Chinese New Year, also known as the Spring Festival, is an important Chinese holiday celebrated at the turn of the traditional lunisolar.
This is without doubt the largest annual human migration of the year on our planet. Millions of people embark on homebound journeys in all directions, radiating from mostly first tier cities in China to smaller towns and villages, covering a land mass of over 9 million square kilometres. From the biting cold of the north to the lush greens of the south, people from every region celebrate this annual event in their own ways.
Dumplings are an absolute essential on the menu for the northern part of China on New Year’s Eve. These delicate, little boat-shaped parcels can be stuffed with all kinds of fillings, for example fish, red meats or poultry, mixed with vegetables. The senior members of the family who prepare the meals often randomly put some ‘special items’ into the little parcels for the children. And whoever picks them during the meal would be considered lucky for the rest of year!
People from the southeast part of China cannot leave behind ‘NianGao’ (rice cake) or ‘TangYuan’ (sweet dumplings) on New Year’s Eve on their dinner table. Both are made of sticky rice, which has been pounded into a very thick paste that can be moulded into any shape. The small, round dumplings – TangYuan –symbolise family unity, perfectly suited in this festive season.
It’s a tradition for my family to sit together and watch the New Year’s Gala on Chinese State Television, which is a truly remarkable show that has been running for over 30 years since it was first aired in 1983. The show has had a huge impact on modern Chinese pop culture and generations of people who grew up with the show. It is an essential programme for many households.
Red, corresponding with fire, symbolises good fortune and joy, so red is found everywhere during Chinese New Year. From the palaces which are glittered with neon lights to their neighbouring narrow alleyways, red lanterns hang over every corner of the city and fireworks light up the sky. They amplify the festive mood, while many people may take a stroll in a flower fayre or rush to the nearest temple for the best local shows.
Chinese New Year is by far the most important public holiday in China, but it is also a great opportunity to tap into this enormous market when most people are resting at home.
However, because of the enormity of it, with distinctive cultural characteristics from region to region, you may need a helping hand to reach your intended audience. Crayfish.io, through our highly skilled, carefully vetted bilingual freelancers, offers a tailor-made service, designed to suit all kinds of enterprise at a competitive price.
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