Quick Answer
Coca-Cola’s Chinese New Year 2026 campaign invites Gen Z to become “New Year Ambassadors,” blending modern creativity with traditional celebrations to strengthen family bonds and spark inclusive festive moments across generations.
What happened
As Chinese New Year 2026 approaches, Coca-Cola unveiled a culturally rich campaign designed to reflect how celebrations are evolving across generations. While family reunions remain at the heart of the holiday, the brand recognized a key shift: Gen Z is reshaping how traditions are experienced, blending digital culture, creativity, and modern rituals into long-standing customs.
The campaign encourages young people to step into the role of “New Year Ambassadors,” inviting them to bring fresh energy into family celebrations—without losing the emotional warmth that defines the season. From anime-inspired dumplings to playful reinterpretations of spring couplets, Coca-Cola positions itself as the connector that helps families enjoy new experiences together.
Why this campaign resonates culturally
Rather than framing Gen Z as disconnected from tradition, Coca-Cola’s insight is clear: young people want to strengthen family bonds in their own way. This reframing is critical in a market where cultural continuity matters deeply.
By celebrating both old and new customs, the campaign validates generational differences while highlighting shared values—togetherness, joy, and meaningful moments. Coca-Cola’s role becomes symbolic: not the focus of the celebration, but the facilitator of connection.
Experiential storytelling through cultural spectacle
To bring the idea to life, Coca-Cola partnered with master fireworks artisans—whose craft is recognized as China’s Intangible Cultural Heritage—to stage a Year of the Horse Fireworks Show in Chongqing on January 17.
The immersive activation featured:
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A festive marketplace with modern twists on traditional activities
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Photo moments inspired by embroidery and New Year symbolism
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Anime-inspired treats and playful reinterpretations of classic customs
As night fell, a large-scale drone and fireworks show illuminated the skyline, showcasing creative New Year ideas submitted by young people across China. Hosted by Gen Z creators and live-streamed nationally, the event amplified youth perspectives while inviting families everywhere to reimagine how they celebrate together.
Social and digital extensions
The campaign’s social rollout included teaser videos featuring the popular father-daughter duo Xiao Shenyang and Shen Jiarun, reinforcing the intergenerational theme. Through the hashtag #OpenAFreshNewYearWithACoke, Gen Z creators and influencers were encouraged to share new ways of celebrating and invite older family members to join in.
Additional touchpoints throughout the holiday include:
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“Scan-the-can” AI embroidery family portrait experiences
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New Year digital stickers and social videos
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Seasonal merchandise that adds playful, modern flair to traditional moments
Each extension reinforces Coca-Cola’s message: every bottle is an invitation to connect.
OOH & brand takeaways for marketers
This campaign offers strong lessons for global brands:
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Cultural respect + innovation drives relevance
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Empowering Gen Z can strengthen—not weaken—tradition
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Large-scale cultural experiences amplify emotional impact
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Brands succeed when they act as connectors, not disruptors
Coca-Cola’s Chinese New Year 2026 campaign proves that tradition doesn’t need to stand still to remain meaningful.
Summary
Ahead of the Year of the Horse, Coca-Cola launched its Chinese New Year 2026 campaign in China under the theme “Spark Every Moment and Let Us Come Together This Chinese New Year.” Centered on Gen Z, the campaign reimagines festive traditions by empowering young people to introduce playful, modern ideas that still resonate with older generations.
Sources
FAQs
What is Coca-Cola’s Chinese New Year 2026 campaign about?
It encourages Gen Z to lead festive celebrations by blending modern creativity with traditional family customs.
Why does the campaign focus on Gen Z?
Because Gen Z wants to strengthen family connections while expressing tradition in new, contemporary ways.
Where did the main activation take place?
A large-scale fireworks and drone show was held in Chongqing, China, on January 17, 2026.
What cultural elements were included?
Intangible Cultural Heritage fireworks, traditional crafts, New Year customs, and modern creative reinterpretations.
FAQs about this campaign
What is Coca-Cola’s Chinese New Year 2026 campaign about?
It encourages Gen Z to lead festive celebrations by blending modern creativity with traditional family customs.
Why does the campaign focus on Gen Z?
Because Gen Z wants to strengthen family connections while expressing tradition in new, contemporary ways.
Where did the main activation take place?
A large-scale fireworks and drone show was held in Chongqing, China, on January 17, 2026.
What cultural elements were included?
Intangible Cultural Heritage fireworks, traditional crafts, New Year customs, and modern creative reinterpretations.
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