing playbook, venturing into the deeper waters of Chinese culture and crafting campaigns defined by sincerity, depth, and cultural resonance.

On January 4, Tiffany launched its 2026 Chinese New Year campaign, featuring a Pegasus pattern inspired by a brooch by Nathalie Verdeille, chief artistic officer of jewelry and high jewelry, who drew inspiration from legendary designer Jean Schlumberger. The campaign spans HardWear, T, Knot, and Lock by Tiffany, with China house ambassador Tiffany Tang, China brand ambassador Wang Xingyue, and actress Ouyang Nana starring in complementary visuals.

Offline, a Pegasus-shaped art installation at Shanghai’s Qiantan Taikoo Li blended Tiffany’s signature blue box with the Pegasus motif, adding to the festive atmosphere. By integrating the Pegasus across ads, celebrity lineups, and installations, Tiffany turned the Year of the Horse symbolism into a romantic blessing of “embarking on a new journey” while keeping gifting at the center of the campaign.

Prada centered its Chinese New Year campaign on the “Triangle Fire Horse” motif, featuring ambassadors Yang Mi and Ma Long in ads for the 2026 spring-summer collection. From January 22 to March 3, the installation will be displayed at Shanghai IFC, Prada Rong Zhai, and Chengdu IFS, with Prada Rong Zhai’s facade serving as a projection screen through February 14. This will be followed by the “Prada Fire Horse Fair” during the Lantern Festival from February 28 to March 3, featuring games, dining, and amusement.

By merging its iconic triangular logo with the Fire Horse imagery, Prada updates tradition with modern vitality, positioning the holiday as an immersive, community-focused experience.

Balenciaga’s holiday advertisement, themed “Warmth and Hope,” was shot by photographer John Yuyi in Shanghai and captures familiar scenes such as sugar-coated hawthorns and red lanterns. Brand friends Yang Chaoyue, Chen Feiyu, and Ma Sichun, along with content creators Tan Suan and JM, appear in the campaign, showcasing ready-to-wear, accessories, charms, the Le City East-West Year of the Horse limited-edition handbag, and footwear in exclusive colorways.

Through the campaign, Balenciaga brings the holiday atmosphere into urban settings, capturing fragmented, relaxed moments of young urbanites that resonate on social media and drive market buzz.

Qeelin teamed up with global brand ambassador Wang Chuqin to present its campaign, “Journey of Qi Through the Drums.” The film traces the roots of the Majestic Drums and Gongs of Southern Shanxi, a 4,000-year-old, nationally recognized form of intangible cultural heritage. Wang Chuqin appears atop mountain peaks and inside workshops, participating in drumhead stretching and inscribing the Wulu symbol.

By linking the symbolism of fortune and prosperity associated with its Wulu collection to the energizing spirit of drum performance, Qeelin celebrates China’s rich cultural heritage while engaging younger audiences.

Miu Miu continues its Chinese New Year IP “Miu Miu Encounters” with its second short film, The Encounter. Directed by Gu You and shot at the Gongwang Art Museum in Hangzhou, the film features brand ambassadors Lexie Liu and Zhao Jinmai moving through a serene, modernist space, infusing the New Year narrative with a restrained, poetic sensibility.

Beyond the screen, Miu Miu activates Shanghai’s Donghu Road with festive lights, interactive experiences, seasonal menus, and limited-edition offerings, while musician Lexie Liu extends the campaign’s resonance with the original single “Chun.”

Zegna presents its 2026 Chinese New Year curated selection inspired by the horse, a symbol of nobility, courage, and resilience. The Il Conte jacket features a lining with galloping horses against mountainous landscapes, while Triple Stitch Secondskin shoes and cashmere accessories complement the collection.

On January 16, Zegna announced actor William Chan as its global brand ambassador. By placing the horse motif discreetly in the jacket lining, Zegna honors Chinese culture while maintaining the integrity of Italian tailoring.

From January 16 to 18, Valentino staged the “Illuminate Your Dream” lantern fair at Shanghai Tianhou Palace, blending traditional lantern craftsmanship with contemporary light and shadow art. Celebrities including Sun Li, Yang Zi, and Lareina Song attended.

Curated with guidance from X Zhu-Nowell of the Rockbund Art Museum, the event transformed the 1884 temple into an immersive New Year garden featuring interactive craft experiences. Valentino positioned itself as a thoughtful curator, turning cultural respect into a shareable, experiential celebration.

On January 8, Celine unveiled its Chinese New Year campaign inspired by the folk tradition of wishing trees. Photographer Kin Chan Coedel captured an evergreen in Lijiang adorned with thousands of Celine scarves, while Zhong Lin’s visuals featured global ambassador Liu Shishi.

The campaign merges Celine’s classic scarves with the ritual of New Year blessings, transforming accessories into vessels of hope. Across 2026 campaigns, leading brands have shifted from storytelling alone to designing meaningful points of interaction, turning festive blessings into a dialogue with the next generation of consumers.