SINGAPORE, 7 January 2025 – This Chinese New Year (CNY), Carlsberg is shedding the ordinary and uncoiling the fun. Celebrating 178 years, it unveils limited-edition packaging designed by internationally award-winning creative duo 1983ASIA (Yao & Su Su) as part of its Carlsberg 一起發, Brewing Prosperity Together for the 178th Year campaign.

Carlsberg 一起發 Inspired by Carlsberg’s iconic "Hop Leaf" symbol, Yao and Susu have reimagined this design to create a unique and auspicious snake that symbolises vitality, prosperity, and good fortune. The snake is adorned with a crown of hops, and its golden body blossoms with flowers as it moves forward, representing the hope for a smooth year ahead, filled with success and new beginnings.

Carlsberg 一起發 isn’t just a tagline—it’s a celebration of Carlsberg’s 178th anniversary. In Chinese, the characters '一起發' sound like 'one,' 'seven,' and 'eight,' symbolising unity, success, and prosperity, making this campaign a meaningful milestone that ties Carlsberg’s
legacy to a bright, flourishing future. 1983ASIA artists, Yao and Su Su, said, “In Chinese culture, blossoming flowers are seen as a sign of new beginnings, hope, and happiness, with different types symbolising different meanings of prosperity. We wanted to create a design that captures this prosperity, giving the Carlsberg beer a fresh new look as families come together to celebrate the Chinese New Year.

Carlsberg’s CNY Cheers: Prizes, Games and More

This CNY, Carlsberg is bringing the fun and excitement straight to your celebrations!

• At supermarkets like FairPrice, Sheng Siong, Giant and Cold Storage, purchase our beers to enjoy a free limited edition Prosperity Poker Set (worth $98) with $58 purchase of any participating brands including Carlsberg, Connor’s, and Somersby. This stylish poker set, perfect for adding flair to your family game nights and serving as a keepsake to complement your festive home décor.
• Head to a coffee shop near you, where the action heats up — purchase our limited CNY edition beer and flip under the cap for a chance to grab exciting prizes and exclusive promos, including a luxury cruise trip with a palace suite and $888 in cash.
• Get ready for even more thrills with interactive games and surprises at our coffee shop roadshows! Celebrate with Carlsberg at selected outlets, hosted by familiar faces and packed with lively moments where you can win exclusive prizes!

Carlsberg Unites Traditions: A Local Twist on Togetherness

As part of the Carlsberg 一起發 campaign, Carlsberg brings the celebration to life with a fun and heartfelt two-part content series, creating unforgettable festive moments with the ones you love.

The first video, “Bridging Generations,” features local drag artist Opera Tang and their grandmother in a heartwarming exchange. Together, they demonstrate how relationships can transcend generations as Opera Tang's grandmother lovingly guides them in cooking atraditional Chinese New Year dish—a cherished staple at their reunion dinners.

The second video, “Traditions Reimagined” fuses Lion Dance with K-pop, as young K-pop artist Zoey Lee teams up with seasoned lion dance performer, Roger Tan. Together, they showcase how tradition and modern flair collide.