This Year, Follow Your Heart – The Levi’s® Chinese New Year Collection

Levi Strauss & Co.
February 8, 2019

This week, more than a quarter of the world’s population rang in the Lunar New Year with celebrations around the globe. The Levi’s® brand joined in the festivities with a special New Year’s collection and a campaign featuring Malaysian-born actor Lawrence Wong.

This year’s campaign slogan is ‘New Year, Follow Your Heart (新年, 一切从心)’, a play on the Chinese words which translate to ‘new’ and ‘heart’ that sound similar phonetically in Mandarin Chinese.

The campaign aims to inspire young people to be courageous and pursue their dreams. Lawrence’s personal story embodies that message, and many young people have followed the challenges he has faced as a young actor who took a big risk moving to China where competition in the entertainment industry is stiff. It was a risk that paid off, and now Lawrence is a popular star of the hit Chinese drama “Story of Yanxi Palace.” It also helps that Lawrence himself is a big fan of the brand!

“Our brand is connected to young consumers in a way that says, ‘Be true to yourself. Have the courage — one of our core values — to be your authentic self.’ We want to celebrate originality this Lunar New Year and this was the inspiration behind the tagline ‘Follow Your Heart’,” said Imran Butt, LS&Co. Country Manager Malaysia.

With many young people shopping for new outfits during the Lunar New Year, it was critical that the Levi’s® brand leverage technology to connect with the consumers. The team took a digital-first approach, and first broadcast Lawrence’s story on Levi’s® YouTube channel in December, where it has garnered more than half a million views to date.

You can also check out our ‘lookbook’ for the New Year collection, created to help consumers looking for style inspiration.

Find out more about the collection online.