WIN Media, Makassar, 17/2/2026 – The 2026 Lunar New Year celebration, falling on Tuesday, February 17, 2026 (Year of the Fire Horse), brings not only traditions but also significant waves of change in the consumption patterns of the younger generation. The phenomenon of digital angpao and soaring online shopping is clear evidence that millennials and Gen Z now dominate the economic movement of this sacred moment.
According to Harry Yulianto, a digital business expert from STIE YPUP Makassar, this behavioral shift is not merely a passing trend but a fundamental change that will shape the future of seasonal product marketing. “Today’s younger generation grew up with technology. For them, convenience, speed, and flexibility are top priorities. Lunar New Year 2026 becomes a moment where tradition meets technology, and the result is an explosion of digital transactions unprecedented before,” said Harry.
Digital Angpao: Tradition Transformed in the Cashless Era
One of the most striking changes is the shift in the tradition of giving angpao from physical envelopes to digital wallets. Applications like GoPay, OVO, DANA, ShopeePay, and LinkAja compete to offer digital angpao features with various conveniences and attractive promotions.
Harry Yulianto explains the factors driving this phenomenon. “First, convenience and efficiency. No need to bother preparing new cash or special envelopes. Just a few taps on the phone, and angpao is instantly sent to even distant relatives. Second, the younger generation is more comfortable with non-cash transactions. They are already accustomed to using digital wallets for daily needs, so extending their use to Lunar New Year traditions is a natural step,” he explained.
Data from various digital payment platforms shows a surge in digital angpao transactions of up to 300 percent during the Lunar New Year period compared to regular days. Features like “collective angpao” (split bill) and “surprise angpao” (random angpao) are favorites among young people for sharing happiness with office colleagues or communities.
“Interestingly, digital angpao amounts tend to be smaller but with higher frequency. Young people prefer giving angpao to many people in small amounts rather than to a few people in large amounts. This reflects inclusive togetherness values,” added Harry.
Innovative Features Attracting the Younger Generation
Digital wallet platforms are not staying idle. They compete to present innovative features to attract the younger generation, such as:
- Custom Digital Angpao Designs: Users can choose digital envelope designs featuring Fire Horse zodiac imagery or cute Lunar New Year characters.
- Voice-Enabled Angpao: Features allowing senders to record Lunar New Year greeting voice messages that play when recipients open the angpao.
- Prize Angpao: Every angpao sent has a chance to get cashback or instant prizes from the platform.
- Integration with Social Media: Users can share angpao-giving moments to Instagram Stories or TikTok, creating viral social trends.
“These features create new experiences in giving angpao. Not just money transfers, but elements of entertainment and social interaction that make the younger generation increasingly enthusiastic,” explained Harry.
Online Shopping Surges: From Lunar New Year Outfits to Hampers
Not only angpao, the online shopping sector also experiences an extraordinary surge. E-commerce platforms like Shopee, Tokopedia, Lazada, and TikTok Shop are flooded with young buyers hunting for various Lunar New Year needs.
Data shows transaction increases of up to 250 percent for the following product categories:
- Lunar New Year Clothing: Koko shirts, cheongsam, and red and gold accessories.
- Home Decorations: Lanterns, Fire Horse zodiac decorations, and typical Lunar New Year ornaments.
- Food and Snacks: Chinese New Year cakes, pineapple tarts, cookies, and various luxury hampers.
- Prayer Supplies: Candles, incense, and other worship equipment.
- Beauty Products: Skincare and makeup for looking your best during family gatherings.
Harry Yulianto identifies several factors triggering this surge. “First, massive discounts and promotions. E-commerce offers up to 80 percent discounts, free shipping, and abundant cashback. Second, shopping convenience. Young people don’t need to leave home, avoiding traffic jams and crowds. Third, more complete product choices. They can compare prices and quality from hundreds of stores in minutes,” he explained.
The Role of Influencers and Social Commerce
The 2026 Lunar New Year online shopping phenomenon cannot be separated from the role of influencers and social commerce. Celebgrams, tiktokers, and youtubers flock to create Lunar New Year-themed content, from Lunar New Year clothing try-ons, hamper unboxings, to home decoration tutorials.
“Influencer content creates aspiration and desire among their followers. When an influencer they admire showcases a luxury hamper or beautiful Lunar New Year outfit, their followers are motivated to buy similar products. This is a highly effective form of marketing because it feels personal and authentic,” explained Harry.
TikTok Shop and Instagram Shopping platforms become favorites, allowing users to buy products directly from the content they watch. Live shopping features are also in demand, where influencers interact directly with viewers while promoting products.
Generation Z: The Main Driving Force
Harry Yulianto highlights the central role of Generation Z in these trends. “Gen Z are true digital natives. They don’t know a time before the internet. For them, online shopping and using digital wallets are normal, not choices. They are the main driving force behind the digital transformation of Lunar New Year traditions,” he said.
