Your Guide to a Better 2023 Chinese New Year Brief

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Chinese New Year is the great marketing equalizer, revealing which brands truly understand their audiences versus those who simply see the world through their own myopic view. Consider the overabundance of product shots that dominate feeds and attention, versus realistic, people-focused moments that stir emotions. While the festival isn't upon us just yet, now is the time to plan—and it all starts with the brief from brands themselves.

Shanghai.Monks have developed an easy-to-use guide to identify key insights that can serve as a bedrock for more thoughtful, intentional CNY briefs. Inside, you’ll find the most salient consumer mindset shifts that will shape CNY sentiments in 2023.

In this guide you will learn:

  • How to create an inspiring Chinese New Year brief
  • How to translate holiday traditions into new contexts
  • Why leading with empathy is key
Monk Thoughts To help your Chinese New Year campaigns rise above the noise, our report spotlights 3 major mindset shifts shaping the ways audiences will perceive CNY content.
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