Lunar New Year (CNY) is the "Super Bowl" of Asian retail. In Hong Kong, if your ad account isn't fully optimized by December, you will be priced out of the market by January.
The Growth Lever
The "Red Packet" season is a battle of Attention Supply. You win by list-building when CPMs are low (November) and converting when intent is high (January).
01
The Pre-Heat Phase (Dec 1 - Dec 25)
Don't sell yet. Run lead-gen ads to grow your Klaviyo list. Use a "CNY Early Access" hook. It is 5x cheaper to reach a subscriber in January than a stranger.
02
The Gifting Surge (Jan 5 - Jan 20)
Pivot your Meta creatives to "Gift Sets" and "Bundles." In HK, AOV naturally increases during this period as people buy for family and colleagues.
Expert Insight
The SF Express Deadline
The most effective ad creative you can run in the final week is a "SF Express Shipping Countdown." Scarcity driven by logistics is the most powerful closer in the HK market.
Remember: During the holiday, your competition is everyone. You don't win on budget; you win on relevance and timing.