Jackson Wang Corrects Armani's New Year Greeting, The Meaning Behind It Is Worth Reflecting On

On February 19th, the luxury international brand Armani posted a New Year greeting that used the term “Lunar New Year” without considering its specific meaning and cultural significance. As Armani’s global ambassador, Jackson Wang did not choose to agree or stay silent after seeing the brand’s post. Instead, he directly replied in the comments, “Happy Chinese New Year,” taking action to correct the brand’s wording. This incident sparked widespread discussion and prompted people to reconsider the cultural expression of international brands.

The Fundamental Difference Between “Lunar New Year” and “Chinese New Year”

Many people may not fully understand the difference between these two expressions. In fact, their meanings are quite different. “Lunar New Year” is a broad term that refers to the traditional celebration of the lunar calendar in multiple Southeast Asian countries and regions, including Vietnam, Singapore, Thailand, and others. “Happy Chinese New Year,” on the other hand, specifically refers to the Chinese Spring Festival, emphasizing its direct connection to Chinese culture. In recent years, some brands or media have deliberately used “Lunar New Year,” intentionally or unintentionally downplaying the cultural link between the holiday and China. This has been a key reason for the controversy.

The Cultural Stand of the Ambassador

As a global ambassador for a top-tier international brand, Jackson Wang could have chosen to remain silent to maintain his business relationship with the brand. However, he chose to publicly correct the wording, demonstrating his firm stance on cultural identity as a public figure. After seeing Wang’s comment, the brand quickly revised the original post, which also shows Wang’s influence and voice on the international stage. The comment section was soon filled with fans supporting Wang, and the brand ultimately made the correction. This reflects how a celebrity’s personal influence can drive brands to make the right decisions.

The Cultural Issues International Brands Need to Address

This incident serves as a warning to international brands. As the Chinese market becomes increasingly important globally, brands need to be more cautious and respectful when engaging in cultural expression aimed at Chinese consumers or on Chinese social media. Whether due to a lack of cultural understanding or other reasons, using “Lunar New Year” instead of “Chinese New Year” can cause misunderstandings. Moving forward, the path to internationalization should include a deeper understanding and respect for cultural nuances. Wang’s action not only protected the dignity of Chinese culture but also set an example for domestic artists on how to serve as cultural ambassadors on the international stage.