Carlsberg taps Xiaohongshu for O2O beer experiences in Asia

Carlsberg Asia is deepening its partnership with Chinese social platform Xiaohongshu through the digital campaign "Cheers from the origin" (丹麥碰杯時刻).

The collaboration expands reach and strengthens engagement with modern consumers across key Asia markets, including Hong Kong, China, Singapore, Malaysia, and Vietnam.

Building on the strategic partnership framework established with Xiaohongshu last year, Carlsberg Asia is charting a long-term digital acceleration journey by combining Carlsberg's premium portfolio with Xiaohongshu's social commerce capabilities, data insights, and creator network. 

The collaboration is piloting new ways to reach Chinese-speaking, digitally savvy consumers and convert online engagement into on-the-ground bar and restaurant visits and eCommerce conversions. 

Starring Chinese actor Shawn Dou (竇驍), the campaign has brought Carlsberg's 179 years of heritage and brand philosophy to life through a cinematic hero film and a series of online-to-offline (O2O) beer experiences co-created with Xiaohongshu in each local market.

The campaign opens at Carlsberg's home in Copenhagen, moving from the historic brewery and museum to the Carlsberg Research Laboratory, where the brand's past and present come to life. Experiencing the story firsthand, Dou becomes Carlsberg's narrator, guiding consumers through original details that spotlight brewing craftsmanship and an open-innovation mindset that has enabled shared breakthroughs across the industry for many years.

Highlights span global favourites to limited Chinese New Year editions for Asia, alongside a playful hunt for the world's smallest toast, a 12mm miniature paired with a drop of Carlsberg 0.0. 

Available until 9 October 2026, Carlsberg Asia is amplifying its origin story and driving on-the-ground visits across key Asia markets through culturally relevant occasions and content creator partnerships on Xiaohongshu. The O2O campaign invites consumers, both travellers and locals, to explore a curated trail of premium bars and restaurants where great taste meets local culture.

Through an interactive daily mission in the Xiaohongshu app, consumers can check in at featured pages and spots, unlock exclusive perks, and share their Cheers moment (#丹麥碰杯時刻) in real time. Each market's bar trail is anchored by "The perfect serve", a nod to Carlsberg's heritage and quality from the origin to Asia. Completing missions earns points toward exclusive rewards including a Carlsberg x Liverpool jersey, a photo autograph of Shawn Dou, or a limited-edition Heipi Vacation Potato Captain plush.

Carlsberg Asia is tapping Xiaohongshu's user-generated content engine and advanced targeting capabilities to reach digitally savvy consumers, driving online and offline brand discovery and conversion. 

Arindam Varanasi, commercial vice president, Carlsberg Asia, said: "This campaign marks a pivotal milestone in our Asia digital acceleration programme. 'Cheers from the origin' demonstrates our partnership-led approach to linking our premium product portfolio with digitally engaged consumers, scaling online-to-offline conversion, and driving sustainable, long-term value for our brands and our business."

Dodo Kwong, regional head, Asia global business solutions, Xiaohongshu, said: "Our continued partnership with Carlsberg shows how a heritage brand can thrive on Xiaohongshu, a platform built around community and discovery. Through authentic storytelling and the power of our creator network, we guide consumers to new places, new food pairings and new ways to enjoy Carlsberg, converting social engagement into real-world visits and measurable brand impact."

MARKETING-INTERACTIVE has reached out to Carlsberg for more information. 

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