Lunar New Year has always been a time of renewal, reflection, and reconnection. It isn’t just about red packets and reunions anymore—it’s a full-blown cultural remix. As we wrap up LNY 2025, it’s clear that heritage met hype, rituals went digital, and self-expression stole the spotlight. The Lunar New Year Culture Roadmapping 2025 report dives deep into the biggest trends shaping APAC, proving that tradition isn’t fading—it’s evolving. 🚀🏮
LNY BIG THREE
- RETRO ROOTS, FUTURE FEELS
From AI-powered fortune predictions in Taiwan to modern spins on classic Seollal recipes in Korea, every country found a way to reinvent customs for a new generation. Food, fashion, and festivities weren’t just about nostalgia — they were revamped, reimagined, and ready for viral moments.
- MIX, MATCH AND MINDSET
Borders blurred as K-culture, anime, and global brand collabs shaped Lunar New Year narratives. Thailand blended Chinese and Thai rituals in untapped locations, Hong Kong turned red packets into a flex, and Indonesia’s mindful minimalism met K-pop dance trends. The takeaway? LNY is now a cultural melting pot.
- TAP, PLAY, PROSPER
From China’s AI-driven fortune-telling to gamified bai nian (new year greetings to elders in the family) in Singapore, tech played a huge role in engagement. In-game Lunar New Year events, social media challenges, OOH spectacle marketing, and TikTok food trends fueled conversations across the region.
LNY 2025 proved one thing: tradition isn’t fading—it’s evolving. Brands that embrace cultural fusion, digital engagement, and fresh takes on rituals will win hearts, minds, and market share. 🚀🏮
For further insights, media inquiries, or collaboration opportunities, contact:
📩 Clay Schouest – Clay.Schouest@dentsu.com
📩 Mimi Lu – Mimi.Lu@dentsu.com