Carlsberg has launched limited edition can and pack designs to celebrate Lunar New Year, featuring the company’s Hop Leaf and motifs to represent the Year of the Horse.
The company says the Year of the Horse is linked to energy, freedom, bravery and good fortune - set on a dark green background with red and gold accents, the new designs are associated with happiness and wealth for the year ahead. Inspired by the historic Gilding Lacquer Art Technique, traditionally used on luxury items as a symbol of affluence across Asian societies, Carlsberg states that combining it with artificial intelligence to create the final design blends traditional and modern-day techniques.
Since 2021, Carlsberg has celebrated the Lunar New Year by releasing Chinese zodiac limited edition packs. The campaign aims to support the Carlsberg Group’s broader investment in premium brands and growth across Asia. The limited edition packs will be available to buy through February 2026 at a range of local retailers across China, Malaysia, Singapore, and Vietnam.
The campaign will also include various touchpoints to engage consumers, including activations on social media. Carlsberg adds that it has teamed up with Chinese rapper SKAI ISYOURGOD to compose a Lunar New Year-inspired remix of his song “Blueprint Supreme.”
In 2024, the company Carlsberg revealed limited-edition packaging from professional designer Ofen Hu to celebrate the Lunar New Year through visual storytelling. Featuring illustrations focusing on the Year of the Dragon, the designs were used on Carlsberg Pilsners packs sold across China, Malaysia, Singapore, Hong Kong, Vietnam, and Cambodia.
Last year Sunkist Growers redesigned its citrus cartons and display bins to commemorate the Year of the Snake, utilising red and gold, traditionally colours of luck and wealth. The cartons were said to be suitable for Navel or Cara oranges, with the corresponding display bins suitable to showcase Pummelos, Bloods, lemons, California mandarins, Minneolas, and grapefruits.
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