The Bring Happiness Home (BHH) campaign, launched by PepsiCo in Beijing on Thursday, will be taken overseas for the first time in 2015, as New York City's Times Square will broadcast the winning entry of a mini-movie competition.
This year's participants will be encouraged to share their stories through self-made mini-movies, in which the familial joy that is attained through the reunion process of the Spring Festival can be portrayed in video form.
In light of the BHH announcement, the Chinese media have referred to the results of a recent survey, which showed that over 45 percent of the young respondents were more involved with their "mobile phones and computers" during Spring Festival, and did not use the yearly event to spend time with their parents and other family members.
The mini-movie contest is seen as a mechanism that will unite young people with their parents by incorporating 21st-century technology into the equation.
PepsiCo has struck a partnership deal with video-making app Meipai for this year's BHH in support of the competition. A micro-film compilation will be made from the best mini-movie entries, and it will then be broadcast at the same time in both China and New York City, while the latter celebrates the Happy Spring Festival (HSF).
PepsiCo will also support the China Women's Development Foundation (CWDF) for the third consecutive year as part of this year's festival.
Yu Hongqiu, vice chairwoman of the CWDF, informed the media:
"PepsiCo has been providing support for the Mother Water Cellar (MWC) program over the past 14 years, and remains an important contributor to the development of CWDF."
During the BHH, donations can be made to the CWDF program, Postal Parcel for Mothers (PPM). Donors will be required to scan a QR code with their mobile phones.