Carlsberg creates retro streets and vibes with Jalan Carlsberg

In a year marked by reflections on identity, heritage and home, Carlsberg Singapore is betting big on the emotional power of nostalgia. Its latest brand platform, "Retro reimagined", sets the tone for 2025 with a bold creative direction that reframes old-school Singapore as not as a thing of the past, but as a shared cultural bridge for the present.

Launched as a year-long storytelling journey to celebrate SG60, "Retro reimagined" is Carlsberg’s answer to the growing cultural appetite for all things retro. According to the brand, the strategy is rooted in the insight that old-school Singapore such as the kopitiams, void decks, minimarts, carries deep emotional resonance across generations.

“With the growing trend of embracing retro culture, Millennials and Gen Z are increasingly drawn to experiences that blend the familiarity of the past with the innovation of the present,” said Fang Qing Yao, marketing director, Carlsberg Singapore.

“By reimagining the past, Carlsberg creates a shared cultural space that celebrates heritage while looking ahead," he added. 

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The platform’s flagship activation came to life at GastroBeats in June with 'Jalan Carlsberg', an immersive throwback precinct that brought nostalgic Singapore icons to life. Visitors were invited to step into a reimagined heartland street, complete with a retro minimart, photo-worthy trishaws, giant drink crates, and an oversized 4-metre-high plastic chair. All of which serve as a playful nod to the classic kopitiam aesthetic.

Designed as both a sensory and social experience, 'Jalan Carlsberg' was also loaded with interactive mechanics. Festival-goers could take part in a “Cheers to retro” lucky draw, unlock exclusive Carlsberg merchandise, and enjoy limited-edition brews at themed drink stations, all while engaging with curated KOL content across social platforms.

The nostalgic setup also doubled as a storytelling vehicle that connects drinkers through familiar visuals, sounds and rituals from Singapore’s formative years.

However, for Carlsberg, the goal wasn’t just to stage aesthetic throwbacks, it’s about embedding the brand within a deeper cultural narrative.

“In Singapore, old-school culture brings to mind a formative era marked by community spirit, slow living, and everyday icons. For Carlsberg, it is a time of strong brand presence and cultural connection,” Fang explained, adding that:

Today, this throwback remains relevant not just for its nostalgic value, but for how it inspires a renewed appreciation of authenticity and local identity.

That intergenerational connection is what the brand hopes will give "Retro reimagined" long-term traction, not only among older audiences who recall the era firsthand, but also with younger consumers who may be encountering its charm for the first time.

For this campaign, Fang said that nostalgia acts as a 'cultural bridge'.

For older audiences, it taps into emotional recall. For younger drinkers, it offers curated experiences that feel both authentic and novel.

Authenticity was non-negotiable in Carlsberg’s execution, something it ensured through genuine local cues, tactile experiences, and story-driven content. Anchoring the campaign is a hero video that captures everyday Singapore rituals reimagined with a modern twist, complemented by KOL collaborations with creators such as Ian Thio, Byul & Aden, and Ferlyn G.

Each piece, Fang said, was designed to invite audiences to reconnect emotionally through shared memories whether lived or imagined.

“The nostalgic direction supports Carlsberg’s positioning as a timeless classic that evolves with the times while staying rooted in heritage,” Fang said.

“Ultimately, it serves a broader strategic goal: to strengthen brand warmth and build multi-generational appeal," he added.

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