Welcome to the Year of the Snake

Happy Chinese New Year – or should we rather say Happy Lunar New Year – or should we rather even say Happy Lunisolar New Year?

People assume that the lunar calendar goes by the timing of the full moon rather than the sun; but if that were so, the date of Chinese New Year (more accurately termed “oriental” because it is followed across Asia by people from many nations and cultures) would regress each year, as does Ramadan, which faithfully follows a lunar cycle, arriving roughly 10 days earlier each year (in 2018 Ramadan started on 16 May; this year it will commence on 28 February; and in 2031 Ramadan will overlap with the Christmas holidays).

Chinese New Year, by contrast, follows a “lunisolar” calendar, where the sun’s movement is used to fix the timing of the new year moon. As National Geographic explains it, “The new year starts on the new moon nearest the midpoint between the winter solstice and the spring equinox, sometime between January 21 and February 20.”

In 2025, the Chinese year will begin on January 29, although, as with Diwali, the celebrations surrounding it go on for longer – in fact longer than Diwali's five days, with ceremonies and observations surrounding the Year of the Snake lasting until February 12, when the new “Snow Moon,” rises above the horizon.

And what is the Snake, and why has it turned up to the party?

Photo: iStock

The Snake is the sixth of the twelve-year cycle of animals which appear in the zodiac related to the Chinese calendar. Why the sixth? In Chinese mythology, the twelve animals of the zodiac (each also has its individual story) took part in a race to cross a wide river, and although he was not the fastest competitor, Snake wound himself around Horse’s hoof and unwound as the finishing line approached, spooking Horse and beating him to the riverbank. Hence, those born in the year of the Snake are supposed to be intelligent but lacking in scruples (as a snake I endorse 50 per cent of that description).

So this is Snake’s turn (hurrah!), and they will enjoy a year “brimming with opportunities in wealth, career, and personal development”. But just because it’s the year of the Snake, that doesn’t mean that other animals cannot also be lucky. For example, Rats can expect success in career and personal growth; if you’re an Ox then stability and romantic opportunities are on the horizon; Rabbits can look forward to reaping the rewards of all the hard work they’ve put in in the past, benefiting from Snake’s supportive energy; Monkeys, who also have a bond with the Snake, can look forward to a “double dose” of luck, financially and career-wise – and Roosters similarly. It’s all good fun.

What’s in it for retailers?

World Food is a section of the c-store that has enjoyed burgeoning good fortune in recent years, and almost always at the pinnacle of “ethnic” food sales – clearly the winner on this occasion – is Chinese ingredients, sauces, condiments, staples (rice and noodles) and meals – ready and food-to-go.

In short, Chinese New Year is a massive opportunity to market specific products for one of the two or three most popular “treat-yourself” cuisines (alongside Indian/South Asian food and Mexican dishes, probably).

One of the driving forces behind the increasing popularity of Chinese New Year in the UK is the near-universal fondness for Chinese cuisine. The aromatic flavours, diverse textures and exotic ingredients of Chinese dishes have captivated the British palate, making Chinese food a staple in households across the nation.

Photo: iStock

This cultural convergence presents a golden opportunity for convenience retailers to capitalise on the culinary aspects of the Chinese New Year celebration. While supermarkets have traditionally dominated seasonal sales, convenience stores can strategically position themselves as convenient hubs for last-minute purchases, offering a wide range of Chinese ingredients, ready-to-cook meals, and festive decorations.

Here are some merchandising tips to make most of the occasion:

• Create Themed Displays: Transform store aisles and end caps into visually appealing Chinese New Year displays. Incorporate traditional red and gold decorations, Chinese lanterns and Dragon-themed signage to create an immersive shopping experience.
• Curate Special Chinese New Year Sections: Allocate a dedicated section in-store for Chinese New Year products. This can include a variety of traditional ingredients, pre-packaged meals, and festive snacks. Ensure clear signage and labelling to guide customers to these special sections.
• Collaborate with Local Suppliers: Forge partnerships with local Chinese food suppliers to source authentic ingredients and specialty items. Highlight the origin and quality of these products to appeal to customers seeking an authentic Chinese New Year experience.
• Offer Ready-to-Cook Meal Kits: Simplify the celebration for customers by providing ready-to-cook meal kits featuring popular Chinese New Year dishes. Include simple recipes and all the necessary ingredients for a hassle-free cooking experience.
• Promote World Food Categories: Leverage the popularity of Chinese New Year to raise awareness and sales of the World Food category in general. Showcase a diverse range of international products, allowing customers to explore and experiment with flavors beyond Chinese cuisine.
• Social Media Engagement: Utilise social media platforms to promote Chinese New Year-related products, share recipe ideas, and engage with the community. Encourage customers to share their own celebration preparations, creating a sense of inclusivity and community spirit.
• In-Store Events and Demonstrations: Host in-store events or cooking demonstrations showcasing Chinese New Year recipes. This not only educates customers on the preparation of traditional dishes but also provides an interactive and enjoyable shopping experience.

