February 2024

The mood

February brings the Chinese New Year holiday, a cherished time for rest and family reunions. This year’s Chinese New Year holiday was the first to be completely unaffected by the COVID-19 pandemic, leading to a significant rebound in travel activity during the Spring Festival. This year is particularly special as it marks the Year of the Dragon: a symbol of strength, courage, and good fortune that is highly revered in Chinese culture. We observe a notable emphasis of this powerful zodiac sign among Chinese. Leveraging the dragon's iconic imagery, brands have launched captivating and creative campaigns, celebrating the essence of this auspicious year.

The work

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