“The exhibited fusion of ancient Chinese culture and British heritage landmarks is something entirely new for the UK, and shares stories of China’s millennia-old artistic craftsmanship.” Jing Wei, Founder at UK Sunshine Digital
As the Chinese New Year, also known as the Spring Festival, approaches, London is gearing up to celebrate the Year of the Snake — a zodiac sign symbolizing wisdom, resilience, and renewal. This year’s festivities carry extra significance as it marks the first Chinese New Year since being recognized as part of UNESCO’s Intangible Cultural Heritage of Humanity in December.
In London, a hub of global creativity and culture, Chinese New Year celebrations have evolved beyond the iconic festivities at Trafalgar Square to include innovative and artistic expressions of Chinese heritage. UK Sunshine Digital, a leading UK-China public relations and marketing agency, is at the forefront of these efforts, blending tradition with contemporary flair to create unforgettable experiences both online and offline.
Jing Wei, founder of UK Sunshine Digital and head of Asia Desks for several prestigious British brands, has spearheaded a series of initiatives to connect British icons with Chinese cultural celebrations. The agency leveraged Chinese social media platforms such as Red Note (Little Red Book), Weibo, and WeChat to create interactive campaigns that engaged global Chinese audiences. Collaborations with e-commerce giants like Alibaba Tmall and JD.com led to dynamic holiday promotions, including a live-streamed Chinese New Year Shopping Festival that attracted tens of thousands of participants.
“London is immensely rich in history, culture, and craftsmanship, with countless homegrown businesses boasting heritage spanning centuries,” Wei explains. “Chinese New Year is the greatest festival in China, and it’s an ideal time for consumers to purchase gifts for loved ones. In recent years, Chinese consumers have increasingly gravitated toward niche, high-quality British brands with compelling stories. Our role is to help these establishments tell stories that resonate with Chinese audiences, creating impactful moments that foster emotional connections.”
Offline, London’s historic Burlington Arcade in Mayfair became a focal point for 2025’s celebrations, curated by UK Sunshine Digital. Events there seamlessly combined China’s rich heritage with British sophistication, offering an extraordinary cultural experience.
Among the highlights was the introduction of Chinese imperial incense-making techniques and the thousand-year-old craft of lacquered fans, which were once prized by the royal family during the Tang Dynasty. These ancient traditions, presented through live demonstrations, captivated both British and Chinese art enthusiasts.
“Promoting Chinese culture in the UK requires a deep understanding of both Eastern and Western aesthetics,” Wei notes. “British audiences increasingly appreciate intimate, exquisite art forms. This year, we introduced the ancient and elegant incense-making art of China’s imperial court and lacquered fan craftsmanship, which many British citizens experienced for the first time. The vibrant fusion of China’s ancient culture with a historic British landmark has created a dynamic cultural exchange.”
To embody the festive spirit, Burlington Arcade was adorned with yellow-themed decor, a vibrant and positive color, along with symbolic snake elements representing the Chinese zodiac. The celebration garnered significant attention from British mainstream society.
Interactive installations further amplified the festivities. At the renowned Hakkasan restaurant, a wishing tree adorned with Chinese paper-cutting art became a focal point. The restaurant’s innovative menu featured drinks with ice cubes inspired by Chinese seals and dishes infused with Chinese aesthetics, sparking widespread interest across the city.
“Incorporating thoughtful, creative installations and blending Eastern and Western aesthetics into both online and offline activations is key to successful Chinese New Year events,” Wei emphasizes.
Jing Wei’s dedication to cultural exchange extends beyond the Year of the Snake celebration. Her previous efforts included bringing the immersive performance of Guangdong Chaozhou Yingge Dance to the UK and hosting VOGUE China’s emerging designer showcase during London Fashion Week.
This year’s events at Burlington Arcade and across London are a testament to her passion for bridging the gap between Chinese and British cultures. With a seamless blend of tradition, innovation, and artistry, the Year of the Snake celebrations have created a vibrant intersection of Eastern and Western cultures, leaving a lasting impression on the city.
