Chinese New Year 2025 – The Year of the Snake – Ori

Every new year in the Chinese calendar is represented by an animal and its element. In total, there are 12 animals, corresponding to the twelve-year cycle of Chinese astrology. In 2025, the lunar new year began on January 29, and the Dragon gave way to the Snake!

We welcomed Chinese New Year 2025 and invited you to “slip” into luck with Oriental Express. Oriental Express arrived at the station for yet another year, traveling along a route full of surprises, marking the start of the festive celebrations and the arrival of the new Chinese year!

From the Dragon to the Snake: A Journey Full of Luck

The Arrival of the Snake: Where the Dragon impressed with its strength, the Snake has come to offer its wisdom and flexibility, guiding us into a year full of achievements.

Our Campaign: When Tradition Met the Future

To celebrate the new year, we designed a campaign that combined television with the digital world:

TV Spot: Our spot was based on the concept of the game “Snake,” inviting you to keep your festive spirit alive even after Christmas.
ORI – The AI Snake: We introduced ORI, the most futuristic snake made of code and algorithms, through a groundbreaking AI video infused with 100% Oriental Express spirit!
Social Media: Through digital campaigns, we shared our own take on the Snake, filling your screens with energy and unpredictable style.

Snake Remastered!

Chinese New Year isn’t complete without a “Snake”! Our idea came to life on our website, where the beloved classic game was reborn.

Game On: Thousands of players tried to “eat” as many Oriental Express Noodles as they could, avoiding traps to reach the top of the ranking.
Prizes: 10 lucky players won a month’s worth of meals, making the start of the year even more enjoyable!

You may also read: The Year of The Dragon