Shanghai, China – Coca-Cola has unveiled its 2026 Chinese New Year campaign, inviting young people to spark joyful, inclusive celebrations that connect generations and honour the spirit of togetherness.
Created by Coca-Cola and WPP Open X, led by Ogilvy Shanghai and supported by WPP Media, Hogarth, and VML Commerce, the “Spark Every Moment and Let Us Come Together This Chinese New Year” campaign is based on the insight that Gen Z is not disconnected from traditional celebrations but instead seeks new ways to strengthen family bonds.
The campaign positions Gen Z as “New Year Ambassadors”, encouraging them to introduce playful twists to traditional customs in ways that resonate with older generations. Examples include showing relatives how to make anime-inspired dumplings or adding fun touches to familiar rituals, creating opportunities for families to enjoy new experiences without losing the warmth of tradition.
As part of the social rollout, Coca-Cola released teaser videos featuring father-daughter duo Xiao Shenyang and Shen Jiarun. Using the hashtag #OpenAFreshNewYearWithACoke, the campaign invites young people and influencers to share innovative ways to celebrate and inspire their elders to join in.
To bring these ideas to life, Coca-Cola partnered with master fireworks artisans, recognised as part of China’s Intangible Cultural Heritage, to stage a Year of the Horse Fireworks Show in Chongqing on January 17. The event included a festive marketplace where families could explore modern twists on traditions, from embroidery-themed photo booths to playful spring couplets and anime-inspired treats.
Gen Z creators hosted the drone and fireworks display, capturing a youth-driven perspective on family moments and festive fun. The event was live-streamed nationally, aiming to inspire wider participation.
Throughout the holiday, Coca-Cola will continue to promote the festive spirit with interactive “scan-the-can” AI embroidery portraits, New Year-themed digital stickers, social videos, and seasonal merchandise that adds modern touches to traditional celebrations.
Chinese New Year remains a time for families to reconnect, and Coca-Cola sees its campaign as a way to strengthen intergenerational bonds. By empowering Gen Z to lead the celebration, the campaign aims to turn every bottle into an invitation to spark conversation, create memories, and enjoy the season together.
