The winter holiday season is a great time to look at a more human element in the localization process. A few quick examples of global holidays might give some inspiration of how to approach different regions during this festive time.
Chinese New Year/ Lunar New Year
In America we think of the holiday as Chinese New Year, but the holiday is more commonly referred to as the Lunar New Year. This winter holiday takes place in either January or February. In 2018 it will fall on the 16th of February.
If you make content around this holiday you’ll want images to focus on either Lanterns, the dragon dance, fortune gods or other related decorations. Another good focus would be on the zodiac animal of the year. For 2018 the zodiac is the dog representing loyalty and honesty.
Another interesting aspect are small embroidered red envelopes used to exchange cash gifts. These red envelopes have seen some digital representations used with increasing frequency lately.
China is a good focus for the Lunar New Year but it is also celebrated heavily throughout Southeast Asia, Australia, New Zealand, as well as having a presence in highly populated areas of America and Europe. With some creative application the materials you put together could be applied across many locals.
America may be known for a shopping frenzy on Black Friday. However, in the UK, Canada, Australia, and New Zealand; Boxing Day has been the more recognized shopping holiday. Though many shops are now promoting with both holidays in these countries, as it’s another sale.
More traditionally boxing day was recognized as feast day of Saint Stephen, the patron saint of horses, which is why Boxing Day became associated with horse racing and fox hunting. It’s also considered customary to give gifts to people in the service industry on this day like the mail carrier or doorman.
Many prior marketing materials around this day focus on images with a box. Some however play more into the horses or fox hunting angle to look more daring, and lean into the roots of the holiday.
The Day of Goodwill
It would be best when putting together materials for South Africa to refrain from referring to Boxing Day and instead refer to December 26th as the Day of Goodwill. It was renamed so by the South African Government in 1994. This holiday is more family focused, and emphasizes itself as day of giving to others. Focusing more on goodwill and charity are more appropriate here.
Kentucky for Christmas!
CC Image courtesy of rumpleteaser by Day on Flickr
KFC is the Christmas meal of choice in Japan. It used to be that the traditional meal was a turkey, which is an expensive delicacy in Japan. Assuming many would be satisfied with having a bird on their table KFC in 1974 launched their Kentucky for Christmas campaign.
Chicken was cheaper and bringing home KFC was much easier than trying to cook a turkey. It’s become such an ingrained tradition people will wait for hours in line to get their Christmas dinner from KFC.
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