Carlsberg creates 'mesmeRICEsing' cans inspired by Sabah and Sarawak

Carlsberg has unveiled four "mesmeRICEsing" rice art designs on its cans and bottles to highlight its commitment to honouring local traditions this harvest festival. 

Featuring four designs “By locals, for locals”, Sabahan artist Nelson Lip and Sarawakian artist T. Bagak have designed the artworks, showcasing Borneo’s most symbolic icons. Each variant features two distinct designs, one inspired by Sabah and the other Sarawak, with an aim to inspire local pride in every sip.

Carlsberg Smooth Draught’s packaging aims to bring Borneo’s essence to life, with Sabah’s design depicting Mount Kinabalu, Malaysia’s tallest peak, while Sarawak’s design features the Hornbill perched above a longhouse, a symbol of cultural heritage and good luck.

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On the other hand, Carlsberg Danish Pilsner, embraces the region’s heritage with Sabah’s design highlighting the Orangutan and the Rafflesia. The other design celebrates Sarawak’s cultural traditions with rhythms of the Sape and the warmth of the traditional longhouse.

In addition to the designs, consumers can experience the fusion of traditional and modern celebration at the annual Carls Harvest Pesta at Farley Kuching in May. The four-day celebration will feature brews together with live performances, traditional music and dance performances by local artists.

“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice. Carlsberg honours that heritage, embracing the unity, gratitude, and celebration at the heart of these festivals. We’re thrilled to once again ‘Raikan Kebanggaan Sabah and Sarawak’ with a stronger focus on local pride as we collaborate with two talented local artists, whose designs beautifully capture the spirit of Sabah and Sarawak, making every celebration #BestWithCarlsberg,” said Olga Pulyaeva, marketing director of Carlsberg Malaysia. 

Last year, Carlsberg also celebrated the rich heritage and pride of Sabah and Sarawak by honouring local heroes in its "Raikan kebanggaan Sabah and Sarawak" ('Celebrating Sabah and Sarawak') campaign.

As part of the campaign, Carlsberg partnered with three local heroes - Sarawak's Olympic diver Pandela Rinong, Sabah's K-pop sensation Isaac Voo and Miss Universe Malaysia 2020 Francisca Luhong to release artist-edition cans. 

The "mesmeRICEsing" art designs follows the brand's recent partnership with 1983ASIA artists Yao and Su Su to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity. The two Asian artists behind the design, Yao from Malaysia and Su Su from China, 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 commemorated 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.

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