In China, the Year of the Rabbit brings rich red visions of Fendi and Ferraris

As big brands have sought to capitalize on Asia’s rise, commodification has come to rule Lunar New Year. Is it too much? You be the judge.

The Lunar New Year, which dawns on January 22, is the biggest bash in Asia. But no country is more spirited than the birthplace of the holiday, China, where millions will enjoy a two-week break to ring in the Year of the Rabbit. And money will flow like waterfalls—like flush revenue streams for a horde of big brands seeking to cash in, with a variety of goods ranging from Prada bags to plush toys to pots and pans.

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