When Ramadan Meets Lunar New Year

A Coincidence Unseen for a Century: Ramadan and Lunar New Year Collide, Placing Major Fashion Brands in a Marketing Dilemma

The global retail sector and major fashion brands face an unprecedented challenge in 2026

Christian Dior launched a dedicated pop-up store for the Dior Or Ramadan capsule at Avenues Mall in Kuwait

For nearly a century, the start of the holy month of Ramadan has not coincided with Lunar New Year celebrations at almost the same time as this year. This overlap forces global brands to reassess their strategies to target two of the world's largest consumer markets simultaneously.

The Conflicting Dates: February, the Peak Month

Lunar New Year celebrations begin on February 17, 2026, and continue until the 27th, while Ramadan is astronomically expected to begin between February 17 and 19 (based on the sighting of the new moon). This convergence necessitates that global brands devise dual marketing strategies to reach consumers in China and East Asia, while simultaneously targeting consumers in the Middle East and Muslim communities worldwide.

From Neglect to "Sales Saturation" in Ramadan

The approach of luxury fashion houses towards Ramadan has changed dramatically in recent years. Once largely ignored, brands have moved into a phase of "saturation." With luxury goods sales declining in China, global brands have shifted their focus to Qatar, Dubai, Saudi Arabia, and the affluent Gulf markets, where iftar meals, suhoor, and evening family gatherings have become ideal platforms for global brand events.

The Challenge of Spirituality vs. Commercialism

In 2026, there is growing criticism of some brands that treat Ramadan as a purely festive holiday, neglecting its spiritual aspects, worship, and fasting. Analysts believe this purely commercial approach is no longer appealing to shoppers who are looking for campaigns that respect the month's rhythm and religious significance.

A Successful Model: Campaigns like Nike's recently launched "Style By" stand out as a leading example, focusing on the daily routines of those fasting, rather than solely on the ostentatious consumer aspect.

The Chinese market... a cautious recovery

On the other hand, expectations regarding sales during the "Lunar New Year" have declined due to weak sales of luxury goods in China and the slow recovery of global shopping tourism, making the bet on the "Ramadan season" and the Middle East this year more important to compensate for the profit differences for major companies.