(Jing Daily) - How creepy can a luxury brand’s tribute to Chinese New Year be? Burberry’s latest campaign has attracted a blitz of criticism on social media from Chinese netizens who liken the images to scary Asian horror movies. “Obviously, this is not about Chinese New Year,” sniped one, noting its downbeat tone, while another wrote, “such weird family portraits, it gives me goosebumps.” For some critics, the campaign, meant to celebrate China’s most revered holiday, is just another bad taste, tone-deaf instance of Western luxury brands completely missing the point in China.
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