Introduction
The Chinese New Year (CNY) or Lunar New Year or Spring Festival is probably the biggest and most important holiday in Chinese calendar. It marks the new year and people consider it as a cultural and religious event including its numerous practices inherited from ancestors. One of such customs is sharing of gifts and symbolic items of fortunes. This practice is not only a happy or having celebration feel during the season, but it also convey relationship and goodwill. Today, these traditions are kept, but the items given during this period start from the red packets containing money (hong bao) to corporate gifts.
The roles or purposes of giving gifts particularly the red envelop called (hong bao) during CNY
Of all the customs involved in Chinese New Year celebration, issuing of hong bao or red packets containing money is one of the most favourite and popular ones. These envelopes are presented by elders of the family to the young ones, children and employees, and those visiting during this festival. Red color has always been aptly associated with good fortunes, lucks and happiness in china, and so the idea and concept behind the giving and receiving of such envelopes is presumed to shower prosperity and happenings in the new year.
Over the years, Asians especially have expanded the tradition of giving money in a red envelope, now people offer not only cash, but check, gift cards, voucher or even branded goods. But still, the role of money in the envelopes is significant as it shows the giver's prayer or words of encouragement for the giving of more money in the recipient's future.
From CNY goodies to corporate gifts: the changes in happiness during the festive period
The Chinese New Year is a season of giving and hence gift giving has more or less become part of the Chinese tradition where it is slowly being commercialized in a way that it is not only individuals who give gifts but companies also. Companies of any size utilize the opportunity to enhance client, partner, and employee engagements by offering gifts that are associated with the festival and the companies' branding strategy.
Corporately and commercially provided festive company hampers during CNY may comprise of simple and conventional gifts like Ang Pow wallet containing many packets of Ang Bao money or may be rather complex and customized. Some companies may wish to present figurative gifts like oranges in a basket (meaning wealth and prosperity), kumquats as an emblem of prosperity, or cactus apples that symbolize fruitful business, etc Some companies may prefer presenting luxury food hampers, fresh flowers, or travel items.
Companies may also require the services of local artist or fashion designers to enhance the production of such items of clothing that not only depict the coming festival but also forms part of the local culture. In doing so, this approach also helps businesses create a better relationship with their target audience, and enhance their brand.
The typical concept of gift giving in a digitized world
Season of CNY is regarded worldwide as the time of exchanging gifts and with the development of e-commerce and the increased role of digitalisation in different spheres, this tradition is also followed online too. Today, business organizations are in a position to provide virtual gift cards or e-voucher; it can easily delivered through email or through other social networks. This newer model poses benefit to both the sender and the recipient since they can use the gift in the desired manner.
Apart from virtual gifts, some companies might also consider using the company logo gifts and scribes, more so eco friendly and sustainably sourced gifts. This may be done in the form of carry bags, organs Agree certified organic food products or even trees that can be planted so as to generate fresh air and control air pollution.
Conclusion
The Chinese New Year is a time people enjoy and celebrate and giving of gifts is very central to this festival. From the red enveloped to CNY corporate gifts of today giving and receiving the gift is a critical way of sharing luck and joy of festivities.
That being said, as more Chinese people move to foreign countries and more people integrate China into their annual celebrations, there are deviations towards different yearly traditions and certain concerns of the Western society, the tradition of giving CNY gifts is being adjusted to the modern world. Details of the custom may evolve with time, but the essence of the festival –changes, wishes for happiness and the rebalancing of fortunes- will definitely remain unchanged.
