Coca-Cola unveils locally inspired Lunar New Year packs across Southeast Asia, China

ASIA – Coca-Cola has rolled out a series of culturally tailored Lunar New Year packaging designs across Southeast Asia and China, reinforcing its seasonal marketing strategy with localized storytelling and coordinated supply chain execution.

Developed in partnership with global brand consultancy Elmwood, the Southeast Asia campaign introduces a festive visual identity spanning cans, multipacks, retail displays and digital platforms.

While maintaining a cohesive regional framework, the designs allow individual markets to express distinct cultural traditions.

Tin Le Trung, Coca-Cola trademark category lead in ASEAN and South Pacific, said the initiative aims to engage younger consumers while preserving heritage.

“Our ambition with Lunar New Year/Tết was to help keep our beautiful traditions alive by inviting younger generations to take part in shaping them,” he noted, adding that the company worked closely with local teams to reinterpret familiar rituals rather than replace them.

In Vietnam, packs feature golden swallows, peach and apricot blossoms, and red money envelopes, all symbols of family unity and prosperity.

In Singapore and Malaysia, limited-edition cans depict spirited horses, florals, ingots and bamboo motifs, referencing longevity and success.

Textural detailing, inspired by brocade and embroidery techniques, underscores the region’s artisanal heritage.

Lisa Balm, executive creative director at Elmwood Asia, said the goal was to create “an identity that feels universally festive yet deeply local,” citing Vietnam’s brocade traditions as an example of culturally layered storytelling translated into packaging design.

In China, Coca-Cola has launched special-edition cans for the 2026 Year of the Horse, incorporating fireworks and zodiac imagery linked to renewal and good fortune.

The campaign extends across the company’s portfolio, including Sprite, Minute Maid and Fanta. To meet peak seasonal demand, Coca-Cola China has coordinated production across its three major bottlers and 46 factories, focusing on refined channel planning to maintain stable supply.

The launch aligns with a broader industry trend of leveraging limited-edition festive packaging to drive premiumization and retail visibility during high-consumption periods.

Carlsberg Asia unveils AI-designed Lunar New Year packaging

Meanwhile, Carlsberg Group has introduced AI-enhanced Lunar New Year packaging across China, Malaysia, Singapore and Vietnam.

The brewer’s sixth consecutive zodiac release integrates traditional gilding lacquer art aesthetics with AI-generated design elements.

The horse motif appears beneath Carlsberg’s hop leaf, styled as auspicious clouds against a green, red and gold palette.

Jeff Chong, director of international premium brands, Asia, at Carlsberg, said the campaign supports the group’s premium growth ambitions in Asia.

Beyond seasonal design, Carlsberg has also invested in sustainable packaging initiatives, including recyclable retail displays developed with DS Smith and canning upgrades in Bulgaria in partnership with KHS.

As brands compete for consumer attention during Asia’s most significant festive period, culturally resonant design and agile supply chains are increasingly central to packaging-led growth strategies.

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