Retailers ring in the New Year

Throughout Taiwan the atmosphere is conspicuous -- it's holiday season again. For some though, which holiday, perhaps doesn't matter as much as it used to.

Lunar New Year, long considered the most important of traditional Chinese festivals, is fast becoming just another vacation, especially to residents of the big cities.

"When I was very young, I remember going back to my grandparent's house ... sometimes for as long as two weeks," said Vanessa Pu (蒲青盈), 20, an International Relations major at National Taiwan University. "Now it's a couple of days at the most."

Does she sense the gradual commercialization of the holiday? "Of course. Look at the malls ... and maybe most of the younger generation, it's just become another reason to spend [money]. Advertisements persuade you to buy new clothes for the New Year ... But in the end it's just another marketing ploy that ultimately results in the Lunar New Year slowly losing its traditional uniqueness."

Lunar New Year traditions are deeply rooted in ancient Chinese social values. Historically, poor farming families celebrated the festival after a year of hard work by eating ingredients, then considered to be luxurious, and giving money and new clothes to children. Relatives, studying or working away from the family home would return for the break.

"My family is still pretty unique in that it is very much like that," Pu said. "We still head back to my grandparent's house in Yunlin for a few days and on the second day of the New Year my mom goes back to her family."

Yet to others, Lunar New Year means flashy gifts, new clothes and a big dinner at an expensive restaurant.

Restaurants and even convenience stores now offer New Year meals, lessening the load for housewives who traditionally prepare festive fare.

"For me, Lunar New Year is simply a great reason for the whole family to get together. In today's society everyone is busy and although we have the means, all three generations hardly ever have the time to gather under the same roof," said Chris Liao (廖健鈞), a 20-year-old student. "Lunar New Year is still very much here -- the family gathering, the warmth of seeing cousins perhaps only for those few days in a year."

Of all holidays, Lunar New Year is perhaps the most interesting as it demonstrates how lifestyles in Taiwan are changing.

Urbanization, globalization and capitalism have eroded traditional social values.

Will Chinese New Year in the future be about a quick one-day dash on and off the freeway for an obligatory visit to relatives before racing back to big city life?

"For those who still live in or have family in the southern or rural areas, the feeling of Lunar New Year is still there. But when my generation is firmly rooted in the city and all we have to do is travel a few MRT stops to visit our family, it may truly start to lose its original meaning." Liao said. "I'm sure most of my generation doesn't want that to happen."