Coca-Cola China taps into demand via cultural innovation

Coca-Cola China hosts themed fireworks in Chongqing. [Photo provided to chinadaily.com.cn]

Coca-Cola China launched its 2026 Spring Festival campaign recently with a fireworks display in Chongqing and zodiac-themed cans, embracing the deep cultural significance of the holiday.

The event, attended by around 700 people, marks the start of its celebrations for the Year of the Horse. The move is also aimed to bring families and communities together during the most important holiday in the country.

As part of its ongoing efforts to integrate Chinese cultural traditions into its products, Coca-Cola China has continued to innovate with its packaging designs for the Spring Festival. This year, the company unveiled limited-edition cans featuring fireworks and the zodiac Horse, combining celebratory motifs with traditional symbols of good fortune.

The design also draws inspiration from Chinese embroidery, an art form recognized as an Intangible Cultural Heritage, further enhancing the cultural resonance of the product.