Chinese New Year, or Lunar New Year, is a major celebration for Chinese communities worldwide, including in Singapore, where it falls between late January and mid-February (January 29 in 2025). The festival is marked by traditions symbolizing luck and happiness, such as family reunion dinners, red envelopes (angpao), lion and dragon dances, fireworks, and prosperity-themed dishes like fish and rice cakes. Countries like Singapore, Indonesia, and Malaysia celebrate with enthusiasm, blending traditions with local cultures, with Singapore’s Chinatown becoming the vibrant center of festivities, attracting locals and tourists.
A Golden Opportunity for Alcohol Brands
Chinese New Year presents a unique opportunity for alcohol brands to connect with their audience. With families and communities gathering for festive meals, drinks like Baijiu, traditional Chinese liquor, are often served to elevate the celebrations. One of the most popular and premium Baijiu varieties is Yanghe Dream Blue, a premium product from Yanghe Brewery, China’s oldest alcohol company, established in 1688. Known for its high-quality ingredients and luxurious appeal, Yanghe Dream Blue is ideal for serving during important occasions like Chinese New Year.
For Alcohol brands like Yanghe Brewery, Chinese New Year is the perfect time to boost sales and brand visibility. Many brands offer promotions and discounts, while others enhance their services to attract more customers. Yanghe Brewery, in particular, competes for strategic advertising locations across Singapore to maximize exposure. One prime location is at People’s Park Complex, situated in the heart of Chinatown, where bustling crowds gather to shop and celebrate.
Maximizing Brand Visibility: Our prominent large format billboards at People’s Park Complex, Chinatown
Our prominent large format billboards at People’s Park Complex is highly sought-after locations for Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising during Chinese New Year, drawing large crowds of shoppers to the area. These iconic spots offer brands the perfect opportunity to capture consumer attention, as the festive atmosphere attracts both locals and tourists. Alcohol brands, in particular, see this as an ideal moment to increase visibility, with the high foot traffic providing maximum exposure. Yanghe Brewery, for instance, has taken advantage of the static billboards across from Lucky Chinatown to prominently display their products, especially Yanghe Dream Blue, during peak celebration times.
Dominating these billboard spaces in Chinatown is a strategic move to boost brand recognition. The large 6.8-meter-high and 19.4-meter-wide front-lit display, as well as billboards near pedestrian bridges and rest areas, ensure that their ads are seen by a broad audience, including families and tourists. These high-traffic spots, popular gathering places during the festive season, provide excellent exposure, making it an ideal way for alcohol brands to connect with consumers during Chinese New Year celebrations.
Chinatown: A Strategic Step for Alcohol Brands
Dominating the visual landscape around Chinatown goes beyond mere visibility; it requires active engagement. Alcohol brands like Yanghe Brewery recognize the power of strategic ad placements near popular dining spots that resonate with the local Chinese community. For instance, restaurants like:
Si Wei Xiao Chuan Chuan (思味小串串) – Known for its authentic Sichuan skewers, this spot attracts locals and tourists alike with a lively atmosphere and traditional flavors
Dough Magic at People’s Park Complex – Famous for its handmade dumplings and noodles, Dough Magic draws in food lovers who appreciate traditional techniques in a casual.
Xiao Long Kan Hotpot (小龙坎火锅) – With its renowned spicy hotpot experience, Xiao Long Kan invites crowds seeking a true Sichuan culinary journey. (source by burpple.com)
During the Chinese New Year festival, these locations become even more strategic, drawing in large crowds who celebrate through food and drink. Chinatown is home to several popular restaurants that showcase the best of Singaporean cuisine, such as Burnt Ends, Smith Street at Chinatown Complex, Yum Cha Restaurant, and Song Fa Bak Kut Teh. These dining spots have become favorites for all ages. By positioning their brand in this vibrant culinary environment, Yanghe Brewery effectively captures the attention of potential customers who frequent these beloved eateries.
