Launched in 2001 by the Ministry of Culture and Tourism, Happy Chinese New Year is the ministry's annual brand activity to celebrate the Spring Festival with global festivities held in more than 100 countries to share Chinese culture with worldwide audiences.

For the 2023 Chinese New Year celebrations, a mascot, a cute Rabbit character, was first created to increase brand awareness for the global event. In addition, various online and offline events will be held both at home and abroad, including concerts, temple fairs, screenings, and a bicycle decoration competition themed on the animals of the Chinese zodiac.