As the Chinese New Year of the Horse arrives, a season defined by reunion, vitality and shared celebration unfolds around the world. From East to West, the Spring Festival continues to connect people through a collective sense of optimism, cultural pride and renewed beginnings.
Marking this auspicious moment, a distinguished expression of Chinese Red has illuminated iconic landmarks in major cities worldwide. Initiated by Honghua Lang, one of China’s most esteemed baijiu brands, this global digital showcase presents a contemporary celebration of the Chinese New Year – bringing together cultural heritage, modern creativity and a confident international outlook.
A Living Tradition on the Global Stage
Baijiu and the Spring Festival stand among the most enduring symbols of Chinese culture. Rooted in history and embraced in modern life, they embody celebration, connection and continuity across generations.
Building on its landmark global activation on Chinese New Year’s Eve in 2025 – commemorating the Spring Festival’s inclusion on UNESCO’s Intangible Cultural Heritage list – Honghua Lang continues its international cultural expression this year with expanded reach and refined creative execution. Through a carefully curated presence in leading global cities, the brand brings the festive energy and cultural richness of the Chinese New Year to a wider international audience.
From North America to Europe, from Asia to Oceania, and newly extending to Africa, Honghua Lang’s signature Chinese red lights up renowned urban landmarks. Spanning continents and time zones, these moments collectively celebrate prosperity, renewal and the shared joy of welcoming the Chinese New Year.
Where Craftsmanship Meets Contemporary Visual Expression
This year’s presentation features bespoke 3D animation displayed on large-format digital billboards, creating striking and immersive visual moments in some of the world’s most prominent city locations. The vibrancy of Chinese red, the depth of heritage baijiu culture and the festive spirit of the Spring Festival are brought together through dynamic motion and scale, transforming urban spaces into vivid celebrations of Chinese culture.
In select cities, synchronised multi-screen displays further enhanced the sense of global connection, allowing New Year greetings to be experienced simultaneously in a bold and contemporary format.
Shared Wishes, Shared Celebration
Ahead of the Spring Festival, Honghua Lang invited Chinese communities worldwide to share their New Year wishes – messages of good fortune, health and hope for the year ahead – through a global digital initiative. These personal expressions, written in multiple languages, are now showcased on landmark screens internationally, turning individual greetings into a collective celebration.
In parallel, Honghua Lang, together with Qinghua Lang and Hongyun Lang, hosted the “Chinese New Year · Shared with the World” cultural evening at the United Nations Headquarters. Through curated baijiu tastings and cultural exchange, international guests experienced how Chinese baijiu has become a distinctive sensory expression of the Spring Festival and its celebratory traditions.
A Confident Global Expression of the Spring Festival
From the inaugural global activation celebrating the Spring Festival’s recognition as UNESCO Intangible Cultural Heritage in 2025 to this year’s expanded international presence, Honghua Lang continues to build a lasting global expression of the Chinese New Year. By bringing Chinese traditions into contemporary urban settings, the brand presents the Spring Festival as an open and shared cultural experience – one defined by warmth, vitality and a spirit of celebration that continues to resonate with audiences around the world.
Media Contact
Company Name: Langjiu Group
Contact Person: Wu Yongxiang
Email: Send Email
Country: China
Website: www.langjiu.cn
