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For anyone interested in unlocking opportunities in China and succeeding in the next wave of china's growth, understanding the Chinese New Year is a master key.

The 15-day festival, first celebrated more than 4,000 years ago, reveals what the Chinese hold important from the past and how they’re adjusting to the rapidly changing present of increasing wealth and shifting population.

With a unique combination of photographs, proprietary research and consumer insight, this WPP BrandZ China study in collaboration with Added Value and CNRS- TGI documents the contemporary celebration of the holiday and reveals how people are adopting to modern circumstances while trying to maintain traditions and identifies how this holiday unlocks year-round Brand and retailer opportunities.