Our overnight research dives into understanding what CNY means to Singaporeans today and how brands can align their strategies to connect authentically with this audience. While the tradition is evolving, the essence of ang bao, sharing blessings and fostering relationships, remains unchanged. Some Singaporeans are looking to balance traditional customs with modern lifestyles.
Using insights as a springboard for ideas:
It’s no surprise that many prefer to keep traditions as they are, resisting significant change. However, between these tensions exist opportunities updating traditions to align with modern lifestyles.
Family gatherings are the predominant driver during CNY with 80% of people prioritising time with family. Singaporeans desire a festive atmosphere during CNY, with things like special restaurant dishes and firecrackers (which are currently banned). They are not looking for added pressure, but rather a “true break” from their daily lives to relax and spend time with loved ones.
Consumers who identify as Malay, Indian or Eurasian in Singapore's diverse market present a significant opportunity during CNY. While 60% of Chinese Singaporeans celebrate with red packets, 24% of non-Chinese Singaporean consumers also partake in this tradition.
Coca-Cola's brand value of togetherness and celebration, along with its traditional red colour, made it the No. 1 brand capturing the spirit of CNY in Singapore even outperforming local and traditional CNY food brands. Tiger Beer, a local brand, was the next brand associated with the holiday due to its similar value of bringing people together.
Chinese New Year celebrators hold the occasion in high regard, especially when brands provide meaningful support that adds convenience during this busy period. Respectful acknowledgements of cultural traditions are highly valued, particularly when connected to authentic seasonal offerings. Interestingly, non-Chinese Singaporean audiences are also attracted to these unique items, which often surpass regular menu options in appeal.
Digital red envelopes (e-hongbao) are growing in popularity, reflecting how Singaporeans balance tradition with the convenience of modern technology.
Environmental concerns: There’s growing awareness around the environmental impact of the celebrations. Adopting eco-friendly alternatives such as laser light shows or biodegradable decorations, are gaining traction.
Quality time is valued: Many wish to enjoy the occasion to its fullest, presenting a unique opportunity for non-food brands to help simplify customs or encourage eco-friendly practices, making it easier for everyone to participate.
"While it’s deeply rooted in tradition, finding ways to adapt or modernise some aspects—like simplifying the customs or incorporating more eco-friendly practices—could make it easier for everyone to participate. It would be wonderful to see more opportunities for people outside the culture to join in and learn about its rich history without feeling like outsiders."
Female | 30 - 35
Real world insights can also give you an idea on what to watch out for:
Audiences are quick to see through overly commercialised attempts by brands, especially when these efforts result in unnecessary waste. As one respondent said what they didn’t like, “the commercial side and generated waste.”
Authenticity matters. It’s important for western brands to be mindful of the meaning behind the holiday, rather than focusing solely on profit. Where we’ve seen festive food offerings resonate really well with everyone, poor execution can have a negative reaction.
“Some Lunar New Year campaigns can feel off-putting when they focus too much on materialism or cultural stereotypes. For example, high-end brands pushing expensive limited-edition products can seem disconnected from the holiday’s values of family and renewal. Brands like H&M or Zara have also been criticised for using generic, superficial imagery of dragons or lanterns without understanding the deeper cultural significance. This can feel exploitative, reducing a rich tradition to just a marketing tool.”
Cultural insensitivity remains a critical concern, and it’s evident that some brands are misstepping. When KFC incorporated joss sticks into the food itself in a campaign in Thailand for CNY, it drew criticism. 14% of Chinese Singaporean respondents to the survey found it disrespectful. As one respondent stated: “I think this is quite disrespectful to the tradition, as they put the incense into the food.” Such missteps highlight the importance of a thoughtful and informed approach when engaging with cultural traditions.
Why this matters:
In a market as vibrant and culturally rich as Singapore, understanding CNY traditions isn’t just a cultural deep dive, it’s a way for brands to build trust and create campaigns that truly resonate and understand their audience through creative execution.
It’s an opportunity to embrace tradition and nostalgia that brings people together while offering innovative interpretations that keep the celebration relevant in today’s fast-paced world. In doing so, they not only honour the traditions of the past but also forge meaningful experiences for audiences.
Ideally ran a test in the market and overnight pulled together a nationally representative report featuring 450 respondents in less than 24 hours.
With all the quality time and indulgent food, a common tension that arises during Chinese New Year is summed up perfectly in this sentiment: “Relatives asking too many personal questions. I think everybody must mind their own business and celebrate together peacefully.” Maybe that’s not something for a brand to solve.
In a market where consumer expectations shift rapidly, Danone Nutricia sought a solution that could keep pace with its drive for innovation without compromising quality or stretching budgets.
When you’re constantly launching new products in a competitive market, having access to fast, actionable insights isn’t just a convenience – it’s a necessity.
.png)