Coca-Cola launches Chinese New Year 2026 campaign via WPP Open X, led by Ogilvy Shanghai

As the Year of the Horse approaches, Coca-Cola launches its Chinese New Year campaign under the theme “Spark Every Moment and Let Us Come Together This Chinese New Year.” Created by WPP Open X, led by Ogilvy Shanghai, the campaign encourages young people to create joyful, inclusive festive moments that bridge generations and celebrate the spirit of togetherness.

Family reunion remains at the heart of Chinese New Year, but celebrations are evolving across generations. While longstanding family activities like gathering to watch the Spring Festival Gala and preparing traditional holiday treats remain important, Gen Z is also bringing digital interactions and trendy experiences into those celebrations. Coca- Cola’s insight is clear: Gen Z is not disconnected from tradition — they want to strengthen family bonds in their own unique way.

Building on this insight, Coca-Cola is inviting Gen Z to take on the role of “New Year Ambassadors.” The campaign encourages them to bring fresh, playful ideas into festive moments in ways that still resonate with older generations. Whether it is a Gen Z family member showing relatives how to prepare anime-inspired dumplings or adding fun touches to familiar customs, Coca-Cola aims to be the connection point that helps families enjoy new experiences together without losing the warmth of tradition.

The campaign’s social rollout features a series of teaser videos from the popular father- daughter duo Xiao Shenyang and Shen Jiarun. Using the hashtag #OpenAFreshNewYearWithACoke, Coca-Cola is inviting young people and Gen Z influencers to share their own “new ways to celebrate Chinese New Year” and encourage elders to join in.

To bring these ideas to life, Coca-Cola teamed up with master fireworks artisans whose craft is recognized as part of China’s Intangible Cultural Heritage to stage an immersive Year of the Horse Fireworks Show in Chongqing on January 17. The event featured a vibrant festive marketplace where families explored a modern twist on beloved traditions — posing for photos at a Year of the Horse embroidery-themed booth, giving spring couplets a playful makeover, and crafting anime-inspired New Year treats.

As night fell, a dazzling drone and fireworks display lit up the skyline, showcasing creative New Year ideas from young people nationwide, from humorous couplets to mystery red envelopes and travel-inspired celebrations. Gen Z creators hosted the experiences, and capturing an authentic, youth-driven perspective on family moments and festive fun. The entire event was live-streamed to national audiences and aims to inspire wider actions.

Throughout the holiday period, Coca-Cola will continue to extend the festive spirit with interactive “scan-the-can” AI embroidery family portrait experience, New Year-themed digital stickers, social videos, and a lineup of seasonal merchandise that brings playful, modern touches to traditional moments.

Chinese New Year is a meaningful time for families to reconnect, and Coca-Cola believes the brand can play a role in strengthening intergenerational bonds. By uplifting and empowering Gen Z to lead the celebration, the campaign turns every bottle of Coca-Cola into an invitation to spark conversation, create memories, and enjoy every moment of the season to the fullest together. Coca-Cola looks forward to celebrating with millions of young consumers and their families as they “open” a fresh and joyful Chinese New Year in 2026.

The campaign was created by Coca-Cola and WPP Open X, led by Ogilvy Shanghai, and supported by WPP Media, Hogarth, and VML Commerce.