Official Chinese festivals

New Year's Day (1 January)
The first day of the Gregorian calendar is not widely celebrated in China as it is overshadowed by the anticipation of Chinese New Year. In business, it is the start of a new financial year. There is a one-day public holiday.

International Women's Day (8 March)
This is a festival for women in China: a time for women to celebrate and advocate sexual equality. Female staff receive a whole or half paid day's leave. There are activities recognizing the contributions made by the Chinese women to the social and economic development of China and marketers also take advantage of this festival to promote their female -orientated products.

Chinese Arbour Day (12 March)
Arbour Day is a relatively recent official day initiated by the central government in 1979. It is not a day off; instead, people are encouraged to plant trees. It is, in effect, an effort to plant more. It is a day to promote awareness of environmental protection, and so now receives more attention than it used to.

International Labour Day (1 May)
Also called May Day. This is a festival commemorating a workers' movement fighting for an eight- hour working day which began in Chicago on 1 May 1886. The working class is seen as the leading force of historical advancement and the Communist Party of China regards itself as part of the working class; therefore this is one of the most celebrated official festivals in China. The government sponsors activities in recognition of the role of workers in constructing the national economy. In September 1999, the State Council decided to extend public holidays for the National Day on 1 October and May Day on 1 May from one to three days. The two weekends before and after May Day are consolidated to make it a week-long holiday. May Day has now become an important holiday and inevitably many marketers have begun to cash in on it.

Chinese Youth Day (4 May)
A day in memory of the first mass student movement in 1919, which protested against the Paris Peace Convention in which the Japanese invasion of Shandong Province was endorsed by Germany. It developed into a political and cultural movement against imperialism and feudalism, embracing western scientific and democratic ideas. This festival is celebrated by young people (normally aged 14 “28) and there are government sponsored activities but there is no statutory holiday on this day. Marketers often take this opportunity to launch PR or marketing events targeting young people.

Children's Day (1 June)
The day most celebrated by Chinese children all over the country. Places such as cinemas, parks and children's museums and palaces are open free or at a discount to children and their parents. Parents are often given a half day off to accompany their children. This day is also exploited by marketers as an opportunity to launch campaigns targeted at children. PR events often include donations to primary schools and nurseries.

Anniversary of the founding of the Chinese Communist Party (1 July)
Commemorates the founding of the Chinese Communist Party in 1921 in Shanghai. It is largely a political festival and often a time when important decisions are released.

Army Day (1 August)
Marks the founding of the People's Liberation Army. Non-military bodies often celebrate this day by providing voluntary services to promote donations to the Army. Some marketers take this opportunity to increase the visibility of their corporate image by organising celebration activities which are likely to receive media coverage.

Teacher's Day (10 September)
Started in 1985 as an effort to re-establish the social status of teachers and recognise their contribution to education. On this day, teachers often enjoy special discounts on products and services.

National Day (1 October)
A day that marks the anniversary of the founding of the People's Republic of China in 1949. There is a tradition of grand celebrations every tenth anniversary and lesser ones every fifth anniversary. Years other than the fifth and tenth are usually marked by simple celebrations such as symbolic public gatherings and parties. All government and business organisations have a statutory three-day holiday, which again combines the two weekends before and after the holiday to make the National Holiday last a week. Like May Day, the National Day is the second long holiday in the year seen by marketers as an important opportunity to promote their products and services.