Gen Z’s characteristics of being easily bored and hungry for new experiences drive digital platforms to continuously innovate. They not only want to buy products but also want to gain memorable experiences, engaging content, and exciting social interactions.
“Gen Z also cares deeply about values like sustainability and ethics. They tend to choose brands that are environmentally friendly, support local MSMEs, and have positive social impact. This is a huge opportunity for business players who can communicate these values well,” added Harry.
Impact on MSMEs and Local Brands
The surge in Lunar New Year 2026 online shopping brings blessings to MSMEs and local brands. E-commerce platforms provide special features such as “Lunar New Year MSME Product Curation” or “Digital Lunar New Year Market” that make it easier for local products to be discovered by consumers.
Several MSMEs have felt this positive impact. “Their turnover increased by 200-400 percent during the Lunar New Year period. Products like cookies, snack hampers, and locally made home decorations sell like hotcakes. The key is attractive packaging and strong product stories,” he revealed.
Local brands also leverage the Lunar New Year moment to launch limited edition products with distinctive Indonesian designs combined with Lunar New Year elements. For example, horse-patterned batik, or hampers containing traditional snacks with red-gold packaging.
Challenges in the Digital Era
Behind the great opportunities, there are challenges to watch out for. Harry Yulianto mentions several:
- Transaction Security: Increased digital transactions also attract cybercriminals. Consumers need to be wary of phishing, fraud, and data breaches.
- Infrastructure Readiness: Traffic surges can cause server downtime or other technical issues.
- Intense Competition: Thousands of sellers compete for consumer attention, requiring smart marketing strategies.
- Fluctuating Consumer Behavior: Trends can change rapidly, and what’s viral today might be forgotten tomorrow.
“Business players must be adaptive and responsive. Monitor trends in real-time, prepare adequate stock, and ensure excellent customer service. In the digital era, reputation can be destroyed overnight with just one negative review,” he warned.
The Future of Lunar New Year Traditions in the Digital Era
Harry Yulianto is optimistic that digital trends in Lunar New Year celebrations will continue to evolve. “We will see more innovations, such as blockchain-based angpao, Lunar New Year experiences in the metaverse, or collectible digital products (NFTs) with Lunar New Year themes. Traditions will not disappear, only transform following the times,” he predicted.
He also emphasizes the importance of balance between digital convenience and traditional values. “Digital angpao is fine, but the essence of sharing and togetherness must be maintained. Family connections remain important, even if done through video calls. Technology is a tool, not a goal,” he concluded.
Tips for the Younger Generation Welcoming Lunar New Year 2026:
- Use Promotions Wisely: Compare prices across platforms before deciding to buy.
- Protect Data Security: Use strong passwords and enable two-factor authentication on digital wallets.
- Support Local Products: Prioritize MSMEs and local brands to help the surrounding economy.
- Maintain Connections: Use technology to connect with family, especially those far away.
- Enjoy the Process: Whether giving digital angpao or shopping online, enjoy every moment of Lunar New Year happiness
Tren Konsumsi Generasi Muda Saat Imlek 2026: Dari Angpao Digital Hingga Belanja Online Melonjak Drastis
WIN Media, Makassar, 17/2/2026 – Perayaan Tahun Baru Imlek 2026 yang jatuh pada Selasa, 17 Februari 2026 (Tahun Kuda Api) tidak hanya membawa tradisi, tetapi juga gelombang perubahan besar dalam pola konsumsi generasi muda. Fenomena angpao digital dan lonjakan belanja online menjadi bukti nyata bahwa generasi milenial dan Gen Z kini mendominasi pergerakan ekonomi momen sakral ini.
Menurut Harry Yulianto, pakar bisnis digital dari STIE YPUP Makassar, pergeseran perilaku ini bukan sekadar tren sesaat, melainkan perubahan fundamental yang akan membentuk masa depan pemasaran produk musiman. “Generasi muda saat ini tumbuh bersama teknologi. Bagi mereka, kenyamanan, kecepatan, dan fleksibilitas adalah prioritas utama. Imlek 2026 menjadi momentum di mana tradisi bertemu teknologi, dan hasilnya adalah ledakan transaksi digital yang belum pernah terjadi sebelumnya,” ujar Harry.
Angpao Digital: Tradisi Bertransformasi di Era Cashless
Salah satu perubahan paling mencolok adalah pergeseran tradisi memberikan angpao dari amplop fisik ke dompet digital. Aplikasi seperti GoPay, OVO, DANA, ShopeePay, dan LinkAja berlomba-lomba menawarkan fitur angpao digital dengan berbagai kemudahan dan promo menarik.
