Making the Most of the CNY Surge: A Guide for Smart Brands

Chinese New Year is more than a tradition. It is a massive driver of consumer spending across Asia. 

Research shows that retail sales often spike by over 9% during this festive period. This makes it the busiest and most competitive time for brands at the start of the year. To stand out, companies must move beyond traditional ads and embrace Asia’s new age agency strategies.

At Indie Collaborates, we believe influencer marketing and UGC are the best ways to leverage this surge. Real stories from trusted creators resonate deeply with modern families. Instead of polished commercials, audiences crave authentic moments that reflect their own festive experiences.

Success Stories: Creating Hype and Localization

In fact, We have seen this work firsthand with our past partners. For example, we helped essence Cosmetics build massive hype around their seasonal collections. By using relatable creators, we made their trendy products a “must-have” for festive looks. 

For Cold Storage, our campaign gained 51.9K impressions and focused on the power of localization. We showed how their products fit perfectly into traditional Singaporean reunion dinners. This made the brand feel like a natural part of the local holiday celebration.

Our work with Cotton on Kids also focused on high-energy storytelling. We captured real family moments that made their festive range feel essential for every household. These campaign wins show that the right content creation strategy builds true emotional loyalty.

Stand out this year

Is your brand ready for the upcoming CNY callout? Focus on social media storytelling that feels like a conversation with a friend. By using relatable creators, you build trust and loyalty that lasts long after the reunion dinner. Let us help you break the mold this year! 

Let us help you lock in a winning strategy before the festive rush begins. You can reach our team at enquiries@indiecollaborates.com to start the conversation. Alternatively, feel free to fill out our form here to get started. Let’s make your next campaign a huge success together!