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It’s Good to be Chinese

It’s Good to be Chinese

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Background

Central is the biggest department store operator in Thailand. The company was preparing for its Chinese New Year celebration. Although a sizable part of Thai population has strong Chinese background, the Chinese New Year celebration in Thailand is no longer too conformed to old tradition. Rather, they have been adapted to the diversity of the country’s population. 

Art direction

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The concept “It’s Good to be Chinese” reinterpreted Chinese culture with a contemporary approach. From global citizen’s point of view, the celebration is no longer exclusive to people with Chinese origin. It’s more about the beauty of cultural diversity fused together and the possibility for anyone to join regardless of their racial background. The idea is sent across by a multinational lineup of models including African, Russian and European who proudly appear in Chinese costume to celebrate this cultural heritage without any discrimination.