2024 marks the Year of the Dragon, which according to Chinese superstition is a very lucky year.
Lunar New Year falls on Saturday 10 February 2024 and is a time of celebration and renewal, filled with age-old customs and traditions. Specifically for those celebrating Chinese New Year traditions, each year is associated with a specific animal sign from the Chinese zodiac. The Dragon, a mythical creature heavily tied to Chinese culture symbolises power, prosperity, and good fortune. As the Year of the Dragon approaches, it is essential for businesses to understand and respect the customs and etiquette associated with this auspicious time.
The Year of the Dragon in Chinese Culture
In Chinese astrology, the Dragon is one of the twelve animal signs that rotate in a twelve-year cycle. The Dragon is considered the most powerful and influential sign, representing strength, luck, and imperial authority. Those born in the Year of the Dragon are believed to inherit these attributes, making it an auspicious time for new beginnings and business ventures. Expect an increase in both births of new babies and new businesses over the course of this year. Is your business targeting start-ups across Asia? Perhaps this might be a great year to promote your services to these fledgling businesses.
The Dragon’s Symbolism
The Dragon’s symbolism is deeply rooted in Chinese culture and folklore. It is associated with the Emperor, as the Chinese believe that the Dragon is the ruler of the celestial realm. Dragons are also associated with water, as they are often depicted as water deities, bringing rainfall and ensuring bountiful harvests. Their majestic presence is seen as a harbinger of good luck, making the Year of the Dragon highly anticipated and celebrated.
Chinese Customs during the Year of the Dragon
Lunar New Year, also known as Spring Festival, is a time of reunion and celebration for families. It is marked by various customs and rituals that bring good luck and ward off evil spirits. Let’s explore some of the most prominent customs observed during the Year of the Dragon. If you are a business owner in Asia with a number of Chinese staff members, they will no doubt be respecting some of these traditions, perhaps you can also join in a few of them as a means of recognising or respecting their culture, it will most definitely be gratefully welcomed.
1. Spring Cleaning and Decorating
In the weeks leading up to Lunar New Year, families engage in an extensive spring-cleaning ritual. This is done to symbolically sweep away bad luck and make way for good fortune in the coming year. Homes are adorned with red decorations, representing luck and happiness. The colour red is believed to ward off evil spirits and bring good fortune.
2. Reunion Dinner
The reunion dinner, (also known as “Nian Ye Fan” in Mandarin) is the most important meal of the year for Chinese families. It is a time for relatives to gather and celebrate the start of the new year. Traditional dishes with symbolic meanings, such as whole fish for abundance and dumplings for wealth, are prepared, shared and enjoyed together. The reunion dinner is a cherished tradition that strengthens family bonds and sets the tone for the rest of the year. Many working family members will book leave to visit family for this meal. One of our Vario team still celebrates this tradition even though they are not based in Asia: “Although my family and I live in the UK, we still observe this tradition of a large family meal at Lunar New Year and we’ll all travel to my parents to celebrate together.” Although business across China and neighbouring countries tends to slow or stop over this period, it might be something for businesses new to the region to bear in mind in terms of staffing or operational activity.
Karishma Nair
Vario Account Director Singapore
Business activity tends to slow down during this period, so we encourage our consultants and colleagues to take a break and enjoy the festivities and time with family.
3. Giving Red Packets
During Chinese New Year, it is customary to give red packets, known as “hongbao” in Mandarin, or “Lai see” in Cantonese, containing money. These red packets are given to children, unmarried adults, and employees as a gesture of goodwill and blessings for the coming year. The amount of money in a red packet is typically an even number, as odd numbers are considered unlucky. Although this is traditionally a custom between family members, it’s not uncommon for bosses to give their employees red envelopes to show their appreciation for their hard work.
4. Lion and Dragon Dances
One of the most vibrant and captivating aspects of Lunar New Year celebrations is the lion and dragon dances. These energetic performances are believed to bring good luck and scare away evil spirits. The lion and dragon are accompanied by loud drumming and firecrackers, creating a festive atmosphere. Businesses often invite lion and dragon dance troupes to perform outside their premises to attract prosperity and good fortune.
