China is one of the most promising markets in the world. In recent years, Chinese customers have turned to online platforms to purchase products instead of going to stores. With more than 50 percent of retail sales on the Internet, e-commerce in China is developing at a faster pace than anywhere else in the world. 
In fact, to be successful in China, one must focus on e-commerce, but also plan marketing campaigns according to China-specific festivals and events.
Therefore, companies can build customer loyalty and reach a wider target audience by adopting small shrewdnesses during these 12 key dates for marketing campaigns in China.


  1. Chinese New Year
  2. Valentine’s Day
  3. Qingming Festival (Tomb Sweeping Day)
  4. 618 shopping carnival
  5. Labour Day
  6. Dragon Boat Festival
  7. Qixi Festival: China’s Valentine’s Day
  8. Golden Week
  9. Mid-Autumn Festival
  10. Single’s Day 
  11. Double 12 Festival
  12. Christmas


Chinese New Year

Chinese New Year, also known as the Spring Festival, is a culturally significant holiday celebrated worldwide by over 1.4 billion people.
Its marketing importance is driven by the fact that the festive atmosphere creates a unique marketing opportunity to engage global consumers with themed campaigns, promotions, and events.

Other than that, the gift-giving tradition allows businesses to offer special products, gift sets, and promotions that cater to the culture of gifting, symbolizing good fortune and respect.

Furthermore, the holiday also triggers a massive travel migration, so businesses can tap into this trend by offering discounts, travel packages, and targeted marketing campaigns.

More importantly, by launching special features and campaigns that incorporate Chinese cultural traditions, social media platforms and messaging apps can reach a wide audience and foster a sense of connection.

Valentine’s Day 

In China, Western Valentine’s Day, celebrated on February 14th, holds significance, especially among younger generations. Although not deeply rooted in traditional Chinese culture, it has gained popularity due to globalization.

Valentine’s Day is associated with expressions of affection, gift-giving, and spending quality time with loved ones. So, it offers significant commercial opportunities for businesses in China, particularly in retail, hospitality, and entertainment sectors, as they promote romantic experiences, and gift options. Also online shopping plays a crucial role, with e-commerce platforms providing a wide variety of products and promotions for convenient gift purchases.

Lastly, Chinese social media platforms, like WeChat, Weibo, and Douyin (TikTok), also play a significant role in promoting Western Valentine’s Day in China. Brands leverage social media campaigns, influencer collaborations, and hashtag challenges to engage consumers.

Qingming Festival (Tomb Sweeping Day)

Qingming Festival, or Tomb Sweeping Day, is a traditional Chinese festival celebrated around April 4th
It holds marketing importance in China mainly for businesses in the travel and tourism industry. Because they can offer specialized packages and services as people travel to their hometowns to visit ancestral graves.

Memorial product businesses can promote tombstones, grave decorations, and incense to honor ancestors during this time. Even online memorial platforms provide opportunities for businesses to reach a target audience interested in preserving family legacies by offering partnerships or advertising opportunities.

More importantly, participating or sponsoring cultural events, fairs, and exhibitions during Qingming Festival helps businesses enhance their brand image and reach a wider audience.

Labour Day

Labor Day in China, celebrated on May 1st, provides opportunities to promote work-life balance, offers travel promotions, attracts shoppers with discounts, highlights employee commitment and demonstrates corporate social responsibility. 

By emphasizing leisure and personal well-being, businesses can create campaigns promoting work-life balance and encourage consumers to take a break and engage in self-care activities.

The holiday’s popularity for travel allows the travel industry to offer special promotions and packages, catering to the increased demand during the holiday period.

Shoppers actively seek discounts during Labor Day, presenting an opportunity for businesses to run sales and limited-time offers.

618 shopping carnival 

The 618 shopping carnival in China holds immense marketing relevance for businesses. It is an annual online shopping event that takes place on June 18th, initially started by but has now become a widespread phenomenon in the country, offering businesses a chance to boost sales and engage customers. 
With captivating campaigns and attractive discounts, companies attract a large consumer base, driving revenue growth.

It also involves multiple online retailers, including, Alibaba’s Tmall, and other major players in the Chinese e-commerce market. This cross-channel nature allows brands to reach a broader audience and maximize their marketing efforts by leveraging the popularity and extensive customer base of different platforms.

The extensive online shopping activity during the 618 shopping carnival generates a wealth of data that companies can analyze to gain insights into consumer preferences, purchasing patterns, and market trends. This data can be used to optimize marketing strategies, improve product offerings, and enhance overall business performance.

Dragon Boat Festival

The Dragon Boat Festival, known as Duanwu Festival, is a significant traditional Chinese holiday celebrated in June.

The festival’s cultural significance provides an opportunity for businesses to tap into Chinese consumers’ cultural pride by incorporating traditional elements into their marketing campaigns. Other than that, the festival showcases various traditional crafts and products, such as handmade dragon boats, that businesses can promote and sell.

Also, Dragon boat races are a prominent feature of the festival. Companies can engage with the local community by sponsoring or organizing these races as part of their marketing strategies.

