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! <\/p>\n
We welcomed Chinese New Year 2025 and invited you to \u201cslip\u201d 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!<\/p>\n
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.<\/p>\n<\/li>\n<\/ul>\n
To celebrate the new year, we designed a campaign that combined television with the digital world:<\/p>\n
TV Spot: Our spot was based on the concept of the game \u201cSnake,\u201d inviting you to keep your festive spirit alive even after Christmas.<\/p>\n<\/li>\n
ORI \u2013 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!<\/p>\n<\/li>\n
Social Media: Through digital campaigns, we shared our own take on the Snake, filling your screens with energy and unpredictable style.<\/p>\n<\/li>\n<\/ul>\n
Chinese New Year isn\u2019t complete without a \u201cSnake\u201d! Our idea came to life on our website, where the beloved classic game was reborn. <\/p>\n
Game On: Thousands of players tried to \u201ceat\u201d as many Oriental Express Noodles as they could, avoiding traps to reach the top of the ranking.<\/p>\n<\/li>\n
Prizes: 10 lucky players won a month\u2019s worth of meals, making the start of the year even more enjoyable!<\/p>\n<\/li>\n<\/ul>\n