Temper Tasties: Oh Rats. Buhhhberry Launches Online Game Celebrating Chinese New Year

The game, available on Burberry’s website, has players control a central character called “Ratberry,” inspired by the limited-edition Thomas Burberry Monogram motif in honor of the Year of the Rat.

Bounce the character upwards between platforms, aiming to get as high as possible, all the while collecting gold coins and catching Chinese lanterns as you go.

For all intents and purposes, the game is just a repetition of ‘B-Bounce’, the brand’s first-ever, yet somehow not last-ever, online game released in October 2019.

Nevertheless, on a broader level, this Burberry Revisited “drama” represents the growing interest fashion brands are taking in the world of gaming.

According to Burberry, “Ratberry” is the central character in a world inspired by the limited-edition Thomas Burberry Monogram motif in honor of the Year of the Rat this year. The luxury brand apparently noticed a growing appetite for gaming among younger consumers, particularly in China. And decided to get jiggy with it. As such, Ratberry aims to connect with the Burberry community online.

To drive traction to its game, Burberry has also released Chinese (forgive us) New Year stickers across WeChat, featuring Ratberry and products from the associated Year of the Rat capsule collection.

The luxury brand has opted for a slightly different approach this major lunar holiday season around, after its seasonal campaign in 2019 raised an eyebrow or two in the Middle Kingdom for being too somber and coming off as, and we quote Sina Weibo followers, “horrific.”

One of the campaign images posted on Burberry’s Twitter page featured eight solemn-looking models across generations posing for a family photo in Burberry outfits. According to the brand, the picture was meant to celebrate “togetherness”, an important value in Lunar New Year.

However, netizens described the ad to be “terrifying,” likening the models to “ghosts” and commenting if this was actually an ad “meant for Lunar New Year or a funeral.” On the fun flipside of things, then…

For the full 2020 World of Ratberry reveal slash manual, we must sadly redirect you to FashionUnited

right here!

Models Zhou Dongyu, Liang Jiyuan, and He Cong are featured in Burberry’s 2020 Chinese New Year campaign in bright red accessories and fashion. Designer: Ricardo Tisci. Photography by Leslie Zhang. Image via Burberry

Models Zhou Dongyu, Liang Jiyuan, and He Cong are featured in Burberry's 2020 Chinese New Year campaign in bright red accessories and fashion. Shot by Leslie Zhang. Image via Burberry

Yet despair not; more tasty goodies are here! Aside from rats bouncing up and down, and swinging all around, the 2020 Burberry campaign launched alongside a special Chinese New Year collection starring brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan.

Shot by photographer Leslie Zhang, the campaign highlights Burberry’s blatantly red collection, featuring refined tailoring and sports-influenced pieces, as well as new iterations of the British label’s iconic Union sneaker and Lola bag.

For those who can no longer bear the anticipation of red revelations, check out the Burberry CNY 2020 campaign as portrayed by Leslie Zhang right here!

Get your Ratbuhhrry on, dahhhling.

ORIGINAL SNIPPETS PUBLISHED BY FashionUnited, 2020. ALL RIGHTS RESERVED

ADDITIONAL EDITING BY ELSBETH VAN PARIDON FOR TEMPER MAGAZINE

FEATURED IMAGE: NIKE, CHINESE NEW YEAR OF THE RAT, 2020. IMAGE VIA NIKE

TEMPER MAGAZINE DOES NOT OWN ANY OF THE ABOVE ENGLISH CONTENT. ALL FEATURED ENGLISH CONTENT WAS RE-PUBLISHED BY TEMPER MAGAZINE AND ORIGINALLY BELONGS TO FASHIONUNITED, 2020. ALL RIGHTS RESERVED.

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Elsbeth van Paridon

China Fashion, Design and Urban Culture Groupie, Editor-in-Chief at The China Temper

Elsbeth van Paridon holds a degree in Sinology and additionally is just another run-of-the-mill fashion aficionada. After tackling Beijing for some six years and living in Hong Kong for a bit, van Paridon managed to claw her way through a Europe-based academic endeavor called Journalism in 2018 and as of 2020 once again finds herself pounding the pavements of China, from Shanghai to Da Jing.

Perpetually in pursuit of the greater good that is “China Fashion”, van Paridon set up The China Temper to help promote the dynamite dynamic fashion scene sprouting within Beijing, Shanghai, and China overall. Catering to anybody and everybody who reads English and/or Chinese, Temper covers all the basics and bases. From China's street style scenery to its budding photographers, internationally renowned designers, and underground quirks plus phenomena: We present one hot-hip-happening current collective weaving The New "Made in China" tag.

The term “Made in China” is undergoing the ultimate 21st Century makeover. Escorted by the increasingly strong influence of a new thinking among China’s younger generations, regarding individuality and the expression thereof, the fashion scene in the Middle Kingdom is exploding. And stretches far beyond what meets the eye. It’s appliqué, one might say.