欧洲春节年味足 庆祝活动嗨翻天

Items designed for Chinese New Year on display in Harrods Department Store in London, UK, Feb 2, 2016. [Photo by Liu Jing/chinadaily.com.cn]

2016年2月2日，以中国年为主题的饰品在英国伦敦的哈罗德百货公司展销。（图片来源：中国日报网）

As many Chinese are returning home for the Chinese lunar new year, or Spring Festival celebration, it is also being gradually accepted by Europeans: schools are starting to teach that side of Chinese culture to children, adults attend special events, and even businesses take the opportunity to use the festival for promotion.

在大批中国人赶着回家过农历新年，也就是春节之际，中国新年也逐渐为欧洲各国人民所接受。学校开始教授孩子们关于春节的文化传统；成年人参加与春节相关的各种活动；就连商场也借这个噱头进行促销。

In the European capitals of London, Brussels and Paris, the atmosphere is easy to feel as the year of Monkey approaches. Shopping centers are trying their best to broaden their appeal to Chinese consumers with offers, discounts and presentations featuring Chinese elements.

在伦敦、布鲁塞尔和巴黎等欧洲各国首都，随着猴年的临近，“年味”也越来越浓。购物中心施展浑身解数吸引中国顾客，不但赠送礼品、提供折扣，还举办以中国元素为特色的大大小小的展销会。

***伦敦***

The high-end department store Harrods in London has partnered with Hong Kong-based toy-art brand Papinee to create an exclusive Chinese New Year toy, the Harrods Happy Monkey.

高端百货商店伦敦哈罗德百货公司与香港玩具艺术品牌Papinee展开合作，独家推出了一款名叫“哈罗德快乐猴”的中国年玩具。

The soft toy, available from January and displayed in the department's windows, is decorated with symbols representing happiness, luck and positive energy in shape of motifs such as hearts, four-leaf clovers and horse shoes, according to the department.

据哈罗德百货公司透漏，这款布公仔玩具自一月份起发售，并在公司的橱窗中展出。“哈罗德快乐猴”的装饰图案有心形、四叶草、马蹄铁等，寓意着幸福、好运和正能量。

The Harrods Happy Monkey is displayed in the window of Harrods Department Store in London, UK, Feb 2, 2016. [Photo by Liu Jing/chinadaily.com.cn]

2016年2月2日，“哈罗德快乐猴”在哈罗德百货公司的橱窗中展出。（图片来源：中国日报网）

The department store's souvenir shop also offers various items designed for the year of monkey, ranging from purses and pens to key rings and cups. A traditional Chinese-style decoration door is placed for customers to offer their wish cards for the coming festival.

哈罗德百货公司的纪念品店也有以猴年为主题的各式商品出售，从钱包和钢笔到钥匙扣和杯子。商店还特别安置了一扇中国传统风格的装饰门，顾客可以在卡片上写下来年愿望，并把它悬挂在门上。

In Chinese folklore the monkey represent cleverness and agility.

在中国的民俗文化中，猴是聪明和灵巧的象征。

Kyle, a manager of the department, who didn't give his full name, said that the store has celebrated the traditional Chinese festival for many years. "We have a lot of Chinese tourists here and they will be very interested to see this," he said.

百货商店的经理凯尔（Kyle，全名不详）说公司庆祝春节有好几年了。他说：“有大批中国游客来我们这儿购物，他们看到这些商品肯定会很感兴趣。”

Sunkiran Boyal, a shopping assistant for cosmetics in Harrods, said Chinese customers are their most loyal clients and her brand has prepared special offers to thank them. The Estee Lauder brand has rolled out a new bottle design with golden-colored main body and a red monkey pendant.

这家百货公司的化妆品售货员萨瑞恩•波尔说中国消费者是公司最忠实的顾客。她销售的品牌为感谢他们还准备了优惠活动。雅诗兰黛品牌推出一款新品，瓶身主体是金色，瓶子上还有一个红色的猴子挂饰。

Hand-held fans designed by aristist Sun Yinjie displayed in Selfridges store in London, UK. [Photo provided to chinadaily.com.cn]

英国伦敦塞尔福里奇百货展出由艺术家孙寅杰设计的折扇。（图片来源：中国日报网）

"Chinese customers really like the new design and they can get the product with the new bottle for no extra charge," she said. "We also give them samples wrapped in red envelopes to say thank you and celebrate the festival with them."

