For the most heavily populated nation on earth and its rapidly spreading diaspora, elements of Chinese New Year celebrations can sometimes resemble Christmas: people travel great distances to be together, businesses shut down, cities become quiet.
Spending quality time with family and friends; exchanging the ubiquitous red packets containing freshly minted bank notes for luck; and eating and drinking are a few of the many key ingredients to celebrating the Lunar New Year.
Given the importance of the festival and the growing size of the Chinese community, this period is clearly a commercial bonanza for many Asian suppliers.
Equally, foreign brands can embrace the business opportunity by taking time to fully understand the tradition and culture of Chinese New Year - the differences from country to country, market to market - and enhance their brands' connections with consumers.
But while Asian or international brands can cash in, there is perhaps a bigger opportunity for China to enhance its position as a brand on the global stage.
Read more at BBC
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