When Madelyn Chung was a child, few Canadian stores did anything special for the Lunar New Year, celebrated especially in China.
Now, she’s looking at the proliferation of event-focused marketing campaigns with a more critical eye.
“It’s kind of like greenwashing,” she said, referring to companies that use green claims to appear eco-friendly, but fail to actually take action.
It is true that the campaigns related to the event are multiplying, while the celebrations of January 22 are fast approaching.
In Toronto, for example, Holt Renfrew stores will offer Lunar New Year afternoon tea, while Hudson’s Bay has created a themed storefront and merchandise.
Canadian retailers like Canada Goose and Herschel also feature gift ideas on their websites to boost online sales.
High-end brands like Dior and Montblanc offer everything from handbags, fountain pens, clothing and even themed cosmetics. Items are often bright red and gold and include an image of the zodiac animal of the year.
It should be said that the Lunar New Year comes at the end of a series of shopping events – Black Friday, Christmas and the Boxing Day sales – at a time when sales generally hit a low.
“It’s a quiet time in retail,” said retail analyst Bruce Winder. Many stores lose money in the first months of the year. […] The Lunar New Year is an opportunity to create a mini sales event. »
It’s part of the retail industry’s efforts to reflect the diversity of the Canadian landscape and “provide customers with special services, products and events that reflect their experiences and backgrounds,” according to the national spokesperson for the Retail Council of Canada, Michelle Wasylyshen.
In 2021, more than seven million Canadian residents reported having Asian origins, nearly 20% of the entire population, according to Statistics Canada. Canadians of Chinese origin made up almost 5% of Canada’s total population that same year.
On the other hand, “some companies just stick a bunny on a product and call it a Lunar New Year gift,” Ms.me Chung (2023 is the year of the rabbit in the Chinese and Korean zodiacs).
“I saw a red Playboy sweater with the bunny on it that made me cringe,” she said. But some stores take a more thoughtful approach and involve Asian artists to create something special. »
Clothing retailer Aritzia, for example, launched a limited-edition Lunar New Year collection this year featuring artwork by four Chinese-born artists.