FFCE* CHINA MAIL - SPECIAL EDITION CHINESE NEW YEAR
Today, February 17, the day of the Lunar New Year, China enters a period of reunion marked by the great migration of the chunyun .
With the arrival of the Year of the Fire Horse, a symbol of momentum and renewal, this celebration opens a promising dynamic, conducive to innovation, new projects, and the development of professional initiatives.
Business opportunities and observations of beauty brands in China
The 2026 edition marks a new cultural imperative: consumers are no longer swayed by traditional festive codes. The most effective campaigns are those that express a genuine cultural intent, capable of creating emotion and telling a resonant story.
This year, brands have transformed the celebration into an experience: immersive worlds, reimagined rituals, artisanal collaborations, and staging centered around location, memory, and sharing. What matters is no longer decorative adaptation but the sincerity of the gesture, the cultural depth, and the coherence of the message.
For French brands, this evolution opens up a real opportunity: our heritage, our know-how and our craftsmanship constitute unique assets for
To resonate with Chinese expectations, the challenge lies in building cultural bridges, subtly integrating our own heritage into Chinese traditions, and identifying points of convergence that demonstrate a genuine understanding of the culture. It is in this ability to combine French excellence with Chinese sensitivity, to show that we have grasped the gestures, symbols, and rituals, that the difference will be made.
In the Year of the Horse, the expression 马到成功 mǎ dào chéng gōng, literally "may success come as fast as a galloping horse," pervades New Year's greetings and campaigns. It's a wish for rapid, dynamic success, a perfect summary of the momentum the Chinese like to give to the new year. Join the FFCE China to continue deciphering the codes and enriching your projects in China.
Your FFCE contacts: Dorothée Nicolle: [email protected]
Laurence Moreau: [email protected]