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  • Superstition is an inherited tradition in China
  • Superstition is an inherited tradition in China
    Josh Vaughn, Creative Commons (2012) ©
REPORT

How superstitions and beliefs affect marketing in China

Babies born in China in 2015 (the Year of the Sheep) are thought to be unlucky. So unlucky that thousands of mums rushed to have a baby in the more favourable Year of the Horse. Superstitions still hold fast in rapidly modernising China. How can international brands avoid making cultural mistakes?

Location China

Scope
A recent newsletter published by an International Hospital in Beijing sheds an interesting light on how prevalent superstitions are in modern day China, and how Chinese marketers take these beliefs very seriously, integrating them into strategy and communication. The newsletter promotes special discounted birth packages for babies to be born in the Year of the Sheep. In the introduction, Roberta Lipson, the hospital’s founder and chairwoman, urges mothers and families to “treasure the opportunity to nurture a new life” no matter under which of the 12 zodiac signs it arrives. [1]

She explains that the recent communication ...

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