DFS tells shoppers ‘Liberate Your Inner Dragon’ for Lunar New Year

By Kristiane Sherry |

DFS Group is focusing on the intricate art of paper cuttings for its Year of the Dragon campaign

DFS Group is focusing on the intricate art of paper cuttings for its Year of the Dragon campaign.

Travel retailer DFS Group is encouraging shoppers to ‘Liberate Your Inner Dragon’ for the Lunar New Year, with red paper cutting-themed activities and an exhibition created in partnership with the Hong Kong Arts Centre. 

Until 29 February, shoppers are being offered thoughtful gifts that symbolise wishes for prosperity and abundance for the coming Year of the Dragon.

The red paper cuttings developed with the Arts Centre are being used as in-store decorations over the festive period. 

In addition, intricate pieces are being exhibited at 13 DFS stores around the world as part of the Where Art Meets Tradition: Red Paper Cutting Exhibition show.

Paper Cutting is listed by UNESCO as an Intangible Cultural Heritage of Humanity, and has seen a revival in recent years as new generations discover the art form. 

Customers visiting DFS shops over the Lunar New Year period are being encouraged to create their own paper artworks with a paper craft set. These will be given as a free gift with certain purchases. 

The specially designed DFS red packets help customers spreading love and joy to their loved ones in the Lunar New Year

DFS red packets have been specially designed to spread joy this holiday season.

Live demonstrations will be held at selected stores with the resulting pieces distributed to customers in the form of a blessing. 

DFS red packets are also available, with shoppers able to use them to share joy and blessings with family and friends. 

The dragon symbolises fortune and a vibrant spirit, themes communicated through “immersive” retail shopping experiences.

Last year, DFS Group introduced a new loyalty programme called DFS Circle, which replaced the its previous Loyal T scheme. The launch coincided with the debut of DFS Group’s new and official Chinese name “迪斐世” (dí fěi shì).


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