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  • London Live Sales

Chinese New Year

The Year of the Golden Ox celebrations on London Live


From China Town to Trafalgar Square, Chinese New Year returns to London Live in February, marking the first day of the Lunar New Year, with 2021 ushering in the Year of the Ox.


With eruptions of celebration, mouth-watering food and exciting artistic and acrobatic performances, Chinese New Year in London is the largest event outside of Asia attracting hundreds of thousands of people each year.


A variety show of epic proportions; bear witness to the gravity-defying lion dance on high poles and the magnificent parade featuring the largest gathering of Chinese lions and dragons in Europe.


The London Chinatown Chinese Association (LCCA) organises and produces the Chinese New Year Celebration in London. To celebrate the Year of the Golden Ox, the LLCA showcases new performances alongside the best of 2020 highlights. Broadcasting on London Live, 14 February 2021, Wang Bo and Phoebe Haines host in both English and Mandarin.


Lawrence Ma at LCCA said, “We’ve had the pleasure in collaborating with London Live, a profound wide-reaching TV Platform. The result from the collaboration is noticeably outstanding, with the delivery of deep penetration into the discerning groups and audiences in the UK, reaching out to a much wider spectrum across multiple channels and platforms, which we are never able to achieve on our own. The collaboration has proven to have an impact upon the growth of this annual Cultural Event”.


images by Jon Mo/LCCA


A programme that encapsulates the atmosphere, vibrancy and traditions; featured artists include:


The Red Poppy Ladies Percussion Group, whose work includes the drum sequence's choreography at the 2008 Beijing Olympics.


Aurora Percussion Duo, winners of the 60th edition of the prestigious Royal Overseas League Ensemble Award in 2012, produce adrenaline-fuelled concert performances that are visually spectacular.


While the Henan Shaolin Temple Monks showcase animal-style boxing in a display of extraordinary skill and agility.


Performances from the UK’s Chung Ching Dragon and Lion Troupe, Guizhou Song and Dance Theatre, Shanghai Theatre Academy, with vocals from Jixiangsanbao, Alan Chan, Jane Maria and Ovin Adekale, Jane Duan adding further depth to the programme.


Broadcast partners since 2015, coverage of Chinese New Year on London Live has reached over 300,000 viewers, with 57,000 in 2020, three times that of the previous year.


On average, the viewer profile is formed of 36% ABC1 Adults, 41% 65+ Adults and 28% BAME (Black, Asian and Minority ethnic).


With a strong female profile of 69% in 2020, the programme was 10th most watched during its broadcasting hour. The number of Adults watching outperformed ITV and Sky 1 with a 1.7% share of viewing and 20,000 average audience.


Please contact the London Live Sales Team for advertising opportunities.