Renova launches a special line inspired by the Chinese New Year

Renova, a Portuguese tissue manufacturer, recently launched a special line of products inspired by the Chinese New Year 2023, the year of the rabbit.

The range consists of red napkins and red facial tissues, decorated with details and images of a rabbit in gold, which were developed and personalized especially for the celebration.

Based on a design approach different from the one used in the Western Hemisphere, Renova considered some important points to develop products suitable for the Eastern market.

“While in the western market we generally favor more symmetry, geometric elements and also more real representations of people and natural elements, in Chinese culture there is a greater focus given to more natural elements and often more abstract representations, therefore, all elements that are used, all the colors, all the motifs, have to have a meaning for this culture and a much greater symbolism than what we are used to”, reports Maria Beatriz Filipe, Product Marketing manager at Renova.

Recognized for daring in the colors of its creations, to serve the Asian market in a unique way and to create this special edition, the company also made adaptations so that the final product made more sense for its target audience.

“This red and gold color combination is generally not used in our products. Another peculiarity was also the number four, because it is usually the number we use to develop our products. We make four different creations of facial tissues, the napkins have four quadrants, so we make four designs, but in this case, we know that in China the number four is associated with a more negative symbology, so we avoid it. We chose number three. Three creations of facial tissues, three prints on napkins and so we have a product that we know is completely adjusted to the market we are working for”, completes the executive.

ABOUT CHINESE NEW YEAR

“For the Chinese, there are 12 animals that represent the year, called the Chinese Zodiac, and 2023 is the year of the rabbit. In Chinese culture, the animal is seen as a symbol of prosperity and an omen of good luck. People born in the Year of the Rabbit are considered to be intelligent and well-thinking. Therefore, the rabbit is used in Chinese New Year decorations as a lucky omen in the year that is starting”, reveals Xiao Chen, manager of International Business Accounts at Renova.

Chinese New Year is also known in the country as the Spring Festival, a time when people usually gather for a family dinner and exchange gifts between friends and family.

“People also tend to do their New Year’s shopping around the Spring Shopping Festival, which is the time of year that the Chinese call ‘ban nian huo‘. At this time, products with the red color are a great success because red symbolizes luck and joy. That’s why we hope that the Renova New Year’s special edition will be a success,” says Marcelo, from the company’s New Markets area.