The arrival of Chinese New Year has prompted days of festivities across the country. But the popularity and spread of Chinese culture around the world has seen arguably the most significant event on the Chinese calendar become an international celebration.
According to a recent study, one of the main reasons for the growing observance of Chinese traditions is the increase in the number of Chinese tourists venturing into Europe, and Britain is one of the top countries on their itinerary with visitor numbers rising rapidly. In fact, recent data published by VisitBritain has revealed that the number of Chinese visitors arriving in the UK rose by over 37 per cent between January and September 2015.
The figures also demonstrated an increase in overall spending by Chinese markets, with the total spend in the third quarter of last year reaching £240.17 million – up from £218.29 million in the previous year – suggesting that access to this significant market is now becoming an increasingly attractive prospect for UK companies.
With a population of almost 1.38 billion, over 18.72 per cent of the total world population, China is considered one of the most lucrative markets in the world. Although previously dismissed by many international advertising campaigns, the people of China are set to become increasingly open to engaging with British corporations that are striking the right balance in their approach and language.
Providing British firms with a significant opportunity for international expansion, China’s growing community of people interested in ‘buying British’ is already being targeted by marketers who are able to connect successfully with this audience.
By translating both the cultural approach and the language of their material, UK companies now have the chance to capitalise on the excitement of Chinese New Year and other significant events in China’s calendar, helping to solidify a new and lucrative relationship with a fascinating culture and a powerful consumer force.
