Children’s Day in China: Celebrating Childhood
China’s deep-rooted reverence for children is beautifully showcased in the annual International Children’s Day celebrations on (full calendar for China 2024), a time when brands seize the opportunity to craft innovative campaigns that resonate with both the young and, perhaps even more importantly, their parents. From nostalgic tributes to imaginative experiences, these initiatives not only captivate their audience but also forge lasting connections with consumers across generations, making Children’s Day in China a pivotal moment for engagement.
In this article you will discover:
- The Significance of Children’s Day in China
- How was Children’s Day historically celebrated in China
- Who are ‘little emperors’ and ‘Gen Alpha’ and their influence over household expenditures
- How brands like McDonald’s and KFC use nostalgic and imaginative campaigns during Children’s Day to engage both children and parents
The Evolution of Children's Day in China
As China’s economy flourished in recent decades, the dynamics within households underwent a seismic shift. The once-prevalent ‘little emperors’ – a term coined to describe the attention lavished upon China’s single children born under the one-child policy – have given way to the ‘Gen Alpha,’ marking a significant evolution in children’s development.
This demographic, born between 2010 and 2025, starts to wield significant influence over household expenditures. Their preferences and aspirations already shape consumer trends like never before, heralding a new era for children’s future.
The Rise of the Youngest Influencers
In the digital age, the power of the ‘Gen Alpha’ extends far beyond the confines of the household. These tech-savvy youngsters have emerged as influencers, shaping brand perceptions and driving consumer decisions.
According to a recent survey by CBNData, 98% of Chinese parents acknowledge their children’s sway over family purchases, with 79% admitting to having made purchases solely based on their offspring’s recommendations.
This shift has prompted brands to reevaluate their marketing strategies, crafting campaigns that resonate with the aspirations and desires of the ‘Gen Alpha’ while simultaneously tapping into the nostalgia of their parents’ childhood memories, reflecting on children’s day history.
How Brands in China Approach Children's Day in 2024
In recent years, several brands have masterfully captured the essence of childhood through their Children’s Day campaigns, weaving nostalgic tales that strike a chord with consumers across generations, celebrating the timeless joy of Children’s Day.
McDonald's: Reviving Childhood Delights
McDonald’s, a global fast-food giant, has consistently excelled in creating immersive experiences that transport consumers back to their carefree childhood days, especially during Children’s Day, with activities centered around iconic McNuggets.
Collaborating with the renowned artist Mr. Doodle, McDonald’s unveiled a collection of graffiti-style paintings featuring characters like Brother Milkshake, Burger Thief, and Big Bird Sister, infusing the charm of cartoon characters into their campaign.
Additionally, the brand offered a special promotion of 20 McNuggets for 20 RMB and introduced limited-edition ‘Walkie-Talkie’ toys inspired by the classic McNuggets and fries, celebrating Children’s Day with a touch of nostalgia and fun.
To further captivate its audience, McDonald’s created a CGI animated short film featuring the intercom toys, transforming the iconic Wukang building in Shanghai into a giant “Walkie-Talkie”. This move, enriched with animations, showcased their innovative approach to engaging customers.
More videos on our YouTube playlist: Children’s Day in China!
KFC: Unlocking Nostalgic Treasures
KFC embarked on a nostalgic journey of its own, hosting the “K Antiques” exhibition in Shanghai on Children’s Day. This unique showcase features hundreds of vintage toys from past promotions, including the KFC Game Console from over two decades ago, celebrating the joy and memories of childhood.
Additionally, in collaboration with the Pokémon franchise, KFC offered five co-branded toys for Children’s Day, including a Pikachu CD player, a Gengar game console, and a Psyduck interactive music box, available with the purchase of a meal.
Click on image to enlarge
Tempo: Capturing Childhood Delicacies
Tempo, a global tissue brand, joined forces with artist Liu Xiaoding (Little Ding) to launch a limited-edition series of Children’s Day handkerchiefs adorned with patterns depicting childhood favorite meals like French fries, burgers, ice cream, and milk tea. These nostalgic designs aimed to evoke childhood stories and children’s joy, striking a chord with adults and reigniting their inner child.
Embracing Nostalgia: Campaigns from Previous Years
While captivating the “Gen Alpha” remains a priority, brands have recognized the profound impact of nostalgia on consumer engagement.By tapping into childhood memories, these campaigns forge emotional connections with adults, reigniting wonder and curiosity. Children’s Day celebrates exactly these moments.
Volvo: Nurturing Childhood Dreams
Volvo Cars partnered with the Shanghai Medical and Health Development Foundation to launch a fund for children with congenital heart disease, a testament to their commitment to children’s health and child welfare. By inviting Volvo users to participate in a charity relay, the brand raised over 2.7 million yuan, surpassing the previous year’s donations by a remarkable 1 million yuan.
This endeavor not only demonstrated Volvo’s commitment to corporate social responsibility but also resonated deeply with consumers, highlighting their dedication to making a positive impact.
McDonald's and Ele.me: Gamifying Childhood Memories
McDonald’s has a long tradition of preparing highly viral Children’s Day campaigns in China. Last year, the brand joined forces with Ele.me (one of China’s biggest online food delivery platforms under Alibaba Group) to launch a McNugget-shaped game console for Children’s Day, showcasing their innovative approach to celebrating this special occasion.
