You and Your Chinese New Year

Commissioned by Apple for its Chinese New Year campaign, this project was developed in collaboration with two artists, with Yulong Li leading art direction and creating the 2D illustrations.

The concept centres on the idea of reunion, expressed through culturally resonant symbols and a structured visual narrative. A traditional Chinese New Year candy box, which is known as the “Quan He,” becomes the core metaphor, representing completeness, sharing, and the emotional significance of gathering.

Alongside this, the lion dance introduces movement, playfulness, and collective energy. Together, these elements form a cohesive visual system that connects tradition with contemporary digital culture, reflecting the festive experience curated through Apple’s App Store.

Client: Apple

*Cooperation Project