As China ushers in the Year of the Snake, the country’s consumer landscape is evolving.
During the eight-day Chinese New Year Golden Week (10 to 17 February), domestic tourism spending hit RMB 677 billion ($95 billion), up 7 per cent from last year, according to the Ministry of Culture and Tourism. But beyond these figures lies a notable shift — travellers are increasingly favouring historical museums and small towns with rich cultural heritage, reflecting a growing consumer interest in traditional cultural experiences.
For international brands, understanding China’s cultural calendar is more than just marking holidays — it’s about forging authentic connections with local consumers. From heritage festivals to digital shopping bonanzas, 2025 presents key moments for brands to engage with China’s fast-changing market.
International Women’s Day
Date: 8 March
International Women’s Day has emerged as a major marketing occasion in China, driven by the rise of the ‘she economy’. According to management consultancy Accenture, China has approximately 400 million Chinese women aged 20 to 60 in its workforce, contributing over RMB 10 trillion ($1.4 trillion) in consumption, so brands can tap into this vast and engaged audience.
Recent years have seen brands like SK-II, Aesop and Proya leverage this occasion for creative campaigns. “It’s no longer just about sales — it reflects a broader shift where women prioritise quality, self-expression and brands that truly understand them,” says Jack Yu, general manager of digital and marketing agency Gusto Collective’s integrated marketing communications department.
However, as female consumers become increasingly sophisticated, they are more attuned to gender issues in commercial messaging. Yu advises brands to avoid superficial empowerment themes or outdated gender stereotypes. Instead, brands should authentically “celebrate women’s diverse identities and achievements”, focusing on “experiences, narratives and products that align with the brand’s aspirations”.
Shanghai Fashion Week
Date: 25 March, end date TBD (October edition TBD)
Since its 2001 debut, Shanghai Fashion Week has cemented itself as Asia’s leading fashion event, blending runway spectacles with business opportunities. The event attracts global players like Moncler and Vivienne Westwood while serving as a launchpad for emerging Chinese talent.
“For international brands, Shanghai Fashion Week represents not just the Greater China market, but the Asian market as a whole,” says Tasha Liu, founder of Chinese fashion incubator Labelhood. Liu notes that, beyond the glamour, the event integrates supply chain resources, making it a critical touchpoint for global fashion players looking to expand their footprint in China.
Shenzhen Fashion Week
Date: Anticipated for March (October edition TBD)
While Shanghai commands the global spotlight, Shenzhen Fashion Week takes a more localised approach, championing homegrown talent. “Shenzhen Fashion Week is growing rapidly and attracting diverse brands, from established women’s fashion groups like Gelisi and Ying’er to emerging designers,” says fashion influencer Peter Xu, who is also a creative producer and business consultant for local brands looking to expand globally.
“With the Greater Bay Area’s affluent consumer base, international brands can use this event to engage with local designers, better understand market trends and refine their localisation strategies,” Xu notes. Past seasons have seen participation from global brands such as MCM and Max Mara, creating new opportunities to resonate with the Chinese market. By attracting more international names, Shenzhen Fashion Week is steadily building a global reputation. To further strengthen its industry influence, Shenzhen Fashion Week collaborated with Vogue China for the first time in 2024 and appointed former Condé Nast China president Gill Zhou as its chairman this year.
520 Day
Date: 20 May
This Valentine’s Day equivalent is named after the pronunciation of the date ‘520’ (20 May), which resembles “I love you” in Mandarin. Originally popular among younger consumers, it has become a widespread gifting occasion. For international luxury brands, 520 Day gained traction after the pandemic disrupted traditional Valentine’s Day celebrations in 2020.
Brands like Hermès, Louis Vuitton, Dior, Gucci, Bottega Veneta and Prada are the major players to have capitalised on 520 Day with exclusive collections and branding campaigns. For example, Prada released an exclusive colour for its Arque bag, while Bottega Veneta featured Olympic gold medalist diver Gus Jingjing, table tennis player Xu Xin and swimmer-turned-golfer Ning Zetao for its 520 campaign last year.
Shanghai International Film Festival
Date: Anticipated for June
Shanghai International Film Festival (SIFF) draws a large sum of attendees globally each year. In 2024, it saw nearly 500,000 attendees and screened over 450 films. Luxury brands have long leveraged SIFF as a marketing platform. French house Dior has been an official partner since 2020, while high-end jewellery brand Bvlgari and watchmaker Piaget also align with the star-studded event. Luxury watch brand Jaeger-LeCoultre has supported SIFF’s ‘Classic Film Print Restoration Project’ since its inception in 2011.
618 Shopping Festival
Date: 18 June
Arriving on 18 June each year, JD.com’s 618 Shopping Festival was launched in 2010 to compete with Alibaba’s Singles’ Day event. It has since grown into a multi-platform retail extravaganza.
Luxury brands like Miu Miu, Valentino, Marni and Lemaire saw promising sales figures during last year’s edition. According to data analytics platform Syntun, major e-commerce platforms including Tmall, JD.com, Douyin and Pinduoduo generated over $102 billion in gross merchandise value (GMV) during the period.
Despite a first-time sales decline last year amid the wider downturn in China, Jacob Cooke, CEO of digital marketing agency WPIC, argues that record levels of cross-platform participation and engagement persist. “It’s essential for international brands to participate,” says Cooke, as it’s “not only about sales” — it’s also critical for brand visibility, acquiring new customers and building loyalty.
