Lunar New Year marks the beginning of a new calendar year for many people around the world. Festivities span multiple days and include sacred celebrations coordinated to the cycles of the moon. For many, it is an important holiday that centers on reunions with family and friends and observances of cultural traditions.
To help marketers understand how technology and traditions come together, Facebook looked at how people in Hong Kong, Indonesia, South Korea, Malaysia, Singapore, Taiwan and Vietnam celebrated the Lunar New Year on and offline.
Lunar New Year sees plenty of planning, coordination and spending on gifts, food and travel. For example, when adults who use Facebook in Singapore were surveyed about how they would spend their money during the holiday, 24% said they would spend on travel, 21% said they would spend on food and beverages, 18% said they would spend on clothing and beauty and 13% said they would spend on electronic devices.1 Since most businesses are closed in observance of the holiday, online merchants have an opportunity to help people make last-minute travel arrangements and shop for new outfits, presents or ingredients for the festivities.
Traditionally, the holiday brings family together, especially younger generations traveling to be with family. Travel destinations can range from regional locations, like one’s hometown or a nearby country within Asia, or further abroad to the United Kingdom or the United States. During the 2014 holiday, people from the following countries posted or checked into cities all over the world: People from Indonesia, Vietnam and Malaysia checked into Singapore; people from Hong Kong and Taiwan checked into Osaka, Japan; people from Singapore checked into Samut Prakan, Thailand; and people from South Korea checked into Los Angeles in the US.
With travel at its peak during the first 3 days of the Lunar New Year, people are increasingly more active on their mobile phones, with mobile photo uploads increasing by 20% across the 7 countries during the festivities.
Facebook is being used to amplify the Lunar New Year celebrations, with people posting, sharing, linking and engaging with content related to the holiday. Last year, 25–34-year-olds across Hong Kong, Indonesia, Malaysia, Singapore, Taiwan and Vietnam and 18−24-year-olds in South Korea were the most active on Facebook. In Vietnam and Malaysia, men and women were equally expressive on Facebook last year, whereas women in Singapore, Hong Kong, Taiwan and Vietnam and men in South Korea drove more of the activity.
How marketers can engage during the holiday
As preparations for the upcoming Lunar New Year begin, marketers need to know how best to reach this audience during this important holiday.
Extend brand impact beyond the new year day: As festivities and activities take place before and after the new year day, there is an opportunity for brands to extend the impact of their messaging with creative that addresses the full range of holiday activities, from preparation to celebration.
Activate globally: Hometowns are no longer the only place where Lunar New Year is observed. Increasingly, the holiday has become a popular time for family vacations beyond regional destinations. Reach travelers as they research and book domestic or international travel to celebrate the holiday festivities.
Leverage mobile moments: Together, the mobile phone and Facebook play a key role in capturing holiday memories. Brands can create mobile-friendly content to be at the center of the celebration when mobile use and photo sharing are at their peak.