Gen Z Perspectives: Our Favourite CNY Campaigns and Huat’s the Deal with Mahjong Sets

Why It Matters

These activations demonstrate how marketers are leveraging cultural traditions to resonate with Gen Z’s demand for authenticity and community, turning festive moments into brand touchpoints.

Key Takeaways

• Australian Pork links CNY prosperity to ingredient trust
• SKM film uses pineapple tarts to promote multicultural kindness
• Brands launch branded mahjong sets for festive engagement
• Campaigns target Gen Z values of authenticity and community
• Mahjong sets become marketing touchpoints during family gatherings

Pulse Analysis

Chinese New Year has become a proving ground for brands seeking deeper connections with younger consumers. Rather than relying on generic red envelopes or fireworks, marketers are embedding values such as trust, quality, and inclusivity into culturally resonant narratives. This shift reflects Gen Z’s appetite for authenticity; they expect brands to honor tradition while speaking to modern aspirations, turning seasonal celebrations into platforms for meaningful dialogue.

Australian Pork’s campaign exemplifies this approach by positioning ingredient integrity as the new symbol of prosperity, leveraging MasterChef judge Audra Morrice to lend credibility. The Singapore Kindness Movement’s "Pineapple Tarts" film extends the narrative, using a light‑hearted competition to illustrate how festive foods can bridge ethnic divides and reinforce community spirit. Both initiatives tap into the emotional core of CNY—family reunion and goodwill—while delivering brand messages that feel organic rather than transactional.

The resurgence of branded mahjong sets adds a tactile dimension to this strategy. By gifting functional game pieces that families will use during gatherings, brands secure repeated exposure in a setting associated with luck and togetherness. This tactile marketing not only reinforces brand recall but also aligns with the ritualistic nature of CNY, where each tile flip carries symbolic weight. As brands continue to innovate around cultural touchpoints, the blend of tradition and contemporary relevance will likely define successful holiday campaigns in the years ahead.