This is on top of Carlsberg launching limited-edition Lunar New Year packaging across Asia to mark the Year of the Horse, rolling out special bottles, cans and packs in multiple regional markets.

The Danish brewer said the packaging draws on traditional symbolism associated with the Horse, including energy, freedom, bravery and good fortune. The designs feature a Horse motif set against a dark green background with red and gold accents, alongside Carlsberg’s Hop Leaf reimagined as cloud formations. The colour palette references themes of happiness and wealth commonly linked to Lunar New Year celebrations.

According to the company, the packaging design was inspired by the historic Gilding Lacquer Art Technique, which has traditionally been used on luxury items across Asia. The final artwork was developed using artificial intelligence, combining traditional visual references with contemporary production methods.

Crystal Lee, marketing director at Carlsberg China, said, “We spotted a unique opportunity with SKAI ISYOURGOD when we saw how strongly his music and personality resonate with younger consumers in China. His rise as one of the most-streamed Mandarin artists made him the perfect cultural bridge for Lunar New Year. By anchoring our campaign to his viral track and transforming it into a Carlsberg-name-forward remix, we created a youth-centric ecosystem that feels natural to how they consume culture today.”

She added, “The remix carries a memorable Carlsberg lyric-led sonic hook that travels across platforms, ensuring our brand shows up consistently in their daily moments. Music brings emotional lift and repetition builds recall. Together, they create powerful pathway for participation and conversion throughout the festive season.”

Meanwhile, Jeff Chong, director, international premium brands at Carlsberg Asia, said the campaign reflects the brand’s regional approach to Lunar New Year.

“At Carlsberg, we are committed to celebrating the moments that matter most to our customers. Lunar New Year is a regional story lived locally, and we are proud to once again bring a unifying brand experience to markets across Asia,” he said.

By partnering with SKAI ISYOURGOD – the most streamed Mandarin artist on Spotify in 2025 with over 4 million monthly listeners – we created a powerful creative platform that our markets can activate with speed and consistency. The partnership provides a unified sonic identity, modular edits and key visuals that each market can tailor to their own festive rituals while staying unmistakably Carlsberg. The result is a modern, cohesive Lunar New Year expression that travels seamlessly across Asia – flexible for local nuance, strong for regional scale, and designed to covert festive attention into meaningful brand impact across every channel.”

This marks the sixth consecutive year Carlsberg has released Lunar New Year–themed packaging. Since 2021, the brand has introduced limited-edition packs aligned with the Chinese zodiac as part of its annual celebrations.

The 2026 Lunar New Year campaign has been running since late December 2025 across key Asian markets, including Mainland China, Hong Kong S.A.R., Malaysia, Singapore and Vietnam. Additional consumer engagement activities are planned across multiple touchpoints, including social media activations.

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