Throughout the period of Chinese New Year, Singapore’s Chinatown transforms into a vibrant hub of activity, with bustling crowds filling every corner of the district. This festive atmosphere makes it an ideal location for brands to reinforce their presence, particularly along the lively stretch between People’s Park Complex and nearby shopping and hospitality centers. Iconic attractions like the Buddha Tooth Relic Temple draw in locals and tourists alike, serving as focal points for religious activities and cultural appreciation. Main streets, including Pagoda Street, Sago Street, and the shopping street managed by the Chinatown Business Association, become decorated in festive colors and lined with shops offering traditional trinkets, gifts, and snacks. Meanwhile, popular food centers like Chinatown Complex Food Centre and Maxwell Food Centre overflow with visitors seeking holiday delicacies. Major thoroughfares such as New Bridge Road, Eu Tong Sen Street, and South Bridge Road join in with decorations and events, amplifying the festive spirit across Chinatown. This rich blend of sights, sounds, and flavors makes Chinatown an unforgettable destination to celebrate Chinese New Year in Singapore, while providing ample brand exposure in one of the city’s most culturally rich areas. (Source by visitsingapore.com)
( Digital Out-of-Home Bilborad at People’s Park Complex Chinatown – Singapore )
In addition to static billboards, LED screens near MRT station entrances and exits offer dynamic digital advertising options, providing brands like the opportunity to captivate commuters and festival-goers with eye-catching visuals. These high-traffic spots allow brands to display culturally themed ads that align with the festive mood, offering flexibility for real-time promotions or festive greetings, and enhancing engagement with passersby through dynamic, visually striking content.
Brands that take advantage of both static and dynamic digital billboards can effectively reach a wider audience, including the thousands of people who pass through Chinatown daily. Combining traditional OOH with modern DOOH advertising methods ensures that alcohol brands not only capture attention but also remain memorable long after the festival ends.
The Power of Combining OOH and DOOH Advertising
For alcohol brands aiming to stand out, the combination of OOH and DOOH advertising during Chinese New Year offers unbeatable opportunities. While static billboards provide a constant, reliable presence, digital billboards offer flexibility for real-time promotions, special offers, and dynamic visuals that resonate with the festive atmosphere.
For instance, an alcohol brand could run a digital campaign promoting limited-edition packaging for Chinese New Year or offering exclusive discounts that are visible during the busiest times of day. By doing so, brands can create a sense of urgency and excitement, encouraging consumers to make purchases for their family gatherings or as festive gifts.
Creative Ways to Stand Out in Chinatown
Interactive Digital Screens:
Alcohol brands can use interactive elements on digital billboards to engage passersby. For example, brands could invite people to scan a QR code on the screen, giving them a chance to receive a virtual “angpao” (red envelope) with exclusive discounts or a free Baijiu bottle. This playful engagement can make the brand more memorable.Real-Time Content:
Utilize real-time content on DOOH screens to create a sense of urgency or excitement. Brands can display a countdown to Chinese New Year or showcase user-generated content where consumers share their festive moments enjoying Baijiu. This interactive approach helps your brand feel more connected to the audience.Leverage Festive Packaging:
Highlight limited-edition festive packaging through your OOH ads. Chinese New Year is a time when alcohol is often purchased as gifts, so showcasing your exclusive, culturally themed packaging can attract consumers looking for the perfect gift.
Seizing the Opportunity: Prepare Your Brand for Chinese New Year 2025
The Chinese New Year festival presents a golden opportunity for alcohol brands to connect with consumers at the height of their holiday spirit. By strategically placing ads in key locations like Our prominent large format billboards at People’s Park Complex and LED displays near MRT entrances, your brand can enjoy increased visibility and engagement with a festive crowd ready to celebrate.
Don’t miss out on the chance to advertise during the Chinese New Year 2025 celebration. Seize this moment to reach your audience by showcasing your brand in the heart of Chinatown, one of Singapore’s most iconic cultural hubs. Prepare your advertisements with The Perfect Media, and ensure your brand stands out amidst the excitement and celebration, reaching millions of eager festival-goers.
