WELCOME TO THE YEAR OF THE OX
How brands are celebrating the 2021 Lunar New Year
Lunar New Year 2021 begins this Friday, February 12th. This global holiday marks the annual transition between zodiac signs: last year was the Year of the Rat, and 2021 is the Year of the Ox. Read on to see how some brands are celebrating Lunar New Year—which has more than 4,000 years of history—by category.
Designer brands like Calvin Klein and Versace created capsule collections to celebrate Lunar New Year 2021. To front their campaign, Calvin Klein tapped Chinese rapper Lil Ghost, musician Lay Zhang, and dancer Xin Liu; the stars show off refreshed versions of the brand’s classic clothing and features various stylistic homages to the Year of the Ox. Versace is also encouraging shoppers to “Celebrate the Year of the Ox with our dedicated capsule collection,” offering consumers the chance to “find the perfect present from our selection of printed designs.”
Monopoly is also getting an upgrade for this Lunar New Year: This special-edition board game (which is retailing at Target) showcases a sophisticated red and gold design with holiday-appropriate motifs and themes. Instead of buying properties, in this edition players buy shops, collect gifts, and find good fortune to win. When it comes to non-analog gaming, Overwatch is hosting an event from February 4th to February 25th called Overwatch Lunar New Year, celebrating the Year of the Ox with “new skins, highlight intros, emotes, player icons, and sprays.”
Brands in the business of crafting spirits also want to help consumers ring in the Year of the Ox. Japanese whisky brand Suntory, which releases offerings paying homage to the Lunar New Year each year, released a limited-edition ox-shaped ceramic bottle of whisky that is a true work of art. Johnnie Walker collaborated with lauded Chinese artist Shirley Gong on a limited-edition Blue Label blended Scotch whisky: the bottle is resplendent with celebratory symbols of the holiday.