On January 22, the Chinese Year begins. According to Chinese astrology and its twelve-year cycle, this year is celebrated as the Year of the Rabbit. The Rabbit—independent, charming, kind, and good-hearted—is believed to possess the ability to attract good luck and transmit it to those around them.
We welcome the Chinese New Year and present the lucky Flavour Factory Rabbit, who will be the protagonist in the Company’s festive corporate communications with the public and partners. Special listings, promotions, and festive competitions, combined with the newly launched TV campaign, mark the start of the celebrations and the arrival of the new Chinese year!
Features of the Chinese New Year
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Duration: Chinese New Year is the grandest holiday in China. Celebrations last for fifteen days, concluding with the Lantern Festival. The first three days are official public holidays.
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Traditions: The Chinese celebrate New Year’s Eve with vibrant fireworks, believing that the noise drives away evil spirits.
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Symbolism: Red is the dominant color, symbolizing fire, which is believed to ward off bad luck.
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Cuisine: The festive table features chicken or fish dishes and, of course, Noodles. Noodles symbolize longevity; therefore, care is taken during cooking to ensure they do not break.
Characteristics of the Rabbit Sign
The Rabbit possesses a sensitive, tender, and artistic nature. Those born under this sign tend to dislike risks, surprises, and unexpected outcomes. The Year of the Rabbit is traditionally associated with financial success, public recognition, renewed friendships, and stability in personal matters.