It's time for retailers to embrace the cultural vibrancy and gastronomic delights of Chinese New Year, turning this annual celebration into a golden opportunity for growth and community connection, imbibing the spirit of Dragon.

Rice is nice

Unlike Indian food, Chinese cuisine does not lean towards basmati rice – long grain works brilliantly with Chinese dishes (and so do noodles, of course), and the most popular variety is Si Miao (See New in Cantonese), known as Jasmine rice.

What you may not know, though, is that outside of China, American-grown long-grain rice is a fantastic alternative.

Produced to the highest growing, milling, and quality standards, U.S.-grown rice is sustainably produced by a network of family farms across six states. The principal rice growing states are Arkansas, California, Louisiana, Mississippi, Missouri, and Texas.

Cooking with U.S.-grown rice ensures you are eating one of the world’s cleanest and highest quality rice and delivering authentic flavours with every dish. In fact, US long grain rice is especially suited to Chinese cuisine because of its fluffy, separate, beautifully white grains, and is the perfect complement to a wide variety of typical Chinese dishes.

Photo: iStock

U.S. rice is also sustainably grown, a practice that dates back generations, long before the word “sustainability” became a popular term. And today, the U.S. rice farming sector continues to make strides towards a greener future. All segments of the U.S. rice industry are invested in this because it is personal – providing for their families, serving their communities, protecting wildlife habitats, and creating jobs. Their stewardship is deliberate, ensuring a healthy, safe food supply, while improving the environment, and contributing to the local economy.

Many wildlife species rely on the wetland habitat created by American rice farmers. Working rice lands across all rice producing states provide millions of acres of life-sustaining resources for migrating water birds along with countless other animals that call the fields their home. This makes rice a unique working-lands crop. Winter-flooded rice fields improve and enhance vital wildlife habitats by providing food and foraging for migratory and wintering water birds. These water birds return the favour by helping to increase soil nutrients, straw decomposition, reducing weed and insect pressure, and providing other important agronomic advantages.

In the regions where rice is grown in the U.S., rice agriculture provides 35 per cent of the food resources available to migrating and wintering waterfowl. The cost of replacing existing rice habitat with managed natural wetlands is more than $3.5 billion.

So why not pick up some U.S. rice for Chinese New Year and enjoy the occasion, knowing that sustainable, guilt-free rice tastes better in more ways than one.

Singaporean flavours too

As we said, the new year is not only celebrated in China – it's also huge in Singapore, which is now bringing its own wonderful cuisine to UK stores.

Since its launch in February 2024, Singapulah has been a gateway to Singapore’s culinary tastes and flavours. Its menu is crafted in collaboration with Singaporean food manufacturers to showcase a plethora of flavours and ingredients from the island state, including new signature dishes such as Hokkien Mee, Rojak and Bak Kut Teh.

These dishes are supported by a stellar cast of Made in Singapore products such as noodles from Kang Kang, fish and surimi products from BoBo, speciality dough fritters from You Tiao Man, and soy sauces and flavoured oils from Tai Hua and Chee Seng Oil. Household brand Prima Taste’s complete sauce kits will also be introduced in both foodservice and retail at Singapulah.

Artisanal ice cream brand Creamier will provide Singapore-inspired vegan desserts such as Kaya Ice Cream Toast and Sea Salt Gula Melaka Affogato, while Coffee Hock will supply Asian drinks and coffee beans, roasted in the Southeast Asian tradition – with sugar and margarine.

Singapulah is supported by Enterprise Singapore, the Singapore government agency championing enterprise development, and the Singapore Brand Office, with promotional support from Singapore Tourism Board and Singapore Global Network.

Cheers!

There are several Chinese and oriental beer brands widely available in the UK, but as far as spirits are concerned, the UK remains underserved. Now, however, the makers of Chinese spirit “baijiu” are reformulating the fiery grain liquid to appeal to a wider, international client base. Perhaps it’s time to add Chinese spirits to your liquor shelf.

Baijiu, which translates as “white alcohol”, usually has between 40 per cent and 60 per cent alcohol content. It is generally distilled from sorghum, although wheat, barley, millet or glutinous rice are also used.

Its taste varies depending on the region or way it is produced. Some say it is similar to vodka, although another well-known type is likened to soy sauce.

Shede Spirits, based in China's Sichuan province, sells two baijiu brands in China and to Chinese consumers globally. (Its more exclusive brand, Shede, goes for up to £788 per bottle!)

Rival baijiu maker Sichuan Yibin Wuliangye Group, headquartered in Yibin city in Sichuan, has teamed up with Italian drinks group Campari in a partnership aimed at promoting both companies' brands in China and internationally.

Happy Year of the Snake!