The gadget, sold exclusively on Ele.me across 12 cities in China, quickly sold out, testament to the enduring appeal of nostalgic childhood memories and the success of McDonald’s Children’s Day campaign.
More Inspiring Campaigns for Children's Day
Nike: Inspiring Parental Guidance
Nike’s Children’s Day campaign took a different approach. Brand focused on the pivotal role of parents in nurturing their children’s development and spirit. Through a heartwarming short film, the brand told the story of Kaka, a young football enthusiast. His talent was nurtured by the unwavering support and encouragement of his parents.
The film served as a poignant reminder to parents that every child possesses unique abilities. These wait to be unlocked through proper guidance and nurturing. By resonating with the aspirations of parents, Nike effectively positioned itself as a brand that champions children’s development and the holistic growth of children.
Oreo: Realizing Childhood Dreams
Oreo launched the touching short film ‘To Our Children’s Wish’. It posed a thought-provoking question to viewers: ‘Have the wishes of your childhood been realized?’. The film explored the ingenious ways in which adults have fulfilled their once-unconstrained childhood dreams, paying tribute to the resilience and playfulness of those who have grown up while retaining their childlike spirit.
Through this unique narrative, Oreo evoked nostalgic memories. Moreover, it also reinforced its brand proposition of ‘having childlike innocence, having courage, and practicing curiosity’. It resonated with consumers across generations and truly celebrated children’s spirit.
More videos on our YouTube playlist: Children’s Day in China!
Mengniu : Encouraging Parental Understanding
Mengniu, one of China’s leading dairy brands, took a different approach with its Children’s Day campaign. The brand released a short film titled ‘My Shadow Friend’. It explored the challenges faced by a young boy whose interests and hobbies were overshadowed by parental expectations.
Through his journey of self-discovery and the support of an imaginary friend, the film encouraged parents to foster an environment where children can pursue their passions and live out their dreams without the constraints of external influences, thus securing a brighter children’s happiness and future.
Douyin: Amplifying Childhood Voices
Recognizing the importance of child protection, the popular social media platform Douyin (known as TikTok internationally) launched a beautifully crafted video ‘Make a Window to the House’. In the film, the grandfather accompanies the young boy into the world of art. Just as his grandfather, then the adult ‘boy’ cherishes his son’s artistic dream. The clip tries to answer a difficult yet very real question: ‘How should children grow up in the Internet era?’
One of the goals of this educational and heart-warming video was to highlight that children should be protected from the dark sides of the Internet. Douyin also wanted to insist that kids should go online only under the guidance and companionship of parents. Only this way, the Internet can really serve as a window to the world, ensuring child protection.
More videos on our YouTube playlist: Children’s Day in China!
Conclusion: Fostering Connections Through Childhood Nostalgia for Children's Day in China
As China’s economic landscape continues to evolve, the role of children in shaping consumer trends has become increasingly significant. Brands have recognized the power of nostalgia in forging lasting connections with consumers across generations. They skillfully craft campaigns that celebrate the wonders of childhood. Moreover, those simultaneously resonate with the aspirations of the ‘Gen Alpha’ and mark Children’s Day.
From McDonald’s immersive experiences to KFC’s nostalgic toy exhibitions, these Children’s Day campaigns have demonstrated the profound impact of tapping into cherished childhood stories and memories.
The celebration of Children’s Day will undoubtedly continue to evolve. Certainly, brands will likely find innovative strategies to captivate both kids and their parents. Happy Children’s Day, 儿童节快乐!
Children's Day in China: FAQ
As of 2024, there are approximately 250 million children in China. It reflects a significant portion of the population despite the country’s declining birth rates and aging demographic structure
June 1 each year marks the Children’s Day celebrations in China.
Yes, Children’s Day is one of the favorite holidays in China among kids and those young at heart!
Children’s Day in China was officially recognized in December 1949. It followed a decision by the newly established People’s Republic of China to support this global initiative. Initially, it was as a half-day holiday for primary schools. It was extended to a full day in 1956. This allowed children more time to engage in various celebratory activities and enjoy a day off from usual school routines.
This holiday aligns with global efforts to protect children’s rights, like the UN’s Convention on the Rights of the Child. Children’s Day in China also includes historical and educational elements, teaching about figures like Zhou Enlai to inspire youth.
Firstly, Children’s Day in China, celebrated on June 1, is a joyous occasion marked by a variety of recreational activities and special treats for children. Primary schools often organize school activities or field trips to tourist attractions. They often host lively school performances featuring dancing and singing. Many places, such as museums and parks, offer free admission to children, making it an ideal day for family time.
Secondly, retailers and entertainment venues, including cinemas, provide generous discounts. Special offers, such as reduced movie tickets, add to the festive atmosphere. Some primary schools also declare a half-day holiday. It gives students a break from their usual routines and ensuring no homework, allowing them to fully enjoy the day. Gala concerts, community events further enhance the celebration, ensuring that Children’s Day is a memorable experience for all young participants.
Children in China go to school for about 7 to 8 hours a day. For example, classes typically start around 8 AM and end by 4 PM. On Children’s Day, celebrated on June 1, some primary schools declare a half-day holiday.
儿童节快乐! ér tóng jié kuài lè !
