How Brand Industries Tap Into Chinese New Year 2026: The Year of the Horse

Chinese New Year 2026 ushers in the Year of the Horse, a zodiac sign that symbolises perseverance, vitality, and forward momentum. For businesses, this also reflects a fast-moving and often volatile environment, one that rewards brands willing to take bold steps, embrace innovation, and move decisively.

Rather than playing it safe, the Year of the Horse encourages brands to take calculated risks, refresh their offers and create campaigns that feel energetic and purposeful. Let’s take a look at how brands across different industries are tapping into Chinese New Year 2026 to stay relevant and top of mind. 

Fashion & Beauty

Zalora

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Chinese New Year Sale
Zalora kicked off the festive season with discounts of up to 70%, a strong incentive for shoppers preparing for reunion dinners, visiting relatives, and festive gatherings. With Chinese New Year being a time when many consumers invest in new outfits, this sale taps directly into seasonal purchasing behaviour.

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CNY New Releases
In line with the Year of the Horse’s emphasis on innovation and movement, Zalora introduced new product releases specially curated for Chinese New Year. These fresh styles not only attract new audiences but also give loyal customers more variety to choose from. Beyond driving sales, these launches also provide valuable insight into emerging fashion trends among their audience.

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Thematic Styling Ideas
To further elevate existing products, Zalora shared festive styling inspirations. Even items that have been in the market for some time are given a fresh perspective through new combinations and looks. This approach adds value to existing inventory while helping shoppers visualise outfits they may not have considered before. This promotion ideas will suit fashion, beauty, or even furniture brands.

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Health & Wellness

Institute of Mental Health (Singapore)

IMH took a more community-driven approach by hiding angpao in public areas and encouraging followers to find them. This simple yet engaging activation helped spark social media engagement while reinforcing the spirit of togetherness and participation that defines Chinese New Year.

London Weight Management

London Weight Management tapped into festive emotions by launching a Chinese New Year-exclusive promotion: a free EZSlim treatment (their signature 30-minute slimming treatment) paired with a $150 gift set — both valued at over $1,050.

The campaign leaned into a common festive motivation: wanting to look and feel good during special occasions. Announced two weeks before Chinese New Year, the promotion used emotional appeal and time sensitivity to drive conversions during a high-intent period.

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Food & Beverages

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Coca-Cola Singapore

Coca-Cola introduced a spend-and-redeem campaign featuring exclusive Chinese New Year merchandise. Customers who spent from $18 onwards could redeem ceramic bowls and chopstick sets, items closely tied to family meals and reunion dinners.

By adding a fixed promotional period, Coca-Cola created a sense of exclusivity and urgency. In the spirit of the Year of the Horse, building momentum from momentum, the brand leveraged Chinese New Year spending to introduce merchandise that remains useful beyond the festive season, helping Coca-Cola stay top of mind even after celebrations end.

How Will Your Brand Tap Into the Year of the Horse?

The Year of the Horse is about movement, confidence, and seizing the moment. Whether it’s through limited-time promotions, experiential campaigns, or emotionally driven storytelling, Chinese New Year 2026 presents brands with a powerful opportunity to connect with audiences when intent and attention are at their highest. Read here for more Chinese New Year marketing ideas.

If your brand is planning a Chinese New Year campaign and needs a paid marketing strategy that delivers results, get in touch with KPI Media, a performance marketing agency in Singapore. Let’s help your brand move faster, stronger, and further this festive season. Contact us to get a free consultation with our Chief Growth Officer.

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