Dragon – a symbol of Chinese strength and auspiciousness for thousands of years.

The 2024 Chinese Lunar New Year marks the ‘Year of the Dragon.’ How should Huawei engage with the Chinese people about its brand and products during this time?

We created a brand video themed around ‘Belief in Dragons.’ It tells the story of diverse Chinese individuals collectively realizing the dream of the dragon.

“Do dragons truly exist?” This is a question nearly every Chinese child asks. Starting from this inquiry, Huawei’s Chinese New Year story unfolds, showing that while dragons may not exist, people still believe in them. It is this belief that brings dragons to life again and again.

Personally, I don’t believe represents the true essence of China. It is merely a product of the efficiency-first trend that has dominated Chinese society in recent decades, characterized by its aggressive and forceful approach.

The true Chinese spirit is confident, wise, and charming.

Unlike Huawei’s previously rigid product ads, this time we hope to convey a more confident and softer Chinese demeanor through the video.

What is China? Why do people feel Chinese?

Not just a place or political entity.

Not sustained by force or propaganda.

It’s the collective imagination of those who uphold this cultural tradition.