Each new year in the Chinese calendar is represented by an animal and its element. In total, there are 12 animals, referring to the 12-year cycle of Chinese astrology. In 2024, the lunar new year begins on February 10, for 15 days, and the Rabbit gives way to the Dragon!
We welcome the 2024 Chinese New Year and present the Flavour Factory Dragon, which is taking center stage this year in the Company’s festive corporate communications with consumers and partners alike. The new festive TV spot, print ads, promotional activities, holiday contests—combined with the TV campaign—mark the start of the festive celebrations and the arrival of the new Chinese New Year!
The Chinese New Year, also known as the Spring Festival, was originally an agricultural festival that allowed farmers to observe the rhythm of the seasons and mark the arrival of spring. The end of the Lunar New Year celebrations is marked by the famous Lantern Festival, during which the spectacular Dragon Dance is performed.
The Dragon, a symbol of strength and wisdom in Chinese astrology, is associated with the element of fire and is a Yang sign. It is expected to bring positive changes and opportunities. The Dragon is known for its honesty and strong sense of duty. The Chinese say that if your friend is a Dragon, then you’re lucky.