At midnight on January 31, the calendar turns a page on 2024, and we celebrate the start of the new year with champagne toasts and good luck kisses. Yet, for many, the festivities have only just begun. At the end of January, billions around the globe will come together to celebrate the Lunar New Year—a vibrant, multi-day holiday steeped in tradition, cultural significance, and new beginnings.
It’s also a chance for businesses to engage with customers, celebrate cultural heritage, and boost brand visibility through thoughtfully curated Lunar New Year events.
About the Lunar New Year
The Lunar New Year, starting January 29, 2025, marks the Year of the Wood Snake. “While the snake may symbolise evil and treachery in some traditions – the serpent represents the devil and temptation in the Christian Bible, for instance – in Chinese culture it symbolises wisdom and agility. Wood stands for growth, flexibility and tolerance. At the same time, it also nurtures the element of fire, which represents vitality and change.” (South China Morning Post)
Marking a fresh start on the lunisolar calendar and he promise of spring, the Lunar New Year also commonly called the Chinese New Year here in the US, but the holiday is celebrated throughout many Asian cultures.
No matter where the Lunar New Year is celebrated, it’s all about gathering with family and celebrating new beginnings. The National Museum of Asian Art paints this vivid Lunar New Year picture:
“At home, families decorate windows with red paper cuttings and adorn doors with couplets expressing auspicious wishes for the new year. Shopping for holiday sundries in open-air markets and cleaning the house are also beloved traditions. The Lunar New Year’s Eve reunion dinner is the highlight that kicks off the holiday, a feast with a spread of symbolic dishes, such as a whole fish representing abundance, that bring good luck and fortune. The fifteenth and final day of the holiday is the Lantern Festival, during which people have tangyuan, or sweet glutinous rice balls, and children carry lanterns around the neighborhood at night to mark the end of the celebration.”
The holiday is a terrific opportunity to engage your business’s customers and community with events! There are so many meaningful and beautiful points of inspiration that deciding which way to go is probably the hardest part.
Lunar New Year Event Ideas for Businesses
Celebrate the spirit of the Spring Festival and create meaningful experiences for your customers! The following Lunar New Year event ideas are meant to be fairly simple for small businesses to execute, but they can also be developed into something much grander.
Good Fortune Loyalty Campaign
Extend the spirit of good fortune by introducing a special loyalty program for the holiday. For example, customers who spend a certain amount during the Lunar New Year period could receive a red envelope with a surprise gift card or discount for future purchases. To track purchases, you could print custom loyalty cards and gift them to customers as they shop.
Host a Lunar New Year Art Exhibit:
Support local Asian artists by displaying traditional and contemporary art celebrating the Lunar New Year. You could send email and printed invitations to your customers (maybe add an element like the sip-and-shop idea below). Share shots of the works on your social media accounts and invite everyone to visit your business to enjoy the art.
Auspicious Sip and Shop
Transform your space with traditional decorations (and artwork, as above) and offer special Lunar New Year discounts. You could serve traditional beverages or themed cocktails and snacks. If you want to add an experiential element, incorporate a lion dance!
Red Envelope Giveaway
One of the most cherished Lunar New Year traditions is the exchange of red envelopes filled with cash for good luck and prosperity. Bring this tradition to your business! Your red envelopes could contain surprise discounts or printed gift certificates to customers. This gesture will not only make them feel lucky but also encourage repeat shopping.
For businesses that rely on e-commerce, consider running a digital version of the red envelope tradition. Offer customers a chance to “open” virtual red envelopes on your website or social media for surprise discounts or exclusive offers. Pair this with email campaigns or digital event registration links on Eventgroove.
Lunar New Year Charity
Community and giving are integral to the Lunar New Year. By incorporating a fundraiser into your event, you connect to the holiday’s values. A simple way to fundraise would be to host a raffle with beautifully printed red Lunar New Year raffle tickets. You could also engage and inspire your customers and community through a peer-to-peer fundraiser.
Zodiac Social Media Contest
Engage your followers with a fun, interactive contest tied to the year’s zodiac animal. For example, invite customers to share photos of themselves embodying the qualities of the Wood Snake (wisdom, agility, or growth) for a chance to win a prize or discount.
Lunar New Year Workshops
Foster appreciation for the traditions that make the Lunar New Year so special. Connect with local artisans to offer a fun workshop related to Lunar New Year traditions, such as calligraphy or paper cutting. Customers can learn something new while enjoying your products or services.
A Taste of the Lunar New Year
If you own a food or retail business, consider introducing a limited-time Lunar New Year menu item or product associated with the holiday. This could be a one-of-a-kind cocktail, a special dish, or a custom printed T-shirt for the occasion.
Lunar New Year Event Planning Tips
- Consult with local Asian community members or cultural organizations to ensure your events honor traditions with respect and authenticity.
- Use hashtags like #LunarNewYear2025 or #YearOfTheSnake to increase visibility on social media.
- Share behind-the-scenes glimpses, highlight partnerships with businesses and cultural organizations, and follow up with event photos or attendee testimonials.
- Incorporate hands-on activities, like crafting lanterns or learning calligraphy, to engage attendees and make the event memorable.
The Lunar New Year is an opportunity for businesses to engage with their communities. From red envelope giveaways to zodiac-themed workshops, there’s no shortage of ways to delight your customers and showcase your brand’s values. With Eventgroove, you can easily plan, promote, and manage every detail of your Lunar New Year event—whether through an in-store sip-and-shop or a charity fundraiser.
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