CHAGEE apologises for controversial ‘Lunar New Year’ reference

26th January 2025 – (Shanghai) Chinese tea brand CHAGEE recently sparked controversy by referring to the Lunar New Year in social media posts, which drew criticism for being perceived as a move towards “de-Sinicisation.” On 24th January, the company published an article on its WeChat account titled “Celebrating the First Intangible Heritage Spring Festival Worldwide, HAPPY CHINESE NEW YEAR!” in which it apologised for the earlier misinterpretation.

The company expressed regret, stating, “The sentiment among Chinese communities globally in celebrating the Spring Festival is the same. Our global media team consists of partners from over ten countries, and we apologise for not aligning our translation of the Spring Festival more consistently with our overseas teams. We will strengthen the management and communication of our international accounts to ensure accuracy in our expressions.”

CHAGEE emphasised its roots as a brand from Yunnan, the birthplace of tea, and acknowledged the need for continuous learning and improvement. They thanked their community for their oversight and constructive criticism, reaffirming their commitment to growth. The brand concluded with a festive greeting, wishing everyone a happy Chinese New Year.

The use of “Lunar New Year” instead of “Chinese New Year” has become a contentious issue in recent years, with many asserting that the latter is the only appropriate term to describe the holiday. Critics argue that referring to it as “Lunar New Year” risks undermining its Chinese identity.

According to reports, Shi Wei, head of the Network Science Department at the Shanghai Astronomy Museum, noted that the distinction between “Lunar New Year” and “Chinese New Year” is not merely semantic but rooted in scientific accuracy. He explained that the lunar calendar used in China is a lunisolar calendar, which differs from a purely lunar calendar, and thus the term “Lunar New Year” fails to capture the full concept.

The upcoming 2025 festival marks the first Chinese New Year since China’s application to list the Spring Festival as an Intangible Cultural Heritage was successful. This application was approved during the 19th session of the UNESCO Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage held in Asunción, Paraguay, on 4th December, 2024.