F E B R U A R Y 2 0 1 7

B Y J A C O B H A R B O R D

TOSSING YU SHENG

LION DANCE

The 紅包 ( hong bao ) have been given out . The ⿂⽣ ( yu sheng ) tossed . The 舞 ( wu shi ) danced . That ’ s right , Lunar New Year has been and gone , and we ’ re ready for that time-honoured agency tradition of examining how different brands engaged with the festivities . Of course , at Ipsos we ’ re always trying to push ourselves one step further , and this year we ’ ve added some extra goodies to the

盆菜 ( pen cai ).

We ’ re passionate about unpacking cultural phenomena and we enlisted our long-suffering colleagues across Southeast Asia to conduct an auto-ethnographic study of the festival . By documenting and reflecting upon the celebrations , we ’ ve unpacked its core meaning and spotted several new opportunities for brands across Singapore and Malaysia . What better way to wish you 年年有余 ( nian nian you yu )?