Carlsberg partners with 1983ASIA to drop new look for CNY

Carlsberg has partnered with 1983ASIA artists Yao and Su Su for the first time to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity.

Available in China, Hong Kong, Malaysia, Singapore and Vietnam, the multi-market campaign is part of Carlsberg Group’s broader investments in premium brands, and accelerating growth in Asia. It ran from December 2024 until January 2025.

The two Asian artists behind the design, Yao from Malaysia and Su Su from China, have worked together to combine contemporary art and design with familial traditions that take place during Lunar New Year, helping beer drinkers celebrate in a truly special way. 

The artwork concept commemorates the Year of the Snake’s association with wisdom, elegance and transformation, giving Carlsberg’s iconic hop leaf an all-new look for this year’s celebration.

As part of the new design, the snake is intertwined with striking, blossoming flowers as a sign of new beginnings, hope and happiness. The colours were carefully curated, with red symbolising prosperity, orange representing good fortune and a touch of blue which brings a uniqueness and honesty. The artwork is finished with elegant touches of gold representing good luck and good fortune.

In a conversation with MARKETING-INTERACTIVE, Carlsberg's spokesperson said art has always been a part of Carlsberg’s DNA. "Our founder Carl Jacobsen was an art enthusiast which led to the founding of Ny Carlsberg Glyptotek Art Museum. Lunar New Year is one of the biggest celebration occasion in Asia. To celebrate this special occasion Carlsberg worked with different artist to create the Lunar New Year Limited edition."

Having recognised that traditional representations of the snake could sometimes seem a bit intimidating, the brand's goal was to transform that image, said the spokesperson. "We want to honour the snake's symbolism—wisdom, elegance, and transformation—while ensuring it resonates positively with our consumers. In collaboration with 1983ASIA, Yao and Su Su, a multi award-winning artistic duo, this year’s Carlsberg Lunar New Year limited edition artwork beautifully commemorates the Year of the Snake’s association with wisdom, elegance, and transformation, giving our hop leaf icon a stunning new look for this celebration – the first time when Carlsberg’s iconic hop leaf has been represented in such a way!"

"Curated with a vibrant colour palette, adding blossoming flowers—red for prosperity, orange for good fortune, and a splash of blue symbolising hope and new beginnings. The artwork is elegantly finished with touches of gold, representing luck and good fortune!"

The design also aims to celebrate Asian culture, allowing consumers to enjoy with their loved ones during Lunar New Year festivities. Carlsberg is more than a great brew but a brand truly synonymous with celebration. Across the diverse Asian markets, the brands’ commitment to engaging with people has been key to its success.

“In Chinese culture blossoming flowers are seen as a sign of new beginnings, hope and happiness with different types symbolising different meanings of prosperity,” said Yao and Su Su. "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 Lunar New Year."

“At Carlsberg, we want everyone to have access to the best things in life, including the best beer and the best Lunar New Year celebrations,” said Lynsey Woods, global brand director, Carlsberg Brand.

“As such, we wanted to create something special for this year’s occasion. This stunning, special-edition design blends heritage and modern artistry to celebrate the Year of the Snake. We hope that customers will share these beers with their loved ones and create lasting memories as they come together for the annual celebrations. Cheers to the Lunar New Year!” she added.

Jeff Chong, director, international premium brands, Asia, Carlsberg Group, said: “At Carlsberg, we are constantly seeking ways to engage with our consumers on a deeper level. Lunar New Year is a cherished occasion for families and friends to come together, and we take pride in being part of that tradition. This launch reflects our appreciation for Asian heritage and the vibrant cultural landscape in which we operate.”

Don't miss: How Carlsberg translates the idea of 'everything starts from curiosity' to HK audience

Apart from celebration, the brand has also been striving to ignite consumers' curiosity with its global campaign launch back in July 2024. Also known as “Do the best things begin with curiosity? Probably”, the campaign centres around the core message - curiosity, which Carlsberg has always taken pride of. In fact, curiosity has been at the forefront of everything Carlsberg has done since J.C. Jacobsen opened the brewery doors in 1847.

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