Abstract: Lunar New Year's Eve is the most important and most ritualized feast of Chinese families in the year. It is the time for the whole family to reunite. The family gather together to describe their past and talk about the future, which means a lot to the family member and the whole family. Based on the consumer culture theory, this study hopes to explore how Chinese young consumers construct or present their family identity by studying the Lunar New Year's Eve dinner consumption ritual. We collect primary data through in-depth interviews and participatory observation, supplemented by secondary data such as historical archives, cultural tracing, documentary reports and miscellaneous essays. Based on constant comparative analysis of these materials, we deconstruct the consumption rituals of Lunar New Year's Eve dinner from four aspects, including participants, place, time and related activities, and analyze its meaning and symbolic significance to young consumers. Furthermore, we find that young consumers construct and strengthen their individual self-identity, relational identity and family identity in various ways through consumption and practice in the consumption of Lunar New Year's Eve dinner. Finally, the significance and limitations of the research findings are discussed.

Key words: Lunar New Year's Eve dinner, Consumer Culture Theory (CCT), Consumption Ritual, Family Identity