Twitter ushers in roaring Year of the Tiger with custom emoji

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To usher in the Year of The Tiger, Twitter has released a custom emoji that will appear alongside tweets about the Lunar New Year. From 25 January onwards, the custom emoji will appear alongside hashtags such as #HappyNewYear, #HuatAh, #新年快乐 (Happy New Year in Simplified Chinese), #新年快樂, (Happy New Year in Traditional Chinese), and #旧正月 (Old New Year). According to Twitter, the emoji will also appear for tweets in other languages such as Bahasa Malaysia, Bahasa Indonesia, Thai, Vietnamese, Tagalog, and Korean.

"The Lunar New Year emoji is launched as a part of celebration around the region, where people can share their well-wishes to their loved ones and memorable experiences during the festivity," a Twitter's spokesperson told MARKETING-INTERACTIVE. The spokesperson added that the social media platform is all about what is happening around the region, and how people connect with each other. "We are always highlighting the different voices, culture, and celebrations on Twitter, including Lunar New Year or the Spring Festival," explained the spokesperson.

Aside from releasing its custom emoji, Twitter said that it is also planning on leveraging its official accounts in Singapore, Indonesia, Thailand and the Philippines to invite user to share well wishes, festive experiences and tell interesting stories during the Lunar New Year celebrations.

It is a practice for Twitter to unveil custom emojis for topical events. In 2020 and 2018, it released one for the Singapore and Malaysia General Elections respectively. It also released one in 2017 for Singapore's then president-elect Halimah Yacob shortly after her presidential victory.

Separately on the leadership front, Twitter promoted Mitchell Kreuch to MD of Southeast Asia, reporting to Yu Sasamoto, Twitter's VP of APAC. Based in Singapore, Kreuch is responsible for continuing and accelerating Twitter's revenue growth in Southeast Asia. He previously led Twitter's agency development in Asia Pacific for the past two years and has been a key part of its successful agency approach across the region. Kreuch succeeds Arvinder Gujral who left last August.

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