Fashion powerhouses like Gucci, Versace, and Chanel have made attempts at launching official emojis with their brand refreshes, but their pioneering efforts mostly cater to western audiences. Luxury brands are hardly strangers to emoji marketing. Many luxury brands have tried emoji marketing on a global scale, but few of them have yet to make emojis an integral part of their China-based campaigns, and Chinese millennials-who share a passion for emojis-have now resorted to making their own luxury-related emojis for daily WeChat use.Įmojis do exist in luxury marketing, but mainly in the West According to a big data report co-created by Sun Yat-Sen University and Tencent, the most popular emoji in 2016 was the facepalm sign, signifying an awkward and embarrassing feeling (used in WeChat and QQ more than 760 million times that year). For young people in particular in China-a country that doesn’t encourage outward emotion-emojis have become an especially important means of communication. So why aren’t luxury brands taking advantage of the marketing potential of emojis in China yet?Įmoji in Chinese is 表情包, meaning “ the facial expression kit”. Emojis have become essential to online conversations in every country around the world, and China is no exception.
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