Harry Yulianto menjelaskan faktor-faktor yang mendorong fenomena ini. “Pertama, kemudahan dan efisiensi. Tidak perlu repot menyiapkan uang tunai baru atau amplop khusus. Cukup beberapa ketukan di ponsel, angpao terkirim instan ke kerabat yang jauh sekalipun. Kedua, generasi muda lebih nyaman dengan transaksi non-tunai. Mereka sudah terbiasa menggunakan dompet digital untuk kebutuhan sehari-hari, sehingga memperluas penggunaannya ke tradisi Imlek adalah langkah alami,” paparnya.
Data dari berbagai platform pembayaran digital menunjukkan lonjakan transaksi angpao digital hingga 300 persen selama periode Imlek dibandingkan hari biasa. Fitur seperti “angpao bersama” (split bill) dan “angpao kaget” (angpao random) menjadi favorit anak muda untuk berbagi kebahagiaan dengan teman-teman sekantor atau komunitas.
“Menariknya, nominal angpao digital cenderung lebih kecil tetapi frekuensinya lebih banyak. Generasi muda lebih suka memberi angpao kepada banyak orang dalam jumlah kecil daripada kepada segelintir orang dengan jumlah besar. Ini mencerminkan nilai kebersamaan yang inklusif,” tambah Harry.
Fitur Inovatif yang Memikat Generasi Muda
Platform dompet digital tidak tinggal diam. Mereka berlomba menghadirkan fitur-fitur inovatif untuk memikat generasi muda, seperti:
- Angpao dengan Desain Digital Kustom: Pengguna bisa memilih desain amplop digital bergambar shio Kuda Api atau karakter Imlek lucu.
- Angpao Bersuara: Fitur yang memungkinkan pengirim merekam pesan suara ucapan Imlek yang akan diputar saat penerima membuka angpao.
- Angpao Berhadiah: Setiap angpao yang dikirim berpeluang mendapatkan cashback atau hadiah langsung dari platform.
- Integrasi dengan Media Sosial: Pengguna bisa membagikan momen memberi angpao ke Instagram Story atau TikTok, menciptakan tren sosial yang viral.
“Fitur-fitur ini menciptakan pengalaman baru dalam memberi angpao. Bukan sekadar transfer uang, tapi ada unsur hiburan dan interaksi sosial yang membuat generasi muda semakin antusias,” jelas Harry.
Belanja Online Melonjak: Dari Baju Imlek hingga Hampers
Tidak hanya angpao, sektor belanja online juga mengalami lonjakan luar biasa. Platform e-commerce seperti Shopee, Tokopedia, Lazada, dan TikTok Shop dibanjiri pembeli muda yang berburu berbagai kebutuhan Imlek.
Data menunjukkan peningkatan transaksi hingga 250 persen untuk kategori produk-produk berikut:
- Pakaian Imlek: Baju koko, cheongsam, dan aksesori bernuansa merah dan emas.
- Dekorasi Rumah: Lampion, hiasan shio Kuda Api, dan pajangan khas Imlek.
- Makanan dan Camilan: Kue keranjang, nastar, kue kering, dan aneka hampers mewah.
- Perlengkapan Sembahyang: Lilin, dupa, dan perlengkapan ibadah lainnya.
- Produk Kecantikan: Perawatan kulit dan make-up untuk tampil maksimal saat berkumpul keluarga.
Harry Yulianto mengidentifikasi beberapa faktor pemicu lonjakan ini. “Pertama, diskon dan promo besar-besaran. E-commerce menawarkan diskon hingga 80 persen, gratis ongkir, dan cashback melimpah. Kedua, kemudahan berbelanja. Generasi muda tidak perlu keluar rumah, menghindari kemacetan dan keramaian. Ketiga, pilihan produk lebih lengkap. Mereka bisa membandingkan harga dan kualitas dari ratusan toko dalam hitungan menit,” paparnya.
Peran Influencer dan Social Commerce
Fenomena belanja online Imlek 2026 tidak lepas dari peran influencer dan social commerce. Para selebgram, tiktokers, dan youtubers berbondong-bondong membuat konten bertema Imlek, mulai dari try-on baju Imlek, unboxing hampers, hingga tutorial dekorasi rumah.
“Konten influencer menciptakan aspirasi dan keinginan di kalangan pengikutnya. Ketika seorang influencer yang mereka kagumi memamerkan hampers mewah atau baju Imlek cantik, pengikutnya terdorong untuk membeli produk serupa. Ini adalah bentuk pemasaran yang sangat efektif karena terasa personal dan autentik,” jelas Harry.
Platform TikTok Shop dan Instagram Shopping menjadi primadona, memungkinkan pengguna membeli produk langsung dari konten yang mereka tonton. Fitur live shopping juga diminati, di mana influencer berinteraksi langsung dengan penonton sambil mempromosikan produk.
