In the world of luxury brand cultural marketing, capturing the essence of Eastern aesthetics and traditional culture remains a constant challenge. Recently, Bottega Veneta released a heartwarming short film for the Chinese New Year.
It infuses the festive season of family reunions with unique warmth. From the dazzling fireworks of Liuyang to the vibrant atmosphere that fills its streets, the brand seamlessly blends Italian aesthetics with Chinese New Year traditions. This creates a cultural tribute that shines brightly amid the spectacular fireworks displays.
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To celebrate the 2025 Chinese New Year, Bottega Veneta has released a creative short film that offers a unique perspective on the flavors and traditions of this festive season.
Centered on Liuyang — a city with a 1,400-year history of fireworks — the film conveys a deep understanding and respect for Chinese traditions while honoring Eastern culture and extending heartfelt New Year wishes. Fireworks, a quintessential symbol of ancient Chinese celebrations, serve as a unique cultural bridge, connecting the brands’ spirit with Chinese heritage.
Through carefully selected scenes and camera angles, the short film moves beyond commercial spaces, venturing into alleys and streets to capture an authentic New Year atmosphere. The festive warmth of bustling alleyways, the joy of family gatherings and the breathtaking fireworks displays along the riverside all come together to convey heartfelt wishes for a joyful Chinese New Year.
It’s important to note that Bottega Veneta, as an Italian luxury brand, has long been committed to the pursuit of craftsmanship. By embedding unique creativity and cultural advocacy into its DNA, the brand has demonstrated the lasting appeal of timeless values.
Liuyang, known as the “hometown of fireworks,” is not only the birthplace of Chinese firework artistry but also the origin of a cultural exchange that brought fireworks to Venice, Italy through Marco Polo in 1295. This connection has created a millennium-long cultural bond between the East and the West.
In its latest short film, Bottega Veneta uses Liuyang’s fireworks as a cultural bridge, seamlessly blending tradition and innovation. This approach not only showcases the brand’s respect for traditional Chinese craftsmanship but also integrates Venice’s heritage into its narrative in a natural and compelling way.
From a strategic perspective, the brand’s collaboration choices showcase exceptional “craftsmanship”. Enlisting three actors with distinct styles — global ambassador Shu Qi, ambassador Yo Yang and actor Fan Wei — evokes emotional resonance across generations.
Partnering with Christopher Doyle, a renowned cinematographer celebrated for his work on Wong Kar-wai classics such as “Happy Together”, “In the Mood for Love,” “Eros,” and “2046,” to craft a visual narrative infused with Oriental aesthetics. Belgium-based artist Le Motel’s reinterpretation of Stefanie Sun’s 2001 classic song “Green Light” strikes a delicate balance between nostalgia and contemporary expression.
On Jan. 16, Bottega Veneta extended the New Year’s joy by returning to Liuyang for a festive celebration that brought the warmth of their short film to life. Along the banks of the Liuyang River, vibrant fireworks once again illuminated the night sky, continuing the cherished tradition of bestowing New Year blessings.
The festive event radiated a vibrant New Year atmosphere as special guests, including Olympic champion Xu Xin, actress Myolie Wu, actor Hu Yitian and Zhai Zilu, gathered to experience the warmth of the bustling alleyways and share joyful moments during a night banquet. The celebration perfectly captured the essence of Chinese New Year with an authentic and heartwarming touch.
The festive wishes should ultimately resonate with consumers through meaningful products. Bottega Veneta’s Chinese New Year Collection accomplishes this by integrating festive themes with designs such as the Snake-Handle Tosca Bag and the Jade Ball Tosca Bag.
These pieces embody Eastern ideals of purity, elegance, and good fortune, establishing a seamless connection between the brand’s aesthetic and Chinese zodiac culture. This thoughtful approach enables the brand’s New Year vision to authentically connect with its audience.
In today’s challenging economic climate, simple yet heartfelt connections are more valuable than ever. Bottega Veneta’s Chinese New Year short film highlights Liuyang, the birthplace of fireworks.
By integrating Italian fashion aesthetics with Chinese traditions, the film creates warm, relatable moments. This brand narrative, rooted in humanistic care, not only conveys a positive outlook on life but also fosters a deeper emotional connection between the brand and its audience — especially during this auspicious New Year period.