Unlocking Traditions: How Chinese New Year shapes Singapore’s values and consumer behaviour

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.

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.