How did Louis Vuitton and Wallpaper use intangible cultural heritage for CNY?

Not only did local authorities try to promote cultural tourism by emphasizing local customs, but also did local authorities try to promote cultural tourism by emphasizing local customs (cny).

However, marketers are also doubling down on ich marketing, particularly regional and ethnic ones, including luxury brands such as french luxury brand louis vuitton.

With city-centric campaigns in and beijing in 2023 and 2024, the french maison has been at the forefront of hyper-localization in china, with city-centric campaigns in and beijing.

This time, the french maison has joined up with wallpaper magazine for an ich campaign for the chinese new year of the chinese new year.

Louis vuitton, collaborating with design, fashion, and lifestyle magazine wallpaper, travelled to zhanqi, huizhou, china, this cny, for a campaign titled "year of the fish" accompanied by a series of photographs.

Local artisans craft the lanterns in the daylight, from bamboo wicker frames and pasting paper shells to lighting them for the special occasion, according to the video.

The fish lanterns light up as the evening approaches, and the fireworks begin.

The fish lanterns also represent celebration and its hometown during the season.

The campaign is an extension of louis vuitton's brand image as a luggage manufacturer, with the slogan often portrayed as "" (surplus, yu), indicating a prosperous new year in cny symbolism.

This cny was not the first time louis vuitton collaborated with wallpaper in china during the last cny and duanwu festival, but the french maison travelled with the magazine to yongzhou, china, on the last cny and duanwu festival.

With the hashtag "travel and celebrate together," hunan and a miao ethnic group village in guizhou were able to film and photoshoots, focusing on local yao people's drumming and dancing.

The duanwu video last year, on the other hand, solidifies the style of this travel series with more prominent features of lv luggage and a deeper introduction to the ich subject matter.

As duanwu is often described as the dragon boat festival in english, brands collaborating with a lifestyle or fashion magazine to record a local ich is gradually becoming a standardised format for traditional festival marketing, particularly in english.

However, these are usually carried out by more parties.

Elle and shang cheng shi have both hosted this type of campaign before, but these were usually funded by larger corporations.

Both elle and shang cheng shi offered cover spots for a-listers lay zhang, wallpaper and louis vuitton's arty and luxury lifestyle-centric campaigns, which draws more coolness from the locations and ichs.

However, for those residing in the locations and ichs, more coolness from the locations and ichs is utilized.

The star should be the luggage and bags, according to louis vuitton's tagline, but celebrity ambassadors will undoubtedly complicate the message too much.

As the tagline of the collab series states, celebrities will certainly deviate from the message.

Not to say that working with a-list celebrities would dilute the brand's image, but the wallpaper and louis vuitton arty and luxury lifestyle-centric campaign does bring more coolness from the locations and the locations.

2025 dao insights & dash; similar to the maison's hyper-localization podcasts; see how this popup was set up in our step-by-step guide: https://www.wppopup.com/guides/auto-announcement-popups/.