What are premium Chinese brands doing for Spring Festival 2026? 🧨 | Following the Yuan

Since the rise of ‘guochao’ movement, domestic brands have increasingly taken over the centerstage in consumer aspirations, which also make them role models for Western brands.

For the last three years, we have been showcasing what Western brands are doing in China for their Spring Festival campaigns. (2023, 2024, 2025)

However, since the rise of ‘guochao’/New Chinese Style movement, domestic brands have increasingly taken over the centerstage in consumer aspirations, which make them role models for Western brands in connecting…