她说：“中国顾客特别喜欢这种新包装，而且他们也不用为此而额外花钱。我们还赠送大红信封包着的试用品，以此来感谢他们，与他们一起庆祝春节。”

Other department stores have followed suit. Selfridge department store offers its customers a complimentary hand fan, which can be decorated by a Chinese artist with a personal message or a bespoke design when spending 100 pounds or more on accessories.

其它的百货公司也在跟风。塞尔福里奇百货给顾客赠送折扇。多花100英镑或更多，中国艺术家还将会为顾客在折扇上题名，甚至进行量身定制。

Sun Yinjie, a Chinese painter invited by the department to paint the fans, said this is his second time to be invited. He has also been asked to participate in another celebration by BBC.

这名艺术家就是孙寅杰，塞尔福里奇百货邀请他来为折扇绘图，这已经是他第二次受邀了。此前BBC也邀请他参与另一场庆祝春节的活动。

"I have been in UK for more than eight years and I'm glad to see more activities about Chinese New Year in the country. This is apparently a result of China's growing economic and political status," he said.

他说：“我住在英国超过8年了。我很乐意看到英国有更多庆祝春节的活动。很明显，这是中国的经济增长和政治地位上升所带来的结果。”

Chinese food on sale at a Tesco supermarket in London, UK, Feb 2, 2016. [Photo by Liu Jing/chinadaily.com.cn]

2016年2月2日，英国伦敦特易购超市在促销中国食品。（图片来源：中国日报网）

Many retailers are also trying to tap the market in China. The Cambridge Satchel Company, for example, is offering buyers a special discount and free embossing of a monkey symbol on all the red bags they buy in the brand's online store.

许多零售商趁机开拓中国市场。例如，剑桥包公司（The Cambridge Satchel Company）为所有在其网上商店购买红色剑桥包的顾客提供特别折扣，并免费为这些包印上猴子图案。

Moreover, many local supermarkets have put more Chinese food on sale to celebrate the festival and Chinese recipes, including those for spring rolls and dumplings, are offered on their websites for those who prefer to cook themselves a New Year feast at home.

此外，为庆祝春节，当地许多超市将更多的中式食品列入促销范围。超市官网上提供春卷和饺子等食品的烹饪方法，方便除夕夜那一天有意在家中制作这些中式食品的人。

***布鲁塞尔***

Belgian supermarket Cora is having a special promotion to celebrate Chinese New Year between 25th January and 6th of February, offering a variety of Asian food at low prices. [Photo by Gao Shuang/chinadaily.com.cn]

1月15日到2月6日，比利时的科拉超市(Cora)提供特别优惠，低价促销一系列亚洲食品来庆祝春节。（图片来源：中国日报网）

In Brussels, Belgian supermarket Cora started a special promotion to celebrate Chinese New Year last Monday, 25th January. The promotion will continue until Saturday, 6th of February.

上周一，也就是1月25日起，比利时布鲁塞尔的科拉超市发起庆祝春节的特别优惠活动。活动将一直持续到2月6日。

The promotion consists of discount for Asian food that is particularly aimed at celebrating Chinese New Year such as spring rolls, dumplings and prawn crackers, as well as discounts for ingredients such as soya sauce, noodles and pots. In addition, exotic decorations are also part of the sales.

科拉超市优惠的商品有为庆祝春节推出的春卷、饺子和虾片等亚洲食品，还有酱油、面条和锅等烹饪配料与器具。此外，颇具异域风情的装饰也是此次促销活动的一部分。

Irsuto Francesco, manager of food section in Cora, said the store has been doing special promotion for Chinese New Year for over 15 years since Belgians love Chinese food and the promotion has proved successful at attracting more customers.

科拉超市食品区的经理伊尔苏特•弗朗西斯科说超市举办庆祝中国年的特别促销活动已经超过15年了。比利时人喜欢吃中国菜，因而活动能成功吸引到更多的消费者。

"We received a lot of positive feedback every year and we hope that we could enlarge our promotion next year, in order to provide wider choices for our customers who would like to try something authentic during Chinese New Year," added Francesco.

弗兰西斯科还补充道：“每年我们都会收到许多好评。明年，我们希望能扩大活动范围，为那些想尝尝地道中国年味的顾客提供更广泛的选择。”

Walter Bontez, a 69-year-old retiree, knows that Chinese New Year is the most important event for Chinese people and food plays an important role.

69岁的退休老人沃尔特•邦特兹了解到，春节对中国人来说是最重要的节日，而在这个节日中美食更是不可或缺。

"I love Chinese food. I eat Chinese food regularly and sometimes I even prepare it by myself. Every year I come to Cora for this special promotion. My favorite Chinese dish is fried noodle," said Bontez.