5. Lantern Festival
The Lantern Festival marks the end of the Lunar New Year celebrations. It takes place on the fifteenth day of the lunar calendar, and it is a time for families to appreciate the beauty of lantern displays and enjoy traditional performances. Lanterns of various shapes and sizes are lit and displayed, symbolising the illumination of wisdom and the hope for a bright future.
Cultural Clashes and Business Etiquette
As businesses increasingly operate in a globalised world, it is crucial to understand and respect the cultural traditions of different communities, particularly if your offices are based in an Asian country or dealing with Chinese clients. When conducting business during Lunar New Year celebrations, it is essential to be mindful of potential cultural clashes and to adhere to proper business etiquette. Here are few Do’s and Don’ts during this time of the year:
DO Respect Chinese Customs
Demonstrate respect for Chinese customs and traditions by familiarising yourself with the significance of the Year of the Dragon. “This will show your colleagues and clients that you value their culture and are willing to engage in meaningful exchanges” Karishma notes.
DO Try Greetings and Well Wishes
When interacting with Chinese business partners or clients, it is customary to greet them with appropriate well wishes for the new year. Common phrases include “Xin Nian Kuai Le” (Happy New Year in Mandarin) and “Gong Xi Fa Cai” (Wishing you prosperity in Mandarin). These greetings convey goodwill and foster positive relationships.
DO Gift Giving
In Chinese culture, gift giving is an integral part of building business relationships. Consider giving gifts that are symbolic of good luck and prosperity at any business deals conducted during the New Year period. Traditional gifts include tea, fruits or wines. Avoid giving gifts that are associated with unlucky numbers or have negative connotations.
DO Business Banquets
Business banquets are common during Lunar New Year, as they provide an opportunity to strengthen relationships and discuss potential collaborations. If invited to a business banquet, it is essential to observe proper dining etiquette. Familiarise yourself with Chinese dining customs, such as using chopsticks correctly and showing appreciation for the food served.
While it’s important to embrace the festive spirit and engage with your customers during Lunar New Year, there are also certain things businesses should avoid doing:
DON’T use unlucky symbols or colours
In Chinese culture, certain symbols and colours are considered unlucky. Avoid using the number four, as it sounds similar to the Chinese word for death. Similarly, be cautious when using the colour white, which is associated with mourning. Instead, focus on using lucky symbols such as the number eight, which sounds similar to the Chinese word for wealth, and the colour red, which symbolises good luck and fortune.
DON’T mention taboo topics
During Lunar New Year, it’s important to be mindful of the topics you discuss in your marketing campaigns or when interacting with customers. Avoid sensitive subjects such as politics, religion, or anything that may be deemed controversial. Instead, focus on positive and uplifting messages that resonate with the festive spirit of the season.
DON’T overlook cultural differences
Asia’s cultural diversity is unparalleled, with various regional customs and traditions. It’s important to understand and respect these cultural differences when conducting business during Lunar New Year. Take the time to learn about the customs and traditions specific to the region or market you are targeting. Consider localising your marketing materials and campaigns to ensure they are culturally appropriate and resonate with your target audience.
Ima Salleh
Vario Account Director Singapore
Singapore is a multiracial country, and it is important to display respect towards all celebrations. One of the ways that we Singaporeans of different cultures embrace Lunar New Year is by visiting our friends and bringing them gifts, such as oranges or pineapple tarts and wishing them “gong Xi Fa Cai!”
Conclusion
The Year of the Dragon is a highly significant time in Chinese culture, symbolising power, prosperity, and good fortune. By understanding and respecting the customs and traditions associated with this auspicious year, businesses can foster positive relationships and create meaningful connections with their Chinese connections or employees. Hopefully the Year of the Dragon lives up to its promises and is a prosperous year for you or your business.
Our Flexible Services resourcing teams in Singapore and Hong Kong have expert local knowledge so you can get in touch with the team today.
For further information, please contact:
Kwan Cheung, Pinsent Masons
kwan.cheung@pinsentmasons.com
