There are of course many other countries celebrating Chinese New Year , not least China itself , and we can only claim to have scratched the surface of potential new initiatives . We ’ re currently developing a range of techniques to explore festivals across Southeast Asia , from auto-ethno to VR and semiotics , so drop us a line at ipsos . sg @ ipsos . com or Jacob . Harbord @ ipsos . com if you ’ re interested in hearing more !
NEW YEAR YEAR , NEW , NEW OPPORTUNITIES OPPORTUNITIES
UNTAPPED OPPORTUNITIES
FOOD
TRADITION
CHILDREN
TRAVELING & EXHAUSTION
With many foods and ingredients chosen for consumption because of fortuitous Mandarin homophones , perhaps brands could emphasise any such similarities among their existing portfolio ? For instance , the Mandarin for ‘ cheese ’ 起司 ( qi si ) sounds similar to ‘ knowledge ’ 知 ( zhi shi ), and dairy brands could use this to develop a festive mental development proposition for children and career-driven adults .
The loss of traditions and efforts to revive them is surely an emotive territory begging to be picked up by brands . This could tie in with the broader trend towards nostalgia which we see across Southeast Asia .
Brands could address the lack of appreciation and boredom among the next generation by launching edutainment campaigns that aim to help children learn about their culture ( e . g . Chinese zodiac word games printed on packages )
There may be an opportunity for brands to help celebrants stay energized throughout the festivities , particularly for energy drinks or anyone who can offer long-lasting fullness
There are of course many other countries celebrating Chinese New Year , not least China itself , and we can only claim to have scratched the surface of potential new initiatives . We ’ re currently developing a range of techniques to explore festivals across Southeast Asia , from auto-ethno to VR and semiotics , so drop us a line at ipsos . sg @ ipsos . com or Jacob . Harbord @ ipsos . com if you ’ re interested in hearing more !
知识
Jacob Harbord
Research Manager
Ipsos UU, Singapore
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