Bilibili World 2025
Date: Anticipated for July
With China’s anime, comics and gaming (ACG) economy booming, Bilibili World has become a must-attend event. According to Qianzhan Research Institute, China’s ACG market grew from RMB 18.9 billion ($2.9 billion) in 2016 to RMB 221.9 billion ($34 billion) in 2023. In 2024, Bilibili World sold 100,000 tickets in under a minute. Now China’s largest ACG exhibition, the event attracted over 250,000 visitors last year, surpassing San Diego’s Comic-Con International. Beauty and lifestyle brands, including Mac Cosmetics and Chando, have successfully tapped into Bilibili World’s youth-driven subculture for marketing campaigns.
First International Film Festival
Date: Anticipated for July
Nestled in Qinghai, far from China’s bustling metropolises, the First International Film Festival (FIFF) has become the country’s answer to Sundance, championing independent filmmakers since 2006. “First is a dynamic platform where young directors can exchange ideas, develop their creative voices, and nurture the art of independent filmmaking,” says Yaohui Xiao, publisher and editorial director of Nowness China. The festival provides an alternative to the mainstream industry, encouraging directors to explore film’s deeper expressive value beyond commercial success.
Luxury brands have increasingly taken notice, with Chanel playing a pivotal role in FIFF’s evolution. First Frame project, one of China’s most impactful initiatives supporting female filmmakers, has been backed by Chanel since 2021. “The beauty of this collaboration is that it’s not just about supporting women’s stories or emerging directors,” Xiao explains. “It’s about fostering cultural dialogue—connecting cinephiles with Chanel’s global audience and amplifying narratives that might otherwise go unheard.”
As FIFF continues to grow, it cements its role as a launchpad for China’s next generation of filmmakers—and the brands that champion them.
Qixi Festival
Date: 29 August
Qixi Festival, often known as Chinese Valentine’s Day, falls annually on the seventh day of the seventh month on the Chinese calendar (this year, that’s 29 August). The festival is rooted in a legendary love story and has become a key commercial holiday for luxury brands.
“Both Qixi and 520 Day serve as critical platforms for launching localised product collections,” says Bohan Qiu, founder of Shanghai-based creative and communications agency Boh Project. “Brands could use limited colours, exclusive prints and artist collaborations, and feature local celebrities to showcase local craftsmanship, creating an emotional marketing moment,” adds Qiu. Loewe’s recent collaboration with award-winning director Nina Gantz and Chinese actor Lin Dongfu exemplifies how brands can blend storytelling with cultural heritage to create compelling campaigns.
Singles’ Day
Date: 11 November
Singles’ Day was founded in the 1990s by Chinese university students to celebrate people’s singledom. The date was selected on 11-11, also known as Double Eleven, as a symbol of solo living. In 2009, Alibaba took the chance to promote Singles’ Day as a key moment for single consumers to celebrate by online shopping. The festival has since transformed into an online shopping gala.
“Both 618 Shopping Festival and Singles’ Day are still the biggest opportunities for international brands to reach massive audiences at once,” says WPIC’s Cooke. He argues that the festivals serve as important moments for brands to launch products, re-engage lapsed customers, amplify brand messaging and also create a competitive environment where brands that invest in creative marketing, strong influencer partnerships and differentiated offers stand out.
According to Cooke, last year’s Singles’ Day witnessed 15 to 16 per cent growth in GMV compared with the year prior. Meanwhile, Alibaba’s VIP Membership offering experienced a 50 per cent surge in purchases during the festival, underscoring the strong engagement of high-value consumers. However, Cooke emphasises the need for brands to evolve their strategies to effectively engage with such online events. Instead of solely relying on “deep discounts”, brands should consider launching consistent campaigns throughout the year, he says, incorporating live streams and social commerce activations.
Shanghai ATP Masters 1000
Date: 1 to 12 October
The Shanghai Masters, Asia’s only ATP Masters 1000 tournament, has been a staple on the global tennis calendar since 2009, with Rolex as its title sponsor. The 2024 edition featured a 96-player singles draw with stars like Carlos Alcaraz, Jannik Sinner and Holger Rune. Tennis icon Roger Federer also made a guest appearance, adding to the event’s prestige.
“The Shanghai Masters has long attracted sponsorship from global brands like Rolex and Moët Chandon,” says Xuan Wang, partner of China-focused digital agency Tong Global. For brands, he adds, success lies in deep engagement rather than one-off sponsorships, particularly as China’s middle class continues to expand its interest in tennis. To fully capitalise on these opportunities, brands should strive to create a sense of consistency from their brand identity and core values, demonstrating a long-term commitment to the sport and developing a deep understanding of the market.
Shanghai Art Week
Date: Anticipated for November
Shanghai Art Week has become a major cultural fixture, featuring three prominent fairs — West Bund Art Design, Art021 and Shanghai Young Art Fair — alongside an online expo and the Shanghai International Art Book Fair. In 2024, over 200 exhibitions and events cemented its status as one of Asia’s most significant art weeks.
“Shanghai Art Week has maintained steady growth, even during and after the pandemic,” says Richard Zhang, a Shanghai-based art economist. He attributes the growth to the city’s “thriving private art museums and galleries”, the support of two major art fairs (West Bund and Art021) and the “sustained purchasing power” from Chinese art collectors.
For brand collaboration, Zhang highlights Dior as an example of a successful and enduring brand-art partnership. “Dior has been an active participant, particularly through its Lady Dior Art exhibition, which has collaborated with the art week for several years,” Zhang adds. He also points out that for those brands targeting art enthusiasts and collectors, participating in Shanghai Art Week could enhance “customer loyalty and expand their client base”.
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