LPK Gets Personal for Chinese New Year
On February 19, millions of people around the world will celebrate the Chinese New Year as we usher in lunar year 4713, the Year of the Sheep (or Goat or Ram, depending on who you ask).
It’s a time of excitement, a time to cultivate happiness and good luck and a time to spread goodwill with wishes of prosperity and good fortune for the year ahead.
Social media has given us a convenient venue for spreading that cheer, and technology has made it easier than ever to simply click and send beautifully designed, prefabricated messages. But each year, as we receive more and more of these computer-generated greetings—many of them identical—the sentiments start to feel less sincere. Although they’re distributed with good intentions, they lack the personal touch of a traditional handcrafted greeting.
This year, Echo Sun had an idea. Inspired by LPK’s global “What We’re Grateful For” campaign, the senior designer (and paper-cutter extraordinaire) challenged everyone in our Guangzhou and Singapore offices to handwrite their new year’s blessings. Then she had another idea—invite our colleagues in Europe and the US to do the same.
Echo has taken the campaign to Weibo and WeChat, two of China’s most popular microblogging sites, sharing our handcrafted sentiments and encouraging our followers to join in the creativity and #handwriteyournewyearblessing this year. She’s also shared her incredible talent in the ancient Chinese folk art of paper-cutting, and even published some simple instructions for our Weibo followers to make their own paper-cut new year’s decorations instead of buying them at the market.