Blog | Eastward Media

Qixi Festival: A Strategic Opportunity for Inclusive, Culturally Relevant Marketing The Qixi Festival, also known as Chinese Valentine’s Day, is celebrated on the seventh day of the seventh lunar month. Rooted in a well-known legend about two separated lovers—Zhinü, the weaver girl, and Niulang, the cowherd—Qixi has long symbolized enduring love and emotional connection. While […] Tags Chinese Audiences Canada, Chinese Consumers Behavior, Chinese Digital Marketing TikTok Refugees and Rednote (Xiaohongshu): Understanding the Migration and Opportunity for Brands As digital landscapes shift, social media users are finding new platforms to connect and share. One of the most intriguing trends of 2025 is the migration of American TikTok users—dubbed “TikTok Refugees”—to Rednote (Xiaohongshu), a Chinese-origin platform known for its lifestyle-focused community. This […] Tags Chinese Audiences Canada, Chinese Digital Marketing, Marketing Strategy, Multicultural Marketing Unlock the Power of the 2025 Chinese New Year: A Golden Opportunity for Brands in North America As we approach the 2025 Chinese New Year, the Year of the Snake, businesses across North America should be preparing for one of the most culturally significant and economically impactful events of the year. The Lunar New Year, […] Tags Brand Marketing, Chinese Audiences Canada, Marketing Strategy 2024 Singles Day: A Record-Breaking Global Shopping Phenomenon The annual Double 11 shopping festival continues to be a key event in the e-commerce calendar, with platforms like Tmall and Xiaohongshu (RED) leading the charge in China. The 2024 Singles Day, or Double 11, shattered records, solidifying its status as a global e-commerce milestone. This year’s […] Tags Chinese Audiences, Marketing Strategy The digital advertising industry in Canada is evolving rapidly, with a new spotlight on newcomers who are playing a significant role in shaping today’s market dynamics. This year, Eastward Media had the pleasure of attending the State of the Nation 2024 Vancouver event hosted by the Interactive Advertising Bureau of Canada (IAB Canada) on June […] Tags Chinese Audiences Canada, Multicultural Marketing