With the One-Child Policy in effect for 25 years now, up to 70% of China's population of over 60s are living as ‘empty-nesters’. This number will rise to 90% by 2030. Urging each family's Only Child to spend time with their aging parents has become more important than ever, especially during the holidays. With this in mind, we chose ‘xiao’, or filial piety, as our theme for our Chinese New Year campaign.