Carlsberg doubles down on experiential marketing with CarlsCrib CNY edition

Carlsberg Malaysia has brought back its "CarlsCrib – CNY Edition" activation this festive season, transforming 1 Utama’s outdoor carpark into a high-energy celebration space as part of its Year of the Horse Chinese New Year campaign.

The experiential pop-up, which ran from 30 January to 1 February 2026, forms a key pillar of Carlsberg’s long-running “Brewing prosperity together” platform, and invited Malaysians to celebrate the festive season through shared moments, music, food, and interactive experiences.

Designed as an open-air “crib” that blended Carlsberg’s signature green with auspicious reds and golds, the space is anchored by an iconic hop leaf archway that set the tone for a lively, contemporary take on Chinese New Year. Open daily from 4pm to 10pm, the event offered a relaxed yet energetic setting for friends and families to gather, complete with festive photo spots, live entertainment, and a complimentary can of Carlsberg beer for registered guests. 

According to Olga Pulyaeva, marketing director of Carlsberg Malaysia, the return of CarlsCrib reflects how the brand continues to bring its purpose to life through culturally relevant experiences.

“CarlsCrib – CNY Edition reflected how we bring the Carlsberg brand to life, through experiences that feel authentic, contemporary and centred around togetherness,” she said. “CNY is a moment when people seek connection, optimism and shared joy, and this crib brings those values forward as we continue 'Brewing prosperity together'," added Pulyaeva.

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Beyond socialising and entertainment, CarlsCrib leaned heavily into participation. At CarlsBar, visitors could take part in interactive cocktail workshops, crafting Carlsberg-infused drinks inspired by the Year of the Horse. Those who saught a more adrenaline-fuelled experience were able to head to the 'Golden gallop', an obstacle course that challenges participants to race against the clock while competing for prizes such as travel luggage, duffel bags, and limited-edition merchandise.

The event also featured a curated CNY Bazaar, where festive street culture meets fashion and creativity. Highlights included exclusive drops from TNTCO and customisable T-shirt designs at the MBTM booth, allowing attendees to create and wear their own keepsakes on the spot.

As night fell, the main stage came alive with a rotating lineup of buskers, live house acts, and local performers. Among the highlights were appearances by Dissyco (低清), in lieu of their upcoming film I’m Not Gangster, and rising Mandopop artist Daniel Chezi (车志立), adding to the celebratory atmosphere across the three-day event.

Food also played a central role, with CarlsCrib’s stalls offering a mix of nostalgic snacks, festive favourites, and Carlsberg-infused creations. From beer-braised pork and Mapo tofu noodles to ice cream and reimagined CNY treats, the spread is designed to keep visitors fuelled between performances, games, and photo moments.

The return of CarlsCrib sits within Carlsberg Malaysia’s wider Year of the Horse campaign, which also includes retail activations, and nationwide rewards programmes. At the heart of the campaign is Carlsberg’s limited-edition Chinese New Year packaging, rolling out across cans and bottles. Inspired by the nobility of the Horse and the artistry of traditional Chinese lacquer art, the design features majestic steeds emerging from swirling clouds formed from Carlsberg’s signature hop leaf. Rendered in a palette of auspicious red, radiant gold, and the brand’s iconic jade green, the packaging symbolises forward momentum, smoothness, and rising prosperity for the year ahead.

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