In 2021, the Year of the Ox begins on February 12th, marking the second animal in the Chinese zodiac’s 12-year cycle. This year is seen as a welcome change from the previous year, which was considered difficult. It’s customary to exchange well-wishes during the Chinese New Year celebration, especially during the first 15 days.

This image depicts a desire for numerous business prospects.

Among the most popular greetings are “Happy New Year” (新年快乐, xin nian kuai le) and “Congratulations on receiving riches and prosperity” (恭喜发财, gong xi fa cai). In Chinese culture, wealth is closely associated with success, particularly during Chinese New Year. Other well-received greetings include “May your wishes come true” (心想事成, xin xiang shi cheng), and “Prosperity in abundance” (福气满满, fu qi man man).

For business interactions, some common fortune-related greetings consist of:

• “Wealth arising from harmony” (和气生财, he qi sheng cai),
• “Rising higher with each step taken” (步步高升, bu bu gao sheng),
• “May riches enter in huge volumes” (财源广进, cai yuan guang jin), or “May riches gush in” (财源滚滚, cai yuan gun gun),
• “Achievements everywhere, literally from east to west” (东成西就, dong cheng xi jiu),
• “May your work go smoothly” (工作顺利, gong zuo shun li),
• “May fortune find you” (鸿运当头, hong yun dang tou),
• “May your products sell like hotcakes, as quickly as wheels turn” (货如轮转, huo ru lun zhuan),
• “Instant success” (马到成功, ma dao cheng gong),
• “Surpluses every year” (年年有余, nian nian you yu),
• “An easy path to a meteoric rise” (平步青云, ping bu qing yun),
• “Get a promotion and a raise” (升官发财, sheng guan fa cai)
• “May the business thrive greatly” (生意兴隆, sheng yi xing long),
• “Success in business” (事业有成, shi ye you cheng) or “A successful business” (事业发达, shi ye fa da)
• “Making progress in the new year” (新年进步, xin nian jin bu),
• “Reap much more than you invest” (一本万利, yi ben wan li).

Singapore’s Chinatown, adorned with lanterns, celebrates the Year of the Rat, featuring a prominent lantern display on the left and Yue Hwa Emporium on the right.

Greetings can also incorporate the corresponding animal of the year. For instance, you can use the phrase “great fortune in the year of the [animal]” (___年大吉, ___ nian da ji) or “great luck in the year of the [animal]” (___年行大運/___年行大运) by filling in the blank with the appropriate animal. Following the Year of the Ox (牛, niu), it will be the Year of the Tiger (虎, hu) in 2022 and the Year of the Rabbit (兔, tu) in 2023.

Brands often use puns related to the year’s animal in their Chinese New Year marketing campaigns. However, in Singapore, 2019 and 2020 saw fewer puns involving pigs and rats. This is because these animals are often portrayed negatively in classical Chinese phrases.

OSIM, a retailer specializing in massage chairs, has created a festive atmosphere in their atrium at Jurong Point, Singapore. Their setup features a red massage chair displayed on a circular pedestal adorned with Chinese New Year greetings.

Best Denki, an electronics retailer in Jurong Point, Singapore, uses the character “牛” for their special promotion. This character creates a clever double pun, referring to both the “new year” and the “year of the ox.”

Shopee, an e-commerce platform, promotes its February 2nd sale with advertisements on the MRT (Mass Rapid Transit) in Singapore. Their advertisement incorporates the character “牛,” which can be interpreted as both “new” and “ox,” promising daily surprises throughout the new year.

Collin’s restaurant opts for a pinyin approach, wishing patrons a prosperous “niu” year. This play on words leverages the pinyin pronunciation of “牛” (niu) to create a festive message.

Bossini, a clothing retailer in Jurong Point, uses the phrase “牛转乾坤” (niu zhuan qian kun) for their promotional signage, incorporating the “牛” character, signifying the “ox.” This phrase conveys a message of bringing about significant change, aligning with the hopes for the new year.

Giordano, a clothing store in Jurong Point, uses both the phrase “牛转乾坤” and a creative “Ox! Ox!” greeting for their Chinese New Year campaign. The “x!” in “Ox!” is designed to resemble “xi” from the traditional greeting “gong xi fa cai” (congratulations and prosperity).

Pokka, a beverage company, incorporates “牛转乾坤” and “万事如意” in its Chinese New Year campaign. They also feature an ox depicted as a daruma doll. The daruma is a Japanese doll, inspired by Bodhidharma, the founder of Zen Buddhism, which symbolizes good fortune and determination.

EB features the phrase “发够够” (fa gou gou) to express the wish for prosperity and satisfaction. In Hokkien, a Chinese dialect, the phrase is pronounced as “huat gao gao,” where “cow” is substituted for “gao.”

Munchy’s creatively incorporates the Chinese character “满” (full, man) into their promotional materials by stylizing it into the shape of an ox.

This year, brands have embraced this trend by incorporating the phrase “扭转乾坤” (niu zhuan qian kun), where “扭” is replaced with its homophone “牛,” meaning “to bring about significant change,” a sentiment reflecting the hope for positive transformation. Additionally, bilingual puns using “牛” or “niu” in place of “new” in “Happy new year” are prevalent, along with wishes for an “ox-picious” year.

A lohei platter, a customary dish served during Chinese New Year, features a variety of ingredients with symbolic meanings. For example, raw salmon represents abundance, while crackers symbolize wealth.

In Malaysia and Singapore, no traditional Chinese New Year feast is complete without the lohei (撈起) ceremony before the main meal. Loheis are available for several weeks leading up to the New Year, until the 15th day of celebrations.

The lohei ceremony involves a platter of yusheng (鱼生), which is a raw fish salad. After the platter is presented, toppings are added one by one in a ceremonial manner, each accompanied by well-wishes. Each ingredient is linked to specific phrases. For example, the sweet sauce is poured while wishing for a sweet year (甜甜蜜蜜, tian tian mimi). When the fish or seafood is added, people say “May you have surpluses every year” (年年有余, nian nian you yu), because “surplus” (余, yu) sounds like “fish” (鱼, yu).

Once all the toppings are added, diners use their chopsticks to toss (lo) the salad together while sharing their aspirations for the new year. The higher the toss (hei), the better luck is believed to come in the year ahead. However, in 2021, due to the pandemic, restaurant diners in Singapore are required to wear masks, and the customary greetings during the lohei ceremony are to be omitted.

If you are concerned about remembering the many greetings, a simple “Happy New Year” will do! The most important thing is to begin the year with positive intentions, focusing on hopes for good fortune, prosperity, and success, while refraining from any negativity. May all your wishes be fulfilled! (万事如意, wan shi ru yi)!