Double Happiness was launched in Hong Kong in 1906 by Nanyang Brothers Tobacco Company, and has been one of the most influential cigarette brands in China. In its early days it was known as Happydays in English, but its Chinese name, which means literally "Red Double Happiness", has never changed. After the Communist Party of China won the Chinese Civil War and established the People's Republic of China, Nanyang Brothers was nationalized in two stages: first partly in 1951 and then completely in 1959. The "Double Happiness" brand is now owned by the state-owned Shanghai Tobacco Corporation.
Double Happiness in China
In China, the brand, with its yellow and red packaging, evokes tradition, good luck and high status. Because it is culturally iconic and one of the most expensive brands, it is highly popular as a gift during the Lunar New Year and weddings. During the 1980s and 1990s, Double Happiness cigarettes played an unexpected role in Chinese weddings: the bride had to light a cigarette for every man attending the wedding banquet as a token of gratitude. After the 2000s, this custom slowly started to disappear, most likely due to the health hazards that smoking can cause. The brand is also known to be used as a "social currency" in China. "A person who wanted to buy a bicycle in the early 1980s often had to obtain a ration coupon from his unit, and in such a situation it often made sense to hand the individual responsible for issuing coupons a carton of Double Happiness cigarettes and a couple bottles of erguotou baijiu " wrote Andrew Wedeman, in his book "Double Paradox: Rapid Growth and Rising Corruption in China". In 2009, Chinese legislators decided that "tobacco consumption had led to an increase in rampant corruption" and drafted a bill that would make it illegal for government officials to accept cigarettes as gifts. The bill failed to pass.
Controversy
In May 2015, it was reported that Double Happiness is specifically targeted towards the growing numbers of Chinese tourists and diaspora and is sold in more and more duty-free shopsaround the world. The brand is specifically popular because it evokes tradition, good luck and high status.
Markets
Double Happiness cigarettes are mainly sold in China, but also were or are still sold in Hong Kong, Canada, Australia, Malaysia, Poland and Russia.
