Which 2026 Hong Kong CNY campaign gets your pick?

As we inch towards the Year of the Horse, the marketing industry is tapping into the festive spirit to connect with customers and share blessings, with brands across the region rolling out lively campaigns in celebration.

For example, HSBC Credit Cards has enhanced customers' dining experiences by launching a food stall at the Victoria Park Lunar New Year Fair, aimed at supporting the local dining industry. This initiative highlights local dining gems and encourages cardholders to support homegrown restaurants. Meanwhile, MTR Corporation has partnered with local hip-hop duo FAMA to release a seasonal version of their classic hit “風生水起” to spread celebratory vibes. They visited MTR stations featuring lucky messages created by combining station names to wish citizens peace and health.

In celebration of the season, MARKETING-INTERACTIVE has curated a roundup of standout Lunar New Year campaigns—highlighting how brands are blending creativity, tradition, and entertainment to captivate audiences and usher in a prosperous new year.

1. Coca-Cola Hong Kong 

Coca-Cola has launched campaign to celebrate the spirit of togetherness and encourage meaningful moments of connection during Chinese New Year.

Titled “Making moments count, together this New Year” (此刻 年在一起), the campaign is done in collaboration with local agency Ernest & Donald Marketing Communications. It has taken a multi-layered approach. It includes special-edition packaging inspired by the Year of the Horse, designed to enhance seasonal relevance and drive collectability.

Through festive packaging, interactive promotions and experiential rewards, Coca-Cola seeks to reinforce its role as an essential part of shared celebrations and joyful gatherings during the festive season, said a spokesperson from The Coca-Cola Company.

A citywide consumer promotion also invites participation through a guaranteed-win lucky draw. Consumers can scan QR codes found on gold caps and pull tabs for a chance to win prizes.

Experiential elements include the “Coca-Cola gathering of the year”, featuring exclusive fireworks viewing and celebrity interactions. The brand is also offering culturally resonant merchandise such as a crystal mahjong set and festive lifestyle items, extending Coca-Cola’s presence into home celebrations.

To foster intergenerational engagement, the campaign also integrates festive game activations at the street level, blending tradition with play to unite different age groups.

2. Garden

Hong Kong-based bakery and confectionery manufacturer Garden has launched its "Luxe Collection" — a range of six new products that build on tradition while elevating the celebration. With upgraded recipes and exquisitely festive packaging, the collection adds a modern sparkle to heartfelt gifting and joyful reunions.

Done in partnership with RSVP Communications, the Garden Chinese New Year series is now available at Garden retail shops, major supermarkets, and selected retail outlets. Shoppers at selected promotional booths can also receive exclusive, limited-edition festive gifts — a sweet way to mark the season of abundance.

With the debut of the all-new Luxe Collection, Garden seeks to break through the stereotypes of traditional food brands, said Garden's spokesperson in conversation with MARKETING-INTERACTIVE. "Using 'Garden is always here' as its core emotional appeal, the brand demonstrates its ability to honour heritage while evolving with the times and leading modern trends. This move not only deepens the emotional loyalty of long-time customers but also successfully reaches a new generation of consumers."

With its timeless sweet flavours, Garden continues to serve as a nostalgic symbol of "tuen yuen" (團圓) — togetherness that transcends generations. Whether shared among family or friends, Garden’s offerings remain a cherished part of every festive gathering. The brand has also tapped Hong Kong actress Charmaine Sheh as the brand ambassador for the series. 

The launch of the newly designed Chinese New Year collection aims to enhance consumer appeal, added the spokesperson. "The new collection aims at appealing younger customers who look for classy and affordable gift options. Coupled with a limited-time lucky draw, these rich rewards serve as a powerful incentive to drive purchases, ultimately achieving the goals of increasing transaction frequency and expanding market share."

3. Hang Seng Bank

Hang Seng Bank is celebrating the upcoming Chinese New Year with its citywide campaign, “The God of Wealth is coming to town".

Since the 1970s, the Hang Seng God of Wealth has brought prosperity and good fortune to the city each Chinese New Year.In the Year of the Horse, the iconic Hang Seng God of Wealth will be brought to life by a group of prominent artists, who will deliver festive greetings and positive energy across all 18 districts.

This year, the bank is continuing the legacy with an innovative initiative featuring renowned celebrities Nicholas Tse, Charlene Choi, Hung Ka-ho, and members of the girl group VIVA - including Ada Jiang, Carina Li, Valerie Cheung, and Brittany Tsang - who will each take on the role of the God of Wealth and perform a newly remade version of the festive song “Choi San Dou” (財神到), spreading joy and blessings throughout the city.

To further engage with the community, Hang Seng will host a series of online and offline activities. The God of Wealth will distribute festive posters at Central and Wan Chai MTR stations on 4 and 5 February, while members of the public are invited to co-create and share their own festive greetings on Hang Seng’s official Instagram.

To extend the blessings of good fortune, Hang Seng Personal Banking and Hang Seng Commercial Banking customers who complete designated fortune missions between 2 February and 31 March will be entered into the Million-Dollar Gold Coin Lucky Draw.

