Bottega Veneta’s Lunar New Year campaign spotlights personal rituals with cultural and sports figures, inspired by the Mandopop song Tian Mi Mi.
Bottega Veneta has launched a campaign for Lunar New Year. The project celebrates shared culture and individual rituals. In addition, the brand brings together a chef, actors, and an Olympic champion to tell these stories.
The cast includes chef Qu Yuyu, actor Zhang Kang Le, swimmer and Olympic champion Pan Zhanle, actor Yo Yang, and cinema icon Sylvia Chang. In this way, the lineup reflects different generations and fields. The concept centers on reunion and belonging.
A song-driven narrative
Inspired by the Mandopop classic Sweet Honey/Tian Mi Mi (甜蜜蜜), the campaign is directed by Dorothia Zhang. The film features intimate vignettes built around Lunar New Year rituals. As a result, each talent shares a moment with family, with a partner, or alone.
In every ritual, participants sing excerpts of Tian Mi Mi. Next, each vignette flows into the next, completing the song across the full campaign. Therefore, the film aims to capture the track’s universal appeal.
Rituals featured on screen
In the campaign, Qu Yuyu is shown preparing food. Meanwhile, Zhang Kang Le buys a bouquet of flowers. Pan Zhanle appears wearing a new, elegant outfit.
Yo Yang goes for a bike ride with his wife, Melinda Wang. In addition, Sylvia Chang sings karaoke with her son, Oscar Wang, and her partner, You Tianyi. In this manner, the film highlights both shared and personal traditions.
Tian Mi Mi background and references
Originally released in 1979, Tian Mi Mi was performed by legendary singer Teresa Teng (邓丽君). Its nostalgic melody and tender lyrics inspired covers, TV programming, and films. However, the song also became an emotional touchstone across regions.
One reference is Almost a Love Story, a 1996 romantic drama starring Maggie Cheung and Leon Lai. In the film, the characters sing the song while cycling through Hong Kong. Thus, the campaign recreates that scene in the vignette featuring Yo Yang and Melinda Wang.
Brand message
By pairing rituals with music, the campaign links reflection with reunion. Bottega Veneta says the film reflects its belief in timeless craftsmanship and individual expression. Finally, the brand emphasizes the beauty of coming together through art.