Year of the Dragon: luxury brands embrace the auspicious, mythical creature ahead of the Lunar New Year

“The dragon is definitely the superstar and is the most popular of the 12 zodiac animals,” said Guy Riddell, managing director of Peninsula Merchandising, in an interview at the hotel’s shop. “Everybody loves the dragon as it represents power, prosperity and strength.”

The dragon is the only mythical creature in the Chinese zodiac cycle and it is inspiring creative ideas.

“From a product design perspective, it is so much fun to play with and create designs and products related to dragons,” said Riddell. “We have spent a number of months working on designs on some incredible packaging and products that really just capture the spirit of the dragon.”

It is a Chinese tradition to give gifts to families and friends during Lunar New Year gatherings, and to reflect the holiday spirit, many brands are offering limited edition items specific to the Year of the Dragon, which starts on February 10.

“Using zodiac animals as a promotion strategy for Lunar New Year can be an effective marketing tactic if you are targeting customers in Chinese-speaking communities,” said Daniel Yeung, director of Kodax Creative, a marketing agency based in Hong Kong.

“People often search for zodiac-related products during Lunar New Year, so incorporating the zodiac animal into your promotional materials can make your brand more appealing and relevant to potential customers.”

Yeung said the dragon is popular as it symbolises power, strength and good fortune. “The fact that the dragon is meant to bring blessings, prosperity and success also contributes to its popularity,” he said.

Some of the Peninsula’s items, such as the dragon gift box, sold out one week ahead of the new year, and shoppers are keen on getting the items with dragon packaging instead of the normal packaging ahead of the Lunar New Year period, Riddell said.

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It was not just Chinese, but other overseas tourists and shoppers also like to buy candies, sweet and savoury puddings, chocolates, biscuits, and other items with dragon packages, he said.

“All of these are hugely popular gift items for the Year of the Dragon as people want to bring something special to their friends and families,” Riddell said.

Swiss watch brand Swatch has launched five dragon-themed watches to commemorate the Year of the Dragon.

“Since 2006, Swatch has created watches to celebrate the New Year, and all have featured the zodiac animal,” said Alain Villard, Swatch CEO. “For the first time in 2024, Swatch has created a full collection of five watches featuring the dragon and our customers around the world have responded very well to this.”

Kodax Creative’s Yeung said the appeal of dragons and other zodiac symbols extends beyond the Chinese community. “The Chinese zodiac has become widely recognised and appreciated worldwide. Content that educates Western audiences about the cultural significance of zodiac animals can actually create more interest in Lunar New Year celebrations,” he said.

“Using zodiac animals as a theme in your global marketing campaigns can add an element of cultural diversity and interest, potentially attracting a wider audience.”

Armani Beauty, owned by French cosmetics company L’Oreal, which has a licensed agreement to create products under the Italian fashion house Giorgio Armani’s brand, has a limited edition of red dragon cushion cases and dragon mahjong sets for customers.

“The festive design features a dragon scale-inspired pattern, hot stamped in volume, accents of bright red and gold, symbolising good fortune and prosperity,” Armani Beauty said in a statement.