Chinese New Year (CNY) is more than just a cultural tradition, it’s one of Singapore’s most commercially vibrant seasons. In 2026, Chinese New Year begins on February 17, marking the start of a multi-week celebration filled with family gatherings, red lanterns, festive shopping, and heritage street performances.
From Chinatown’s buzzing walkways to bustling retail hubs, the city transforms into a visual spectacle. Consumer spending surges, foot traffic spikes, and public spaces become magnets for both locals and tourists eager to participate in the festivities.
For brands, this presents a rare and powerful window to connect. With elevated attention and emotional resonance in the air, Out-of-Home (OOH) advertising plays a central role in festive marketing strategies. Whether through vibrant LED screens or landmark static billboards, OOH enables brands to be seen, remembered, and celebrated — right where the action happens.
Build Emotional Connection Through Billboard Storytelling
During Chinese New Year, people seek out messages of prosperity, togetherness, and luck. Static billboards offer brands a lasting, symbolic presence on the streets – and a chance to connect emotionally with consumers.
Large-format OOH placements along major roads and retail belts serve as anchor visuals that reinforce brand trust through high-frequency exposure. These formats are ideal for:
FMCG brands running festive promotions
Property or insurance firms sharing wishes for health and fortune
Financial institutions strengthening credibility and seasonal relevance
Jewelry, wellness, or gifting campaigns targeting families and professionals
Alcohol brands amplifying seasonal visibility and brand prestige
A great example of effective billboard use comes from China Merchants Bank (CMB). The brand strategically placed large-format billboards in Chinatown’s People’s Park Complex and Furama City Centre, aiming to reach the Chinese community at key touchpoints. These high-traffic locations are frequented by families, business owners, and professionals — audiences highly engaged with financial planning.
By choosing location-sensitive placements, CMB reinforced its brand presence among a relevant demographic and boosted visibility during the high-attention CNY period. It’s a strong example of how well-placed static media can support brand-building and conversion goals.
Yanghe Brewery took over a massive 6.8m x 19.4m front-lit billboard across from Lucky Chinatown to showcase its premium liquor brand Yanghe Dream Blue. Positioned in one of the most festive, high-footfall zones of Singapore, the campaign capitalized on increased visibility and emotional resonance during the celebration peak.
Complemented by additional placements near pedestrian bridges and rest zones, Yanghe’s campaign delivered broad exposure to both locals and international visitors. This strategy reinforced premium positioning and festive association, ideal for celebratory product categories like alcohol.
Command Attention With LED Screen During The Festive Rush
With the energy, color, and movement of Chinese New Year, LED screens offer the perfect balance of festive flair and campaign flexibility. These vibrant displays allow brands to stay culturally relevant while standing out in high-traffic, emotionally charged environments.
Dynamic LED screens empower brands to:
Share real-time greetings, countdowns, and festive visuals
Run timed promotions or flash deals across multiple campaign phases
Adapt creative content instantly to suit crowd flow, cultural moments, or language preferences
In iconic locations like People’s Park Complex, Chinatown, The Perfect Media’s large-format LED screen dominates the visual landscape, offering maximum exposure to a diverse, high-intent audience of both locals and tourists.
During a past campaign, Panda Remit dominated our LED screen located at Chinatown MRT Exit C, engaged festive crowds with multi-language greetings and financial service messaging. As of 2024, Singapore is home to over 1.6 million foreign workers from countries including Indonesia, Malaysia, the Philippines, Bangladesh, India, and China — representing a significant multicultural audience.
By tailoring content across languages and aligning with festive moments, Panda Remit extended its cultural relevance and brand reach — all while maintaining visual dominance throughout the campaign.
To deepen engagement, many advertisers synchronize LED messaging with lion dance performances, countdown celebrations, or community greetings. This real-time adaptability fosters stronger emotional connections and drives memorability during a season built around tradition and togetherness.
When your message moves with the moment, your brand becomes part of the celebration — not just a spectator.
Why Brands Advertise During Chinese New Year
Chinese New Year advertising is more than just gaining visibility — it’s about being present at the right time, in the right place, and with the right message. During this peak festive period, Out-of-Home (OOH) advertising gives brands a strategic advantage by placing them directly within the heart of celebration zones where footfall, emotion, and attention are naturally at their highest.
OOH enables brands to align with culturally significant spaces where communities gather — from heritage streets to retail hubs — creating meaningful, contextual engagement. Its large-format presence delivers visual impact that digital media cannot replicate, making brands unmissable during one of the busiest times of the year.
More importantly, OOH inspires real-world action: whether it’s prompting walk-ins, driving festive purchases, or encouraging QR code engagement. When paired with digital, social, or e-commerce platforms, outdoor advertising also becomes a powerful offline-to-online bridge — amplifying festive messaging across channels.
Be Seen Where the Celebrations Happen
Top-tier advertising sites during Chinese New Year are in exceptionally high demand, and the brands that make the greatest impact are often those that plan ahead. Early planning allows you to secure premium LED screens and static billboard inventory in festive hotspots like Chinatown and People’s Park Complex, align your messaging with footfall peaks and cultural moments, and ensure smooth creative development and approvals.
At The Perfect Media, we make this process seamless, offering full support from site selection and scheduling to artwork adaptation and campaign execution. Whether you’re a global brand or a local business, our team ensures your campaign is timely, visible, and impactful.
In a season built on symbolism, reunion, and prosperity, the brands that win are those that show up with meaning. With our outdoor advertising solutions, your message becomes part of the celebration — lighting up the streets, engaging diverse audiences, and leaving a lasting impression.
Ready to secure your Chinese New Year 2026 campaign?
Email: ask@tpmoutdoor.com
Phone: +65 8812 0555 | +65 6273 0556
