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Brand Strategy Netflix Marketing

Netflix cuts to the chase for Lunar New Year with paper art


By John Glenday, Reporter

January 17, 2023 | 3 min read

Netflix is positioning itself at the heart of a ‘time of togetherness’ this Lunar New Year with the commission of a striking piece of paper art to mark the new calendar.


Netflix cuts to the chase for Lunar New Year with paper art

In partnership with creative company Mash and Malaysian artist Eten Teo, the streamer has turned the page on the New Year with distinctively Asian art that would appeal to viewers across Singapore, Malaysia, Vietnam, Hong Kong and Taiwan.

Speaking to regional tradition, culture and customs, the bespoke creation by paper-cutting artist Teo conveys the bonds of cross-generational families at a time when the television is always on.

Representing desirable attributes for the year ahead such as abundance, wealth and prosperity in the form of symbolic fish, coins and flowers, the delicate piece shows a family celebrating the occasion with Netflix as the center of attention.

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Rich Akers, Mash director of creative Services (Asia) said: “Building a virtual creative studio and partnering with an incredible artist, like Eten to deliver on such an ambitious vision, is not a project you get to do every day. We were honored to have been invited to collaborate on this uniquely personal project. Our Virtual Creative Studio team, spanning 15 countries, and I have spent a lot of our professional careers looking for projects like this, opportunities to leverage our histories and heritage in such a rewarding way.”

The completed paper cut has been digitized to serve as a meaningful ident throughout the holiday period.

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