Episode 63: Chinese New Year: Innovative brand campaigns and shifting consumer behaviour

In the official first episode of season three, host Matthew Crabbe welcomes analysts from across Asia-Pacific to discuss what's trending in the run-up to Chinese New Year - from innovative products and services to new marketing campaigns. While the essence of New Year celebrations and traditions will endure, there will be changes - big and small, temporary and long-lasting - that impact consumer behaviour. Looking across the beauty, foodservice, fashion, retail, entertainment, travel, gifting, and social media categories, they spotlight the success or failure of special/limited edition products, influencer campaigns, and cross-category partnerships. What's different this year? How are brands adapting? And what role does mental wellness play? Join Matthew to find out.Host: Matthew Crabbe, Director of Mintel Trends, APAC.Guests: Laurie Du, Senior Analyst, Mintel Beauty & Personal Care; Victoria Li, Senior Analyst, Mintel Trends, APAC; Huiqi Ong, Consumer Lifestyles Analyst, Mintel Reports Asia.

What this episode covers

In the official first episode of season three, host Matthew Crabbe welcomes analysts from across Asia-Pacific to discuss what's trending in the run-up to Chinese New Year - from innovative products and services to new marketing campaigns. While the essence of New Year celebrations and traditions will endure, there will be changes - big and small, temporary and long-lasting - that impact consumer behaviour. Looking across the beauty, foodservice, fashion, retail, entertainment, travel, gifting, and social media categories, they spotlight the success or failure of special/limited edition products, influencer campaigns, and cross-category partnerships. What's different this year? How are brands adapting? And what role does mental wellness play? Join Matthew to find out. Host: Matthew Crabbe, Director of Mintel Trends, APAC. Guests: Laurie Du, Senior Analyst, Mintel Beauty & Personal Care; Victoria Li, Senior Analyst, Mintel Trends, APAC; Huiqi Ong, Consumer Lifestyles Analyst, Mintel Reports Asia.

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This episode was published on February 8, 2021.

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