Garden welcomes CNY with new collection and cross-brand collaborations

As the Lunar New Year approaches and festive excitement fills the air, Garden has launched its "Luxe Collection" — a range of six new products that build on tradition while elevating the celebration. With upgraded recipes and exquisitely festive packaging, the Luxe Collection adds a modern sparkle to heartfelt gifting and joyful reunions.

With its timeless sweet flavours, Garden continues to serve as a nostalgic symbol of "tuen yuen" (團圓) — togetherness that transcends generations.Whether shared among family or friends, Garden’s offerings remain a cherished part of every festive gathering. The brand has also tapped Hong Kong actress Charmaine Sheh as the brand ambassador for the series. 

The Garden Chinese New Year series is now available at Garden retail shops, major supermarkets, and selected retail outlets. Shoppers at selected promotional booths can also receive exclusive, limited-edition festive gifts — a sweet way to mark the season of abundance.

For nearly a century, Garden has transformed nutrition and flavour into a steadfast source of nourishment and joy in everyday life. In contrast, the Nike Running Club (NRC) inspires personal breakthroughs through fearless courage and bold innovation.

This January, two seemingly different brands came together for the very first time — uniting Garden’s century-old resilience (韌勁) and NRC’s unstoppable courage (勇氣) in a unique collaboration that aims to infuse the community with positivity, vitality, and the momentum to move forward in 2026.

Garden joined NRC on the marathon track by providing runners with healthy energy-packed snacks, supporting their endurance and drive. On race day, Garden distributed limited-edition Garden x NRC fortune cookies from its beloved Air-pump Truck, with each cookie holding an inspirational message to uplift runners and spectators alike.

From 16 to 18 January, the Garden air-pump truck toured districts across Hong Kong, delighting communities with baked treats and festive cookies. Adding to the excitement, Garden x NRC Postbox Photo Spots popped up in Mong Kok, Causeway Bay, and Tseung Kwan O — inviting the public to share their hopes and good fortune while energising the city with festive flair.

Just as Garden connects generations through its dedicated baking craftsmanship, UNIQLO stays true to its LifeWear philosophy — enhancing daily life through timeless, practical clothing. This New Year, these two beloved brands bring a cultural icon to life through a unique crossover that blends food, fashion, and festive tradition.

Launching 30 January, Garden x UNIQLO have rolled out the UTme! Print Collection — a creative celebration where customers can design their own personalised apparel using signature Garden visuals. Guests can visit designated UNIQLO stores and experiment with layouts, collages, and iconic packaging to craft their own wearable “Garden · Everyday New Year collection."

To sweeten the experience further, guests will receive a free Garden New Year Lucky Candy with any UNIQLO Coffee beverage from 30 January to 22 February. 

Customers can also enjoy a free limited-edition UNIQLO x Garden Wafer Gift Box with a single in-store purchase of HK$188 or above from 4 February to 12 February.

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

Related articles:

Garden taps Cloud Wan and Jay Fung to champion local daily moments
Garden and dentsu HK join forces on rebranding with gaming-inspired campaign