Chinese New Year (CNY/LNY) has emerged as a mainstream commercial moment in Australia, with local and international brands leveraging the period to reach consumers beyond traditional ethnic markets. The following case studies illustrate how businesses are activating CNY/LNY to drive engagement.
Coles
While many brands are still assessing how relevant Lunar New Year is to their broader customer base—often defaulting to a simple social media greeting—Coles has taken a more deliberate approach through a dedicated Lunar New Year content hub. Designed around how customers celebrate Lunar New Year at home, the page curates products by consumption occasions—including Hong Kong–style dim sum, home-style hot pot, and drinks for festive gatherings—alongside festive recipes and cooking inspiration. 
Thai Kee
Sydney-based Thai Kee Supermarket, a long-established Asian grocery retailer, launched a Lunar New Year–themed toy giveaway that blends traditional cultural symbolism with modern collectable trends to engage younger, social-media-savvy audiences. Rather than revealing the gifts upfront, the campaign kept the toys a mystery, prompting customer participation through social media “guessing” interactions. The limited-edition toys drew on Lunar New Year motifs—such as mahjong and red envelopes—while referencing contemporary popular IP trends, including Labubu- and Jellycat-inspired characters.
David Jones
On its Lunar New Year page, David Jones curated more than 500 products across fashion, beauty, home, and gifting, categorised by shopping occasions and consumer mindsets such as “Dressed for Good Fortune” and “Lucky Treats to Share.” The page also featured entertaining interactive content, including “ Your 2026 Chinese Zodiac Predictions,” alongside Year of the Horse–themed window displays at its Sydney flagship.
Novotel Darwin
Novotel Darwin CBD partnered with the Australian Vietnamese Family Association (AVFA) to host a Lunar New Year celebration for families and the local community. The event featured a curated selection of festive dishes alongside traditional games and hands-on activities, emphasising shared space, community connection, and the cultural diversity of Darwin’s migrant communities.
What’s your Lunar New Year marketing strategy?
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