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    • Date: 03.02.25

    Thirst Shots: Chinese New Year 2025

    As the 6th animal in the 12 year cycle of the Chinese zodiac, the snake stands as a symbol of intuition, wisdom and transformation. Highly respected for its intelligence and charm, the snake is often seen as a figure of elegance and mystery.

    For brands, this is not only a time to flex their stories and visual equities, but it’s a prime opportunity to deepen their cultural relevance and amplify their presence, both physically as well as in the minds of consumers.

    While the luxury market in China and Europe has faced recent challenges, India and Dubai are on the rise. Luxury brands have suffered too, losing ground to new entrants and more innovative challengers.

    However, the Chinese New Year occasion brings with it renewed hope. An opportunity to shed old skin and spring back with fresh ideas and reimagined possibilities.

    We uncoil a wider thread of unconventional stories, experiences and ideas that inspire & leave a lasting impression.

    01 New Skin Thinking – Street Culture Elevated

    In response to the past challenging years, an increasing number of young consumers are seeking joy and new meaning in the world around them.

    Street culture is becoming a powerful influence on the evolution of Chinese and global luxury brands, particularly as younger generations drive demand for bold, creative expressions rooted in cultural identity.

    Whether driven by the organic growth of homegrown streetwear brands or by global players seeking local influences, the fusion of Chinese culture with streetwear reflects a deeper societal shift. For young Chinese consumers, street culture is not just fashion—it’s a statement of identity, rebellion, and pride.

    What if…

    • Aligned with someone who sees the world your way?

      Collaborating for the second time, KAWS x Dior bring a playful street-edge to the latter’s iconic timelessness, with fresh visuals and street-smart items like varsity jackets. How can brands freshen up their image and the social occasion at the same time, going beyond traditional tropes?

    • Played on nostalgia & created a throwback with a twist?

      Balenciaga’s play on nostalgia and seasonal activation is a winner! While this exclusive run of bespoke snake gaming consoles is aimed as a fashion accessory, it’s reach is culturally far wider, thus reinforcing the brand’s astute read of its consumers and their needs.

    • Deepened know-how with an expert podcast series?

      Prada launched a podcast titled “Year of the Snake: Conversations on Snakes,” featuring 5 guests from art, architecture, and film. Each episode explores the layered meaning, culturally wide representations & timeless connections of the ‘Snake’ symbol that have fascinated humanity over time.

    02 Transcending Tradition – Contemporary Craftsmanship

    The Chinese New Year is a time of reflection, as much as it’s one to look forward to and be inspired by what’s next.

    National pride is playing an increasingly important role in shaping consumer preferences, according to a MDRi 2025 report. Thus, 56% of mainland luxury consumers plan to purchase more Chinese luxury brands in 2025, seeking products that incorporate Chinese cultural elements, traditional craftsmanship & aesthetics.

    This paves the way both for Chinese luxury brands to shape the future direction of the global luxury industry. While simultaneously, encouraging global brands to mindfully embrace local idiosyncrasies and become more worldly.

    What if…

    • Honoured ancient crafts with modern twists?

      LOEWE’s capsule collection pays homage to crafts including Chinese cloisonné, contemporary dance, traditional kite-making and shadow puppetry. From using visual motifs like auspicious clouds, to a film depicting a snake’s journey through the 4 seasons, this is a modern take on timeless craftsmanship.

    • Turned heritage venues into memorable experiences?

      MIU MIU created a series of exclusive immersive experiences across key Chinese cities, blending cultural heritage with modern fashion. In Guangzhou, the flower boat tour captures the charm of the region while symbolising NY renewal. Paired with bespoke collectibles, each guest leaves feeling joyfully reinvigorated and inspired.

    • Paved the way for new-age craftsmanship?

      Labelhood x Harrods bring the essence of Chinese craftsmanship & design via a collection of fashion & homeware by emerging Chinese designers. Themed ‘Spiritual Homeland’, it connects innovative spirit with timeless tradition. The family photo booth adds an extra festive touch, creating portraits that transcend borders & unite people.

    03 Feast for the Senses – Immersive Brand Experiences

    Luxury consumption is evolving beyond traditional purchases, with in-real-life experiences like travel, fine dining and exclusive events gaining greater market share.

    With a more mindful spending mindset than before, luxurians want higher rewards for every spend. Thus an increased enthusiasm from younger consumers for events and extensions, such as branded cafés and food and beverage collaborations – bringing them into the exclusive worlds of their favourite brands.

    Experiential luxury opens new avenues for brands to celebrate their storytelling and discernment, and offer more personalised interactions and value-added perks to their fanbase.

    • Built an immersive cultural haven around your product?

      What are the engaging experiences that could enrich your audience, while they enjoy your brand? Four Seasons Hotel Guangzhou are turning their lobby into a space for captivating calligraphy sessions, vibrant sugar painting, and traditional ink rubbings.

    • Fused cultures to reimagine serve experience?

      Don Julio skilfully blends its Aztec roots with Chinese traditions. For its new LE, it partnered with New York-based mixologist Fanny Chu to create a “Tea-quila Ceremony” where the tequila is served in enclosed teacups & garnished with a citrus-salted rim or chocolate-dipped orange peel.

    • Elevated the senses with bespoke stays?

      Famously known for their Serpenti historic collection, Bvlgari amped it up this year. Alongside a new jewellery collection & art exhibition, the brand introduced the Serpenti Suites – each tastefully decorated & fit with VR headsets for a virtual immersive experience within the Serpenti world.

    As we look forward to the Year of the Horse, why not think ahead for your brand? In 2026, what if you…

    • Unleashed your horse power

      How can your brand’s vibe match that of the symbolic fire horse – representing vitality, independence and perseverance – to create a visual (or product) narrative that entices, delights and surprises at every turn?

    • Delighted with tactility?

      What materials, touches and visual cues can seamlessly intertwine with your brand’s equities for a luxurious, desirable experience for consumers?

    • Forged unexpected experiences

      What are the culturally rich and relevant spaces that your brand can anchor itself in to create unique experiences and stories that amplify your ethos & the occasion?

    Want to continue this conversation? Has this sparked an idea for your brand? We would love to hear from you, get in touch: laurie.offer@thirstcraft.com

    Thoughts

    Thoughts, trends, trips and tips from Team Thirst.

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