Why brands should say “Lunar New Year” and why it’s not about being ‘woke’

Every year, brands worldwide roll out campaigns celebrating what they often call Chinese New Year, but the term is exclusionary and fails to reflect the diverse cultures celebrating the holiday.

Photo by Jason Leung on Unsplash

This is not about being ‘woke’. It’s about accuracy, respect, and strategic brand growth.

As a media consultant who helps brands craft impactful narratives, I have learned that words matter. The language brands use shapes their perception, customer trust, and bottom-line results.

If you’re still using “Chinese New Year” in your campaigns, it’s time to rethink your approach. Here’s why innovative brands should embrace “Lunar New Year” instead and how doing so can future-proof your business in an increasingly global market.

It’s not just a Chinese celebration, it’s a pan-Asian tradition

Referring to it exclusively as “Chinese New Year” ignores the fact that Lunar New Year is celebrated across multiple cultures, each with its unique customs and traditions:

• Vietnam – Tết

• Korea – Seollal

• Mongolia – Tsagaan Sar

• Singapore, Malaysia, and Indonesia – Multicultural celebrations by Chinese, Malay, and Indian communities

While the holiday has historical Chinese roots, using “Chinese New Year” erases the rich diversity of those who observe it.

Inclusivity drives business growth

Brands that prioritise inclusivity do more than tick boxes. They build long-term customer loyalty and unlock new revenue streams.

According to a Deloitte report, brands that incorporate inclusive messaging see a 23% increase in customer retention and a 32% rise in brand affinity. Consumers today want to align with companies that reflect their values, and failing to use inclusive language can alienate potential customers.

It’s a leadership imperative, not a marketing gimmick

Using “Lunar New Year” is a leadership decision reflecting your organisation's values, not a marketing play.

The language you use in campaigns signals whether your brand is culturally aware, respectful, and empathetic. Forward-thinking leaders understand that brands must go beyond product promotions to build genuine connections with diverse audiences in today's interconnected world.

It’s a smart, future-proof brand move

This is about staying relevant in a rapidly evolving global market, not political correctness.

Brands that resist change and continue using outdated terminology risk:

• Alienating non-Chinese audiences who celebrate Lunar New Year in their way

• Negative media attention and consumer backlash

• Losing relevance among younger, socially conscious demographics who demand inclusivity

In today’s digital age, consumers are quick to criticize brands that fail to adapt. Companies that thrive are those that stay ahead of cultural shifts and demonstrate a genuine commitment to diversity.

How brands can get it right

Want to ensure your brand’s messaging is culturally inclusive? Follow this five-step framework:

1. Conduct a cultural sensitivity audit

• Review past campaigns and language used in messaging.

• Seek input from cultural consultants and DEI professionals.

2. Use inclusive language across all touchpoints

• Update campaign materials, internal communications, and customer messaging.

• Standardise “Lunar New Year” usage across platforms.

3. Celebrate diverse traditions

• Create content highlighting the unique ways different communities celebrate Lunar New Year.

• Collaborate with influencers from various cultural backgrounds to ensure authenticity.

4. Train your teams on cultural awareness

• Equip marketing and comms teams with the knowledge to understand cultural nuances.

• Encourage open discussions on representation and inclusion.

5. Monitor and adapt based on audience feedback

• Use social listening tools to gauge sentiment around your campaigns.

• Continuously refine your approach to meet evolving consumer expectations.

Inclusivity is not optional

Choosing to say Lunar New Year demonstrates respect, awareness, and leadership.

The world is more interconnected than ever; consumers expect brands to reflect that reality. Whether you're a Fortune 500 company or a growing startup, embracing inclusive storytelling is no longer a ‘nice-to-have’; it is a must.

So, here’s the challenge to brand leaders and marketers: Are you reinforcing outdated narratives, or are you driving forward with empathy and awareness?

The choice is yours.