Spring Festival push lifts US brands' hopes of succeeding in Chinese market

NEW YORK - From NBA teams to luxury brands, American industries are sparing no efforts in cashing in on the holiday season of the Chinese Lunar New Year, which began on Feb 5, to reach out to China's exploding market for the middle-income group.

As a colorful annual festivity, the celebrations of the Chinese New Year, or Spring Festival, will continue through Tuesday.

This year's holiday season, in particular, is a natural promotion opportunity for global businesses because it is the Year of the Pig in Chinese zodiac which represents good fortune and wealth.