Prizes include God of Wealth & Gallant Horse 999.9 Pure Gold Medals and God of Wealth & Gallant Horse 999.9 Pure Gold Medals Ruyi Knot, with a total prize value over HK$1 million.

4. HSBC Hong Kong

HSBC Credit Cards have launched the "Red hot chef – Feast of the year", a Lunar New Year dining campaign at the Victoria Park Lunar New Year Fair, designed to support the local dining industry in Hong Kong.

As part of HSBC's commitment to delivering elevated lifestyle experiences, the campaign aims to bring HSBC credit cardholders and food lovers closer to the city's signature dining gems, while encouraging greater support for the local dining community.

Building on the success of last year’s Red Hot Chef Reality Show, the new campaign highlights local dining gems and encourages cardholders to support homegrown restaurants. With the launch of "Red hot chef – Feast of the year", HSBC aims to transform the Victoria Park Lunar New Year food stall into a culinary hotspot, positioning HSBC Credit Cards as the ultimate dining companion for food lovers.

Targeting HSBC credit cardholders, local food lovers and the mass market, the campaign brings together acclaimed restaurants and top chefs to reinterpret classic Lunar New Year delicacies with modern twists. Diners are invited to embark on a delectable journey through a diverse array of international cuisines—from the exquisite Indian delights at Leela, Chinese and Southeast Asian cuisines at Jade & The Fullerton Ocean Park Hotel Hong Kong, the Michelin signature dish at Neighborhood, Taiwanese delights at Taipei Izakaya, to the lively offerings at Ho Lan Jeng, and the standout contenders in the "Red Hot Chef" contest, Sick! Burger and Leung Shun Hing. The food stall is not just about providing food and beverages, but about transforming customers' dining experiences through festive flavours designed to delight everyone.

Supported by MSL Hong Kong, the campaign has launched a humorous social media reel featuring local actress Nancy Sit themed around the Lunar New Year Fair. As anticipation built, HSBC once again teamed up with chef Anh Sung-jae, with a special appearance by HSBC Lion Stephen. Dressed in a dazzling chef's outfit, Stephen officiated the grand opening ceremony. This reimagined version of the long-standing mascot not only added a touch of flair but also symbolised a prosperous year ahead, beautifully merging the campaign's themes of tradition and modernity.

5. McDonald's Hong Kong

To celebrate Lunar New Year, McDonald’s Hong Kong will present a special parade float titled “Golden Tracks of Joy – McDonald’s 50 Years of Love.” The design is inspired by iconic restaurant installations from the 1980s, evoking nostalgia and festive cheer.

The float will debut at the Hong Kong Tourism Board’s “Cathay International Chinese New Year Night Parade.” Ahead of the event, its design will be previewed to the public starting today in the pedestrian tunnel connecting MTR Central Station and Hong Kong Station.

Drawing direct inspiration from the beloved train installation at the Sha Tin New Town Plaza McDonald’s in the 1980s—a cherished piece of Hong Kong’s collective memory—the float features McDonald’s signature red and yellow colors. It is adorned with the iconic “M” logo along its sides, golden Fries at the rear, and classic light bulbs that capture the brand’s joyful and timeless spirit.

Accompanying the float is a vibrant performance group comprising of McDonald’s Hong Kong frontline crew members, management team, and professional performers, joined by much-loved McDonaldland characters — Ronald McDonald, Grimace, Birdie, and the Hamburglar. With a star-studded lineup, the team aims to deliver heartfelt Chinese New Year blessings to Hong Kong citizens and visitors from around the world, creating unforgettable festive memories.

6. MTR Corporation

MTR Corporation has collaborated with local hip-hop duo FAMA to release a seasonal version of their classic hit “風生水起” to spread celebratory vibes. This is part of MTR’s Lunar New Year campaign, running until 24 February, in collaboration with creative agency Cheil Hong Kong.

While the song “風生水起” is cherished across generations and FAMA is known for their comedic and lucky image, it has been selected to celebrate prosperity in the Year of the Horse. With FAMA's recent return in the popular online game show "Cuttlefish Game 2 and 3" on the YouTube channel Trial & Error, MTR seeks to leverage their rising popularity, which resonates well with a broad audience. For those who haven't seen the show, FAMA's previous hit songs are also well-remembered. Additionally, FAMA embodies humour and joy, making them an ideal fit for this campaign.

The music video features FAMA visiting stations, including Wong Tai Sin, Mong Kok, and Racecourse, as they share festive blessings set to a special Year of the Horse version of their hit song. It includes lucky messages created by combining station names; for example, the word "大" from Wong Tai Sin station and “旺” from Mong Kok station combine to form "大旺”, wishing citizens great prosperity. Additionally, the word “安” from Heng On station and “康” from Siu Hong station combine to create “安康”, wishing citizens peace and health.

The campaign also includes a series of activities across the railway network, MTR shops, MTR malls, and the MTR Mobile app to celebrate the season with the community.

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