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，以中國年為主題的飾品在英國倫敦的哈羅德百貨公司展銷。（圖片來源：中國日報網）

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.
在大批中國人趕著回家過農歷新年，也就是春節之際，中國新年也逐漸為歐洲各國人民所接受。學校開始教授孩子們關于春節的文化傳統；成年人參加與春節相關的各種活動；就連商場也借這個噱頭進行促銷。

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.
在倫敦、布魯塞爾和巴黎等歐洲各國首都，隨著猴年的臨近，“年味”也越來越濃。購物中心施展渾身解數吸引中國顧客，不但贈送禮品、提供折扣，還舉辦以中國元素為特色的大大小小的展銷會。

***倫敦***

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.
高端百貨商店倫敦哈羅德百貨公司與香港玩具藝術品牌Papinee展開合作，獨家推出了一款名叫“哈羅德快樂猴”的中國年玩具。

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.
據哈羅德百貨公司透漏，這款布公仔玩具自一月份起發售，并在公司的櫥窗中展出。“哈羅德快樂猴”的裝飾圖案有心形、四葉草、馬蹄鐵等，寓意著幸福、好運和正能量。

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，“哈羅德快樂猴”在哈羅德百貨公司的櫥窗中展出。（圖片來源：中國日報網）

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.
哈羅德百貨公司的紀念品店也有以猴年為主題的各式商品出售，從錢包和鋼筆到鑰匙扣和杯子。商店還特別安置了一扇中國傳統風格的裝飾門，顧客可以在卡片上寫下來年愿望，并把它懸掛在門上。

In Chinese folklore the monkey represent cleverness and agility.
在中國的民俗文化中，猴是聰明和靈巧的象征。

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.
百貨商店的經理凱爾（Kyle，全名不詳）說公司慶祝春節有好幾年了。他說：“有大批中國游客來我們這兒購物，他們看到這些商品肯定會很感興趣。”

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.
這家百貨公司的化妝品售貨員薩瑞恩?波爾說中國消費者是公司最忠實的顧客。她銷售的品牌為感謝他們還準備了優惠活動。雅詩蘭黛品牌推出一款新品，瓶身主體是金色，瓶子上還有一個紅色的猴子掛飾。

Hand-held fans designed by aristist Sun Yinjie displayed in Selfridges store in London, UK. [Photo provided to chinadaily.com.cn]
英國倫敦塞爾福里奇百貨展出由藝術家孫寅杰設計的折扇。（圖片來源：中國日報網）

"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."
她說：“中國顧客特別喜歡這種新包裝，而且他們也不用為此而額外花錢。我們還贈送大紅信封包著的試用品，以此來感謝他們，與他們一起慶祝春節。”

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.
其它的百貨公司也在跟風。塞爾福里奇百貨給顧客贈送折扇。多花100英鎊或更多，中國藝術家還將會為顧客在折扇上題名，甚至進行量身定制。

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.
這名藝術家就是孫寅杰，塞爾福里奇百貨邀請他來為折扇繪圖，這已經是他第二次受邀了。此前BBC也邀請他參與另一場慶祝春節的活動。

"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.
他說：“我住在英國超過8年了。我很樂意看到英國有更多慶祝春節的活動。很明顯，這是中國的經濟增長和政治地位上升所帶來的結果。”

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，英國倫敦特易購超市在促銷中國食品。（圖片來源：中國日報網）

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.
許多零售商趁機開拓中國市場。例如，劍橋包公司（The Cambridge Satchel Company）為所有在其網上商店購買紅色劍橋包的顧客提供特別折扣，并免費為這些包印上猴子圖案。

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，為慶祝春節，當地許多超市將更多的中式食品列入促銷范圍。超市官網上提供春卷和餃子等食品的烹飪方法，方便除夕夜那一天有意在家中制作這些中式食品的人。

***布魯塞爾***

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，比利時的科拉超市(Cora)提供特別優惠，低價促銷一系列亞洲食品來慶祝春節。（圖片來源：中國日報網）

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，比利時布魯塞爾的科拉超市發起慶祝春節的特別優惠活動。活動將一直持續到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.
科拉超市優惠的商品有為慶祝春節推出的春卷、餃子和蝦片等亞洲食品，還有醬油、面條和鍋等烹飪配料與器具。此外，頗具異域風情的裝飾也是此次促銷活動的一部分。

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.
科拉超市食品區的經理伊爾蘇特?弗朗西斯科說超市舉辦慶祝中國年的特別促銷活動已經超過15年了。比利時人喜歡吃中國菜，因而活動能成功吸引到更多的消費者。

"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.
弗蘭西斯科還補充道：“每年我們都會收到許多好評。明年，我們希望能擴大活動范圍，為那些想嘗嘗地道中國年味的顧客提供更廣泛的選擇。”

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歲的退休老人沃爾特?邦特茲了解到，春節對中國人來說是最重要的節日，而在這個節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.
邦特茲說：“我喜歡中式食物，也常常吃中餐，有時甚至自己動手烹飪。每年我都會去科拉超市參加促銷活動。我最愛的中餐是炒面。”

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.
這樣的促銷活動同時也激起了住在布魯塞爾的中國人的興趣。中國大使館工作人員楊春（音）說，她發現在促銷期間，亞洲的商品比平時更多，并且它們低廉的價格也很誘人。

Promotion brochure of Cora for Chinese New Year. [Photo by Gao Shuang/chinadaily.com.cn]
科拉超市慶祝中國新年的促銷廣告。（圖片來源：中國日報網）

***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.
在法國巴黎，各大知名百貨公司已經做好了在春節期間迎接中國購物者的準備。這些公司提供顏色為中國紅的產品，貼出中文海報，雇傭講普通話的員工，還推出貴賓服務。

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.
春節前一周，全球最著名的幾大奢侈品牌的發源地——香榭麗舍大道就已經推出了帶有中國元素的產品。例如，奢侈品牌萬寶龍的櫥窗背景里是一只紅色的中國猴，陳列臺上擺放著定制的猴年鋼筆。

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.
巴黎最受歡迎的景點之一——山谷購物村，是一家品牌專營購物商場，以出售打折的設計師品牌產品為特色。這家商場已經充滿了中國新年元素的裝飾。紅色的鮮花和用中文寫著“新春快樂”的標志在這里隨處可見。

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]
香榭麗舍大道奢侈品牌萬寶龍的櫥窗中陳列著可定制的猴年鋼筆，背景處可見一只猴的圖案。（圖片來源：中國日報網）

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.
山谷購物村高級旅游經理瑪麗莎?米內利說，近幾年購物村以各種不同的裝飾慶祝中國新年，并贈送顧客大紅信封包著的優惠券。

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.
今年也是法國郵政局發行中國新年郵票第12年。自1月29日起，法國人可以在郵政局買到郵票。

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.
巴黎許多地區都會慶祝中國新年。例如，有著大量亞洲人口的十三區，2月5日到12日每天都會舉行慶祝活動。春節第一天，也就是2月5日，十三區市政廳前的圣殿廣場將舉行舞獅表演，還有中國武術班和中國文化討論會。

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，將有逾300名法國民眾參加巴黎中國文化中心舉辦的大型活動，屆時人們將書寫毛筆字、打麻將、欣賞中國戲劇、品嘗中式食品。

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]
巴黎戴高樂機場免稅店的櫥窗上用中文寫著新年快樂。（圖片來源：中國日報網）

英文來源：中國日報網

譯者：zjm2582185

審校&編輯：yaning