How the Licensing Industry is Celebrating Lunar New Year

Over 1 billion people celebrate the holiday, and License Global has rounded up some of the most interesting collaborations for the occasion.

Barbara Smith

January 20, 2023

Items from various Lunar New Year collections, including Tommy Hilfiger, Chloé and PUMA.

Items from various Lunar New Year collections.Tommy Hilfiger/Sanrio/PUMA

Lunar New Year is a big deal. Over 1 billion people celebrate the holiday worldwide, mainly in China, Singapore and Korea,

according to the Washington Post.

2023 is the Year of the Rabbit, which features themes of kindness, empathy and patience.

This year is an especially important celebration, as those who are part of the Asian diaspora are

able to go back to China

for the first time since 2020.

As knowledge around the holiday grows, brands have certainly taken notice. Some of these collaborations License Global has already covered (

Mulberry x Miffy

Disney x Givenchy

Bugs Bunny x Moschino

and more).

Take a look at some of some notable collections to ring in the new year.

Tommy Hilfiger x Miffy:

Tommy Hilfiger launched the Tommy X

Miffy

capsule collection in celebration of the Lunar New Year 2023, mixing Miffy’s minimalist aesthetic with Tommy’s American upbeat modern style. With 50 pieces of men’s, women’s and kid’s sportswear and accessories, the capsule reimagines essential prep icons

with a Miffy twist. Pieces like the varsity jacket, chino, rugby shirt, collegiate sweaters and baseball caps are adorned with Miffy emblems and rendered in primary hues – including

Tommy Hilfiger’s red and blue.

Hennesey x Yan Pei-Ming:

Hennessy has unveiled a limited-edition collection created with contemporary artist Yan Pei-Ming to honor the Lunar New Year. The expressionist artist has put brush to canvas for a painting entitled “The Great Race,” featuring the rabbit, surrounded by all the other animals of the Chinese Zodiac. The painting has inspired a limited-edition collection of Hennessy V.S.O.P, Hennessy X.O and Hennessy Paradis cognacs to welcome the Lunar New Year.

PUMA x Manchester City:

Unlike other brands that are incorporating classic rabbit cartoons with their own brand,

PUMA

is celebrating

Manchester City

fans that live in China, along with the 10-year anniversary of China’s lunar rover, the Jade Rabbit, that launched in 2013. Pieces feature moon-inspired all-over print and golden details.The Blazing Blue and Matte PUMA Gold jersey also features a unique sign-off on the neckline combining the Manchester City logo with bespoke interwoven rabbits.

McDonald’s:

The fast food chain is entering the metaverse with artist Karen X Cheng for a metaverse experience, AR filter and commercial. The campaign, created by IW Group for

McDonald's

, aims to foster Lunar New Year values of togetherness, joy and optimism through unconventional and traditional channels. The AR filter, available on Instagram, allows fans to experience the transition from the Year of the Tiger (2022) to the Year of the Rabbit (2023) through a 3D illusion. Hosted on Spatial, the metaverse experience blends traditional Asian influences with futuristic elements, including 3D sculptures of the 12 Chinese zodiac animals.

My Melody x Chloé:

Inspired by

Sanrio’s

My Melody, Chloé has unveiled a limited-edition capsule. The character is imbued with Chloé’s craftsmanship. My Melody’s ear hat has a multicolored palette, reinterpreted as prints, embroideries and patches featured in an array of products, including ready-to-wear, bags, scarves and accessories available in Chloé boutiques in China.