Conceptually, the poster illustrates the journey home that every Chinese person will take during CNY.It's a story about the flavors of homecoming, and a beautifully crafted reminder of the tastes and traditions that unite us.

The print is richly decorated with Chinese motifs: falling plum blossoms, chirping magpies, all designed to symbolize ‘Happiness Alive”, which itself is a Chinese proverb.

There are boats traveling upstream, bringing passengers home. Smoke coming out of chimneys, signifying the warmth and love that awaits.

Starting from the top of the poster, plum blossom petals are falling, birds are happily chirping, signifying “Happiness that can be vividly shown” - another Chinese proverb.

Designed by one of China’s best-known poster designers, the print combines Chinese art styles with a modern approach: simple, elegant, dynamic, calming. Everything has its own meaning to elevate the “homecoming” concept - a journey unfolds inside the burger shape.