Monday, January 22, 2018

Models, Dogs, and Lobster: The Breeze Center in Taipei Welcomes Valentine's Day and the Lunar New Year

A Valentine's Day promotion at the Qsquare shopping mall in Taipei left me wondering if the Lunar New Year, another potential holiday for a promotion, falling close to Valentine's Day this year influenced the decision to start the promotion nearly a month before February 14. Yesterday I saw that the Breeze Center, a luxury shopping mall in Taipei, had also began a Valentine's Day promotion on January 18. But it marked the start of their Lunar New Year promotions as well.

A series of banners with "Happy Chinese New Year & Valentine's Day" were easy to spot

"Happy Chinese New Year & Valentine's Day" banners at the Breeze Center in Taipei

"Happy Chinese New Year & Valentine's Day" banner at the Breeze Center in Taipei

Although the holidays are mentioned together, the text size on the banners highlights the Lunar New Year holiday more. And at one entrance, while the Lunar New Year theme was clear, including that it will be Year of the Dog, there was nothing specifically indicating Valentine's Day.

Entrance to Breeze Center decorated for the Lunar New Year

On Breeze's website for all of its shopping centers in Taipei portions of four images are currently featured, one appearing at a time and all with holiday promotions. One, like the banners at the mall, mentions both holidays.

"Happy Chinese New Year & Valentine's Day" image on the Breeze website

Another only mentions Valentine's Day.

"Happy Valentine's Day" banner by Breeze

And another only mentions the Lunar New Year.

"Happy Chinese New Year" banner by Breeze

All of the previous banners include female models. One other, which only mentions the Lunar New Year, does not. It has a cooked lobster instead.

Banner for Breeze's Chinese New Year Gift Guide with image of a cooked lobster

The promotions are a sign of how Breeze is handling the proximity of the holidays. Perhaps they will convince some people there is nothing like new shoes for celebrating Valentine's Day and lobster for the starting of the Year of the Dog — all purchased at Breeze, of course.

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