The time has come for brands to adapt to the era of TikTok and here's why

In Toronto, just stroll downtown to see the red and gold decorations blossom in the windows of many shops, such as Hudson’s Bay, in homage to the Lunar New Year. Other companies such as Herschel or Holt Renfrew have created product collections especially for this occasion.

If you had asked me the question seven or eight years ago, I would have been very happy because there was such a lack of positive representation from the Asian community.acknowledges Madelyn Chung, the founder of Represent Asian Project.

With her Represent Asia project, Madelyn Chung fights for a fairer representation of Asian communities in the media and public space.

Photo: Madelyn Chung

For her, the mania of recent years is increasingly distant from the values ​​of the party.

We see big brands taking advantage of a very important holiday for many Asian communities. We see it on Pride Day, Earth Day: the rainbow wash and greenwashing. I don’t think it’s much differentshe believes.

Madelyn Chung regrets seeing brands putting rabbit symbols (for the year of the rabbit) everywhere, even on products that have nothing to do with the Lunar New Year.

Photo: Radio-Canada / Julien Sahuquillo

The Lunar New Year, which is sometimes called the Chinese New Year because it’s important in China, is actually celebrated by many other communities: Korean, Malaysian or even Vietnamese.

Madelyn Chung notes that luxury brands have been the first to enter this market for Lunar New Year products, with offerings aimed at a particularly affluent Chinese diaspora.

” They used to be more luxury brands, but now they’re all getting into it. »

— A quote from Madelyn Chung, founder of Represent Asian Project

Madelyn Chung believes that nowadays almost all the big brands are getting into it, without necessarily understanding this celebration.

Playboy

with [une version spéciale du] bunny because it’s the year of the bunny. One more time at Buyersit had kabuki brushes in red and gold, even though it’s Japanese and the Japanese don’t celebrate the Lunar New Year”,”text”:”The other day I saw a Playboy T-shirt with [une version spéciale du] bunny because it’s the year of the bunny. Another time at Shoppers, she had kabuki brushes in red and gold, even though they are Japanese and the Japanese don’t celebrate the Lunar New Year”}}”>I saw a shirt the other day Playboy with [une version spéciale du] bunny because it’s the year of the bunny. One more time at buyershe had kabuki brushes in red and gold, even though they are Japanese and the Japanese don’t celebrate the Lunar New Yearshe is outraged.

Strive to understand the meaning of this holiday

Madelyn Chung, however, doesn’t put everyone in one basket and acknowledges that some brands are making a commendable effort.

We see more and more brands doing at least the bare minimum by using Asian collaborators and Asian artists. Johnny Walker with Blue Label has enlisted artist Angel Chen to create a special label. Ariztia collaborated with four Chinese-born artists to create four sweatersprovides as an example.

Zila Li, known as Eirlysie, is the only Chinese-Canadian artist Aritzia has appealed to. Arriving in Canada at age 4 with her parents, the now 20-year-old artist is delighted to see her culture more represented than hers.

The artist Eirlysie is delighted to have been able to create this very first collaboration with an important brand during a party dear to her.

Photo: Courtesy of: Zila Li

I grew up in Canada and no one talked about the Lunar New Year except my family and our Chinese friends. Aritzia took the time to ask us a few questions to find out what the Lunar New Year meant to us and she posted [nos réponses] on the siteshe says.

Still surprised that she was chosen, Zila Li thinks the brand noticed her thanks to her posts on TikTok. She is happy that she had carte blanche to create her design of her.

hafu

[vêtements traditionnels de la dynastie Han, NDLR]”,”text”:”I wanted to show people traditional Chinese clothing such as hanfu [vêtements traditionnels de la dynastie Han, NDLR]”}}”>I wanted to show people traditional Chinese clothes like hafu [vêtements traditionnels de la dynastie Han, NDLR]explains.

” I feel honored that people can wear my work. »

— A quote from Zila Li, independent artist

For its part, Hudson’s Bay was unable to grant us an interview, but specifies in a message its choice to anticipate the lunar new year.

Throughout the year, we celebrate and support diverse communities that reflect our customers and associates. This includes celebrating these occasions, as well as representing the brands we invest in and the products we sell.says the message.

Return to the values ​​of the party and share it

Madelyn Chung believes that celebrating the Lunar New Year should go beyond placing bamboo, red and gold motifs and the zodiac sign of the year on products.

” The Lunar New Year is the beginning of the Spring Festival which lasts for 15 days. It is an important time for the communities that celebrate them as we come together as a family. »

— A quote from Madelyn Chung, founder of Represent Asian Project

He would like it to be a moment of exchange and sharing of the different traditions and superstitions.

For example, you need to clean your house before New Year’s to make sure you get rid of all the bad luck from the previous year. But on New Year’s Eve, do not clean the house at the risk of bringing out the luck that has settled there.provides as an example.

He adds that one of the traditions is also to buy a new garment to symbolize renewal.

The Lunar New Year is also a major tourist time for Toronto, says Destination Toronto’s communications manager.

Before the pandemic, China was our number one market for visitsshe says.

Even if the Chinese can travel again, he says he doesn’t see a recovery just yet. However, he believes that with Toronto’s numerous Chinatowns and large Asian community, the local market for this holiday is very much there.

There is a certain authenticity to Toronto and many businesses want to participate in the Lunar New Year. There may be a little more awareness around the Lunar New Year, but we’ve always seen high turnoutconcludes.