Year of the Rabbit

My family is very traditional when it comes down to Chinese New Year. It is mandatory for me to attend not just both my mom’s and dad’s side of the family dinners, but also our family friends’. As I was happily eating with my cousins, marketing came into my mind. The question was, because Chinese is currently a growing minority population, how can companies market their products and services to us? Have they been successful?

I decided to do some research and stumbled across Chinese New Year Marketing. Agreeing to her third point, the New Year’s Eve dinner is important to our family, and restaurants has an advantage to market their deals, such as their ready-made meals, to save time for my family. Restaurants know who and when to target consumers, because Chinese tradition celebrations and generations are changing. Families (like mine) are busy with their school, work, and other family commitments. Ordering food and ready for pickup, the party starts right when the food arrives.

On New Years Eve, my friends and I went to Aberdeen to countdown for Chinese New Year. Fairchild Television, the only Asian television network and a Canadian Cantonese cable television, was filming the countdown live. Fairchild has grabbed this opportunity to market their company and increase their global network. In addition, by filming the event live it has a benefit to our Chinese culture. They globally illustrated our customs, the traditional foods we consume, the red colour towards our values, and the idea behind the year of the Rabbit, as well as advocating multiculturalism in Canada.
Picture taken at Aberdeen on Chinese New Year Eve!