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Overview:
The Lunar New Year is one of the most significant celebrations that reflect the national identity of the Mongolian people. It is a time for honoring elders, exchanging greetings, and setting a festive table with an abundance of traditional dishes. The holiday serves as a symbol of unity and togetherness.
The primary goal of the "Lunar New Year Wonder" campaign was to introduce the celebration to younger generations in a fresh and engaging way, creating trends on social media and increasing user participation.
Client: Coca-Cola Mongolia
Date: 2025/02-2025/03
Project Team
Team Leader: Munkhzaya E.
Production Director: Amin-Erdene P.
Account Manager: Munkhtuya B.
Assistant Manager: Uchral-Eruul B.
As part of the campaign, a short video was created in collaboration with young artists representing the new generation—Pearly, Shuwu, Ariu, and Tamir—who delivered heartfelt Lunar New Year blessings.
Mongolian Culinary Heritage
The Lunar New Year celebration in Mongolia is inseparable from its rich culinary traditions. Traditional dishes such as buuz (steamed dumplings), uuts (steamed mutton), aaruul (dried curds), and boovnii urgoo (traditional pastry tower) play a central role in the festivities.
Content highlighting these traditional foods gained thousands of views on Facebook and Instagram. Food content creators like @iddeg_uudag, @amtlay_, @eatyourcurry, and @idhuu_idii helped educate audiences on the cultural significance of Lunar New Year dishes, promoting Mongolian food heritage.
Media Coverage
Media outlets such as UB.life, MGL Radio, and Unread featured the Lunar New Year celebration with engaging articles and programs tailored to younger audiences. Notable pieces like "What Makes the Lunar New Year Wonderful?" and "10 Worlds, 10 Perspectives" captured public interest by presenting fresh insights into the holiday's traditions.
"Buuzaa shingeey" Dance Challenge
To blend festive spirit with modern trends, 25 dance videos were shared on TikTok and Instagram as part of the "Buuzaa shingeey" dance challenge. Dance crews such as Cherry Bomb, Squadzz, and Aim4r Production participated, bringing energy and creativity to the celebration. As a result, Squadzz received the highest engagement.
The efforts of popular streamers like Mio, Juki, CTS & Ohiimaa, and NMN, combined with compelling content like Favway's vlog and the generational exploration through Medq Agency’s, helped spark widespread interest. Through collaboration with artists and content creators, the campaign amplified its reach, capturing 2.6 million views and creating lasting digital impressions. It proved that with the right blend of tradition and modern engagement, even the oldest holidays can remain relevant and exciting for younger generations. Collaboration with artists and content creators significantly amplified the campaign’s reach, resulting in viral content and impactful engagement.
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