Lunar New Year and the Economics of Cultural Fluency
Vanessa is a dedicated research professional at KS&R, specializing in fieldwork oversight, data analysis, and reporting on market trends, consumer behavior, and technological advancements. She plays an essential role in driving both qualitative and quantitative projects for major accounts. As part of the Telecom, Entertainment & Recreation Industry team, Vanessa delivers unique insights by capturing and analyzing consumer sentiment and industry trends.
Lunar New Year is one of the most significant holidays celebrated across East and Southeast Asia and within multicultural communities worldwide. Rooted in traditions tied to the lunisolar calendar and the arrival of spring, the holiday marks a time of renewal, family reunion, and hopes for prosperity in the year ahead.
While traditions vary across cultures, common rituals include cleaning the home to usher in good fortune, decorating in red for luck and protection, sharing reunion meals, and gifting red envelopes as symbols of prosperity. In 2026, the celebration welcomes the Year of the Horse, traditionally linked to energy, independence, and determination.
As Lunar New Year gains broader visibility in the U.S., the conversation around it is expanding beyond traditions. Social media discussions suggest that as awareness grows, so do expectations, particularly around how brands and organizations engage.
Recognition Is Now Expected
In beauty and fashion communities, anticipation around Lunar New Year product drops begins weeks in advance. One Reddit user @IcyHuckleberry4573 asked, “Anybody know if any brands have come out with their Lunar New Year / Year of the Horse collections yet? I’m waiting to see what Estee Lauder does (hoping for a horse themed compact).” The tone is not passive curiosity, it signals assumption. Participation is expected.
When brands fail to show up, disappointment is explicit. Reddit user @Illustrious-Fact5355 wrote “It’s the Year of the Horse, and Coach, of all brands, is not doing a Lunar New Year Collection. What is production thinking? No scarfs? Charms? A Rogue? It’s disappointing.” As expectations rise, absence becomes increasingly visible. Silence communicates something. It quietly shapes perception just as much as participation does.
Cultural Fluency Matters
At the same time, the conversation suggests that simply releasing a collection isn’t enough. Consumers are evaluating the creativity and thematic depth behind these launches and are quick to critique executions that feel surface-level. As one TikTok user @meganloveskimchi put it, “Sigh…I just feel like a lot of these big fashion brands are lazy. Make it red and suddenly it’s CNY or LNY. I get so excited when it’s good – like the lush stuff! Cool, unique and on brand with the fire horse.” Consumers are not only making comparisons across brands, but also comparing Lunar New Year drops year over year.
These conversations reveal rising standards and the desire for something unique, as another TikTok user @SweetLucidity17 expressed: “This is so disappointing, I am year of the horse and wanted something unexpected and unique…year of the snake had so much cool stuff.” The takeaway is clear, recognition without originality feels performative. Consumers want thoughtfulness, not templated red packaging.
Access and Cultural Participation
The conversation also extends to where these collections are released. There is a growing expectation that Lunar New Year offerings extend beyond Asia-based markets: “I need Abercrombie to come out with theirs. I swear it better not only be for Asia” TikTok user @Kiwilee wrote. Another user on Reddit @vulylyvu noted “I wish Nike and adidas released the cool LNY collections they make and release over in Asian markets here.”
These comments reflect an awareness of global releases and a desire for similar access in the U.S. While consumers recognize why brands prioritize certain markets, they also express wanting the opportunity to participate locally.
Beyond Commerce: Cultural Curiosity and Community
Importantly, the conversation isn’t solely product driven. Social listening also reveals a broader cross-cultural curiosity and appreciation. In a Reddit thread, @princexxjellyfish asked for advice on an appropriate gift for a Chinese American family friend. The response was encouraging: “A red envelope for the little one or any box of fruits will be a very thoughtful gift! I just want to say that this thought is such a kind gesture and you sound like an awesome person, it’s so heartwarming to see people embrace other cultures.” These exchanges reflect expanding awareness. Lunar New Year is increasingly part of shared cultural understanding, not isolated celebration.
Workplace conversations echo this sentiment. One LinkedIn user @Aswan, captured how organizations are marking the holiday internally: “Today we had the opportunity to celebrate the Lunar New Year together and it was an incredible reminder of the power of culture, community, and connection… Celebrations like this are more than just moments on the calendar; they create space for learning, inclusion, and shared joy.” Here, recognition is framed not as a trend, but as a sense of belonging.
The conversations suggest that Lunar New Year’s growing visibility in the U.S. is accompanied by rising expectations – not just to acknowledge the holiday, but to engage with it thoughtfully. As cultural awareness expands, so does the opportunity for brands and organizations to show up with care, relevance, and respect to help consumers celebrate.
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