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The Secret Little Agency celebrates Lunar New Year

To mark the Year of the Dragon the agency has created Long Bao

Georgie Moreton

Deputy Editor, BITE Creativebrief


February 10th marks Lunar New Year and to celebrate the Year of the Dragon, The Secret Little Agency has created Long Bao.

Chinese New Year tradition sees millions of red packets – 紅包 (hóng bāo in Mandarin) - filled with money given out as tokens of good wishes. The tradition dates back to the Han Dynasty in 202 BC.

With 2024 bringing in the Year of the Dragon, The Secret Little Agency has decided to celebrate the hóng bāo tradition in a way that incorporates the year’s zodiac creature.

“The Chinese dragon (龙) is known and pronounced as ‘lóng’ or ‘loong’, so this dragon year, we decided to extend the red packet and make it long-er.” said a spokesperson from The Secret Little Agency who were behind the creation.

The dragon is a revered and celebrated mythical creature in the Chinese zodiac, traditionally symbolic of success, honor, and dignity and believed to be able to foster growth, progress, and abundance. By extending the red envelope to symbolise the ‘lóng’ or ‘loong’, the agency pays homage to two symbols of Lunar New Year.

Combining heritage with creativity, the agency will run an exclusive 1000 pieces of the elegant Long Bao design to distribute to friends and partners of the agency both in Singapore and around the world.

8. TSLA—Long Bao 08.jpg

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