Jasmine Gao

2 months ago | voguebusiness.com | Yiling Pan |Jasmine Gao

The Year of the Snake is just around the corner. Accurately interpreting the cultural symbol of the Chinese zodiac snake — and using it as inspiration for design and creativity — have emerged as central themes in luxury marketing during the weeks leading up to Chinese New Year on 29 January. However, while the marketing landscape around Chinese New Year has always been a competitive arena for brands, crafting an engaging narrative around the Year of the Snake has presented unique challenges.