邦特兹说：“我喜欢中式食物，也常常吃中餐，有时甚至自己动手烹饪。每年我都会去科拉超市参加促销活动。我最爱的中餐是炒面。”

The promotion is also triggering the interest of Chinese living in Brussels. Yang Chun, from the Chinese embassy, said that at the promotion she finds more Asian goods than at other times and the low price is also attractive.

这样的促销活动同时也激起了住在布鲁塞尔的中国人的兴趣。中国大使馆工作人员杨春（音）说，她发现在促销期间，亚洲的商品比平时更多，并且它们低廉的价格也很诱人。

Promotion brochure of Cora for Chinese New Year. [Photo by Gao Shuang/chinadaily.com.cn]

科拉超市庆祝中国新年的促销广告。（图片来源：中国日报网）

***巴黎***

In Paris, the French capital' renowned department stores have already prepared to welcome Chinese shoppers during spring festivals with red-colored products, Chinese posters, Mandarin-speaking staff and VIP services.

在法国巴黎，各大知名百货公司已经做好了在春节期间迎接中国购物者的准备。这些公司提供颜色为中国红的产品，贴出中文海报，雇佣讲普通话的员工，还推出贵宾服务。

At the Champs-Elysees, home to some of the world's most famous luxury labels, Chinese New Year elements already can be found one week ahead of the festival. For example, in the window of luxury brand Montblanc, a red Chinese monkey can be seen at the window background with customized Monkey Year pens.

春节前一周，全球最著名的几大奢侈品牌的发源地——香榭丽舍大道就已经推出了带有中国元素的产品。例如，奢侈品牌万宝龙的橱窗背景里是一只红色的中国猴，陈列台上摆放着定制的猴年钢笔。

One of Paris most popular attractions, La Vallee Village, an outlet mall specializing in the sale of discounted designer brands, has already decorated its village full of Chinese new year symbols. Red flowers and many signs in Chinese saying "Happy Chinese New Year" can be seen in the shopping village everywhere.

巴黎最受欢迎的景点之一——山谷购物村，是一家品牌专营购物商场，以出售打折的设计师品牌产品为特色。这家商场已经充满了中国新年元素的装饰。红色的鲜花和用中文写着“新春快乐”的标志在这里随处可见。

In the window of luxury brand Montblanc at the Champs-Elysees, a red Chinese monkey can be seen in a display featuring customized Monkey Year pens. [Photo by Tuo Yannan/chinadaily.com.cn]

香榭丽舍大道奢侈品牌万宝龙的橱窗中陈列着可定制的猴年钢笔，背景处可见一只猴的图案。（图片来源：中国日报网）

Marisa Minelli, senior tourism manager at La Vallee, says recent years the village celebrates the Chinese New Year with different decorations, and offers traditional Chinese red envelopes containing coupons for customers.

山谷购物村高级旅游经理玛丽莎•米内利说，近几年购物村以各种不同的装饰庆祝中国新年，并赠送顾客大红信封包着的优惠券。

This year is also the 12th year of the French post office, La Poste, issuing Chinese New Year stamps. Started from Jan 29, French people can buy money stamps from post offices.

今年也是法国邮政局发行中国新年邮票第12年。自1月29日起，法国人可以在邮政局买到邮票。

Many districts in Paris will celebrate the Chinese New Year, for example, from Feb 5 to 12, at 13th district, which has a large Asian population, there are Chinese New Year celebration events every day. On the first day, Feb 5, in front of the district city hall, at Careau du Temple, there will be a dragon dance and there will also be Chinese martial arts classes or Chinese culture seminars.

巴黎许多地区都会庆祝中国新年。例如，有着大量亚洲人口的十三区，2月5日到12日每天都会举行庆祝活动。春节第一天，也就是2月5日，十三区市政厅前的圣殿广场将举行舞狮表演，还有中国武术班和中国文化讨论会。

More than 300 French people will also attend an event held by the Paris China Culture Center on Feb 6, when there will be a big celebration with traditional Chinese calligraphy writing,mah-jong, Chinese opera and Chinese food tasting.

2月6日，将有逾300名法国民众参加巴黎中国文化中心举办的大型活动，届时人们将书写毛笔字、打麻将、欣赏中国戏剧、品尝中式食品。

Chinese characters read Happy Chinese New Year (L) on the window of a duty free shop at Charles de Gaulle Airport in Paris. [Photo by Tuo Yannan/chinadaily.com.cn]

巴黎戴高乐机场免税店的橱窗上用中文写着新年快乐。（图片来源：中国日报网）