Chinese New Year, which starts Friday, has become a time for marketers to make ads about the importance of family and coming home for the holidays. But brands from Budweiser to Lay's this year are developing a sub-theme about the love and tension that co-exists in the relationship between young adults and their parents.
It's a global reality, but the gap between generations is arguably bigger in China than other places. Most Chinese millennials grew up at a time of strong economic growth, when people were trying new products, traveling to new places and thinking more about their desires as individuals. Many of their parents were born before the boom years, before China even opened up to the outside world. (Foreign products and brands were scarce on the mainland until the 1980s.) And China's one-child policy may have made parent-child relationships more intense; authorities began allowing married couples two children in 2016.
Here's a few brands with a statement to make about the parents and their children.