In addition, the Dragon Boat Festival is a popular time for domestic travel in China. The travel and tourism industry can offer special packages, discounts, and experiences tailored to the festival’s themes, attracting tourists and generating revenue.

Businesses can leverage digital marketing strategies and social media engagement during the festival to increase brand visibility, and connect with target audiences interested in the festival.

Qixi Festival: China’s Valentine’s Day

Valentine’s Day, also known as “Qixi” or “Chinese Valentine’s Day”, has gained significant popularity in marketing in China. It allows businesses to tap into the desire for emotional connection and romance. Brands can evoke emotions, promote love-themed products, and offer romantic experiences.
The gift-giving culture associated with Qixi Festival provides avenues for businesses to promote a wide range of products, including personalized gifts and couple-oriented experiences.
Moreover, e-commerce and online shopping platforms have influenced this holiday by creating online promotions, exclusive deals, and targeted advertisements to capitalize on this trend. Chinese social media platforms, like WeChat, Weibo, and Douyin (TikTok), play a pivotal role. As a matter of fact, brands can engage with the audience through influencer collaborations, creative hashtag campaigns, and interactive experiences and emotional storytelling.

Golden Week

Golden Week in China is a week-long national holiday from October 1st to 7th, characterized by massive consumer spending, tourism, brand building, online shopping and cultural celebrations. It represents a prime period for businesses to attract and engage consumers through special promotions, discounts, and tailored marketing campaigns. 

The influx of domestic and international tourists during Golden Week provides opportunities for the travel and tourism industry to offer attractive packages and unique experiences. Businesses can enhance brand visibility and awareness by creating memorable marketing campaigns, leveraging online platforms, and participating in online shopping festivals. 

Aligning marketing efforts with the cultural significance of the National Day celebrations during Golden Week helps businesses resonate with patriotic sentiments. 

To conclude, understanding consumer behaviors, preferences, and cultural dynamics enables businesses to maximize their marketing strategies and effectively capture the attention of Chinese consumers.

Mid-Autumn Festival

The Mid-Autumn Festival in China holds marketing relevance for businesses due to its cultural significance, family reunions, gift-giving traditions, mooncakes and other traditional food. 

It provides a platform for businesses to connect with consumers on a cultural level, offer promotions and  engage through themed campaigns. 

Besides that, the festival’s emphasis on family values and unity allows businesses to create meaningful experiences and strengthen relationships. 

Of course, online platforms and social media play a crucial role in reaching a wide audience and showcasing exclusive deals. By leveraging the festival’s themes of togetherness and beauty, businesses can convey compelling brand messages and connect with diverse audiences interested in exploring different cultural traditions.

Single’s Day

Single’s Day, also known as Double 11, is an immensely significant marketing event in China. It offers businesses a unique opportunity to tap into the massive consumer market, particularly singles, through exclusive discounts and promotions. 

The Single’s Day online shopping experience is dominated by e-commerce platforms, enabling businesses to showcase their products and create personalized experiences. 

Single’s Day’s global appeal attracts international consumers, making it an ideal time for cross-border sales. Influencer marketing and live streaming play a crucial role in driving awareness and engagement. By leveraging the vast consumer data generated, businesses can personalize marketing strategies and optimize their approach to maximize conversions and brand exposure.

Double 12 Festival

The “Double Twelve” celebrated on December 12 is an online shopping festival in China, resembling Cyber Monday in the United States. It was initially created to aid smaller Taobao vendors who couldn’t compete on 11.11. 

Despite being on a smaller scale, it has evolved into another popular shopping festival in China. Occurring six weeks before the Chinese New Year holiday, the strategic timing of Double 12 offers Chinese consumers ample opportunities to prepare for the gift-giving season, making it a prime shopping period in China.


The marketing relevance of the Western Christmas carnival in China has been steadily growing over the years. Although Christmas is not a traditional Chinese holiday, it has become increasingly popular due to its commercial appeal and global influence.  

As a matter of fact, Chinese people, especially younger generations, have embraced some traditions linked to it and a lot of Western brands make promotions during this period until 31 December.
Targeting mainly the younger consumers who are more likely to want to get closed to this Western tradition.


In the dynamic landscape of the Chinese consumer market, strategic marketing campaigns focusing on key dates have become indispensable for companies that want to grow and succeed. 

These 12 key dates for marketing campaigns in china, spanning cultural traditions, international trends and significant holidays, offer brands immense opportunities to connect with consumers, boost sales and solidify their position in the competitive market.
Each date has unique marketing relevance, enabling companies to tap into the collective spirit of consumers and create memorable experiences that resonate long after the occasion. 

As we can see, China offers multiple opportunities for a brand to reach a wide audience, and a brand should choose wisely which ones are the most relative and suitable for it. 
To enter the Chinese market, Long Advisory can help your brand make the most of these 12 key dates by creating strategies based on your brand’s goals and needs.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


The 618 shopping festival in China holds great importance to Chinese customers. It strongly shows the influences that the consumer culture and tradition of