Love, Bonito turns Lunar New Year into a stylish game of mahjong

Singapore-based fashion and lifestyle brand Love, Bonito has launched a limited-edition mahjong set for Lunar New Year, designed to celebrate togetherness and shared moments across generations.

In conversation with MARKETING-INTERACTIVE, Suzanne Sarah, senior director of global marketing and eCommerce, said that the set “is a natural extension of how we see fashion and lifestyle: creating pieces that bring women and their communities together, beyond just what they wear.”

The mahjong set was created in collaboration with Singapore-based artist Jodi Tan, featuring the brand’s in-house 'Vivid blooms' print on the back of each tile.

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Beyond the product launch, Love, Bonito is hosting an immersive Lunar New Year experience at its Funan store from 17 January to 1 February. Visitors can enjoy early access to the Lunar New Year collection, redeem festive treats, explore the installation, collect journey points, and win exclusive gifts such as Vivid Blooms red packets and reversible gingham tote bags.

The campaign is aimed at modern Asian women who are navigating this season’s traditions in their own way. Through the campaign, Love, Bonito hopes to celebrate cultural rituals while strengthening its connection with the community beyond fashion.

"Lunar New Year is one of the most deeply cherished cultural moments in Singapore, and this campaign is our way of honouring a tradition that continues to hold meaning in the lives of modern women today," said Sarah.

"Through our lens at Love, Bonito, we reinterpret these traditions with intention — from our signature in-house prints and thoughtfully designed CNY-ready outfits, to playful yet meaningful lifestyle pieces such us our Mahjong sets. Each element is designed to feel special for the season, while remaining versatile, expressive, and relevant beyond it," she added. 

While the mahjong sets are exclusive to Singapore and Malaysia, the broader Lunar New Year collection and campaign will roll out across key Southeast Asian markets, including Indonesia, the Philippines, and Hong Kong.

In Singapore and Malaysia, the brand will bring the season to life with immersive installations designed to create meaningful, festive touchpoints for its community.

The Lunar New Year initiative also reflects Love, Bonito’s broader focus on community-building and empowering women beyond fashion. The brand has increasingly positioned itself at the intersection of culture, confidence and connection, extending its role into conversations that matter to modern women across different life stages.

In October last year, Love, Bonito partnered LinkedIn on a regional campaign addressing the confidence gap faced by women in the workplace. Titled “What we don’t ask: Career questions women should start asking”, the initiative surfaced questions women often hesitate to raise around mentorship, communication and career growth, pairing them with insights from leaders including Love, Bonito CEO Dione Song and LinkedIn’s APAC HR director Sumita Tandon. 

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