Beats By Dr. Dre:

Chinese New Year

Make What You Hear Come True - a China Gen Z remix on CNY.

Reviving Chinese New Year with the New Generation 

China has been blessed by new year wishes for centuries, except for one generation. The time-honored wishes are now seen as clichés or simply dismissed by the post 95s: the proud originators of China’s meme culture.

Together with AKQA, Beats rode on their new wave of expressions that is sweeping China and found an organic way to reach to this audience. By swapping old wishes with luck memes of similar sounds and pictorial meanings, Beats subtly introduced a new system of wishes  – playing into language, rap music, and fashion – that’s foreign to the undiscerned, but one that immediately revives CNY for a generation who grew up in the playful, meme-filled world of QQ.

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