February 17th marked the start of the Lunar New Year – the year of the Fire Horse. Social feeds are still filled with everything from traditional Chinese recipes that promote well-being to pre-New Year rituals like prepping with a hair wash.
Social media has provided us access to different cultures in a way we couldn’t before it became such an essential part of our everyday lives. Brands have moved beyond surface-level red packaging and zodiac-themed drops this year, and the most successful Lunar New Year campaigns have been those deeply rooted in cultural collaboration.
Burberry launched a short film featuring Chinese ambassadors Chen Kun, Tang Wei, Wu Lei, and Zhang Jingyi, alongside a capsule collection reimagining its Knight motif in a red check gifting colorway.
Don Julio Tequila released a special-edition bottle and partnered with bartenders across Greater China, Hong Kong, Singapore, Thailand, and the Philippines to create Lunar New Year–inspired cocktails.
The Asian American and Pacific Islander (AAPI) population continues to grow, and is projected to exceed 40 million people in the US by 2050, so brands can’t afford to treat Lunar New Year as a seasonal marketing tick-box.
The opportunity is long-term community investment, not momentary participation.
Brand opportunity
Apple could lean into this with a creator-led “Shot on iPhone: New Beginnings” campaign, spotlighting AAPI filmmakers and families capturing their unique Lunar New Year stories. Apple could platform cultural storytelling rather than putting the focus on selling a product, reinforcing its cultural understanding, and how its products act as a vehicle to embrace them.
Emerald Fennell’s film adaptation of Emily Brontë’s “Wuthering Heights" has taken over pop culture conversation.
Despite debate around casting and interpretation, the film opened at No.1 at the box office, pulling in $34.8 million in its opening weekend and nearly $40 million over Presidents’ Day. Valentine’s Day alone generated $14 million.
TikTok is currently flooded with:
H&M capitalized quickly as an official licensee of the movie and launched a 10-piece collection featuring puffed sleeves and lace trims.
Airbnb is the real winner.
They created an exclusive overnight stay inside main character Cathy’s Bedroom at Thrushcross Grange, complete with horse riding, vinyl soundtrack gifts (including Charli XCX’s “Wuthering Heights” album), and candlelit dining.
Searches for West Yorkshire Valentine’s getaways spiked 67% among UK Gen Z in the lead up to “Wuthering Heights” release, proving how the media and popular culture are shaping travel decisions.
Brand opportunity
Charlotte Tilbury could tap into the vintage aesthetic with a limited-edition “Heathcliff & Cathy” beauty edit. The brand could bring literary romance into beauty storytelling by partnering with BookTok and fashion creators, capturing Gen Z’s obsession with drama and emotion.
The Milano Cortina 2026 Winter Olympics are unmissable thanks to behind-the-scenes social media content.
Athletes are taking audiences behind the scenes:
Even off-field moments, like the Olympic Village running out of condoms, have gone viral.
Behind-the-scenes access to the Olympics was once elite and inaccessible. However, the games are now human, relatable, and social-first. You don’t even need to follow the sport to follow the content.
It mirrors what we saw with F1 and the Super Bowl, with creators and athletes reshaping how legacy sporting events are consumed.
Brand opportunity
With the 2026 FIFA World Cup on the horizon, FIFA itself could own the “POV Sport” space early. By partnering with footballers and fans to showcase behind-the-scenes content and make those who can’t make it to the games in the US feel like a part of the moment.
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