Generasi Z: Motor Penggerak Utama
Harry Yulianto menyoroti peran sentral Generasi Z dalam tren ini. “Gen Z adalah digital native sejati. Mereka tidak mengenal masa sebelum internet. Bagi mereka, berbelanja online dan menggunakan dompet digital adalah hal yang wajar, bukan pilihan. Mereka adalah motor penggerak utama transformasi digital tradisi Imlek,” ujarnya.
Karakteristik Gen Z yang cepat bosan dan haus pengalaman baru mendorong platform digital untuk terus berinovasi. Mereka tidak hanya ingin membeli produk, tetapi juga ingin mendapatkan pengalaman berkesan, konten menarik, dan interaksi sosial yang seru.
“Gen Z juga sangat peduli dengan nilai-nilai seperti keberlanjutan dan etika. Mereka cenderung memilih brand yang ramah lingkungan, mendukung UMKM lokal, dan memiliki dampak sosial positif. Ini peluang besar bagi pelaku usaha yang bisa mengkomunikasikan nilai-nilai tersebut dengan baik,” tambah Harry.
Dampak bagi UMKM dan Brand Lokal
Lonjakan belanja online Imlek 2026 membawa berkah tersendiri bagi UMKM dan brand lokal. Platform e-commerce menyediakan fitur-fitur khusus seperti “Kurasi Produk Imlek UMKM” atau “Pasar Imlek Digital” yang memudahkan produk lokal ditemukan konsumen.
Beberapa UMKM merasakan dampak positif ini. “Omzet mereka naik 200-400 persen selama periode Imlek. Produk-produk seperti kue kering, hampers makanan ringan, hingga dekorasi rumah buatan lokal laris manis. Yang penting adalah kemasan menarik dan cerita produk yang kuat,” ungkapnya.
Brand lokal juga memanfaatkan momen Imlek untuk meluncurkan produk edisi terbatas dengan desain khas Indonesia yang dipadukan elemen Imlek. Misalnya, batik bermotif kuda, atau hampers berisi camilan tradisional dengan kemasan merah-emas.
Tantangan di Era Digital
Di balik peluang besar, ada tantangan yang perlu diwaspadai. Harry Yulianto menyebutkan beberapa di antaranya:
- Keamanan Transaksi: Meningkatnya transaksi digital juga menarik perhatian pelaku kejahatan siber. Konsumen perlu waspada terhadap phishing, penipuan, dan kebocoran data.
- Kesiapan Infrastruktur: Lonjakan trafik bisa menyebabkan server down atau gangguan teknis lainnya.
- Persaingan Ketat: Ribuan penjual berebut perhatian konsumen, sehingga diperlukan strategi pemasaran yang cerdas.
- Perilaku Konsumen yang Fluktuatif: Tren bisa berubah cepat, dan apa yang viral hari ini bisa dilupakan besok.
“Pelaku usaha harus adaptif dan responsif. Pantau tren secara real-time, siapkan stok yang cukup, dan pastikan layanan pelanggan prima. Di era digital, reputasi bisa hancur dalam semalam jika ada satu saja ulasan negatif,” peringatnya.
Masa Depan Tradisi Imlek di Era Digital
Harry Yulianto optimis bahwa tren digital dalam perayaan Imlek akan terus berkembang. “Kita akan melihat lebih banyak inovasi, seperti angpao berbasis blockchain, pengalaman Imlek di metaverse, atau produk digital koleksi (NFT) bertema Imlek. Tradisi tidak akan hilang, hanya bertransformasi mengikuti perkembangan zaman,” prediksinya.
Ia juga menekankan pentingnya keseimbangan antara kemudahan digital dan nilai-nilai tradisional. “Angpao digital boleh saja, tapi esensi berbagi dan kebersamaan harus tetap dijaga. Silaturahmi keluarga tetap penting, meski dilakukan melalui video call. Teknologi adalah alat, bukan tujuan,” pungkasnya.
Tips bagi Generasi Muda Menyambut Imlek 2026:
- Manfaatkan Promo dengan Bijak: Bandingkan harga di berbagai platform sebelum memutuskan membeli.
- Jaga Keamanan Data: Gunakan kata sandi kuat dan aktifkan autentikasi dua faktor pada dompet digital.
- Dukung Produk Lokal: Prioritaskan UMKM dan brand lokal untuk membantu perekonomian sekitar.
- Tetap Jalin Silaturahmi: Manfaatkan teknologi untuk terhubung dengan keluarga, terutama yang jauh di rantau.
- Nikmati Prosesnya: Baik memberi angpao digital maupun berbelanja online, nikmati setiap momen kebahagiaan Imlek.