Carlsberg taps Chinese rapper to redefine festive storytelling

Carlsberg is marking the Lunar New Year with a special release of limited-edition packaging for the Year of the Horse, featuring themed bottles, cans, and packs. Designed for celebrations at home or on adventures with loved ones, the collectible items blend tradition with modern innovation.

Symbolsing energy, freedom, bravery, and good fortune, the horse takes centre stage in the design—shown riding high across the sky. Below, Carlsberg’s iconic Hop Leaf transforms into the shape of lucky clouds. Set against a deep green backdrop with accents of auspicious red and gold, the packaging conveys wishes for happiness and prosperity in the year ahead.

The artwork draws inspiration from the historic Gilding Lacquer art technique, a traditional craft used to adorn luxury items across Asia. In a fusion of past and present, the final design was realised using artificial intelligence, merging time‑honored artistry with cutting‑edge digital methods.

Carlsberg has also teamed up with Chinese rapper SKAI ISYOURGOD, to compose a Lunar New Year-inspired remix of his viral hit ‘Blueprint Supreme.’ Reimagined with festive, Carlsberg‑name-forward lyrics and an upbeat Lunar New Year attitude, the track takes center stage in our latest TV commercial—blending pop culture with the spirit of celebration to mark the arrival of the New Year. 

Crystal Lee, marketing director, Carlsberg China says, “We spotted a unique opportunity with SKAI ISYOURGOD when we saw how strongly his music and personality resonate with younger consumers in China. His rise as one of the most-streamed Mandarin artists made him the perfect cultural bridge for Lunar New Year. By anchoring our campaign to his viral track and transforming it into a Carlsberg-name-forward remix, we created a youth-centric ecosystem that feels natural to how they consume culture today.”

Jeff Chong, director, international premium brands, Carlsberg Asia says, “At Carlsberg, we are committed to celebrating the moments that matter most to our customers. Lunar New Year is a regional story lived locally, and we are proud to once again bring a unifying brand experience to markets across Asia.”

“By partnering with SKAI ISYOURGOD – the most streamed Mandarin artist on Spotify in 2025 with over 4 million monthly listeners – we created a powerful creative platform that our markets can activate with speed and consistency. The partnership provides a unified sonic identity, modular edits and key visuals that each market can tailor to their own festive rituals while staying unmistakably Carlsberg. The result is a modern, cohesive Lunar New Year expression that travels seamlessly across Asia – flexible for local nuance, strong for regional scale, and designed to covert festive attention into meaningful brand impact across every channel.”

This is the sixth year Carlsberg has celebrated Lunar New Year. Since 2021, Carlsberg has consistently celebrated this occasion by releasing its Chinese zodiac limited edition packs, making every festive moment more meaningful. Carlsberg's Lunar New Year campaign has commenced in key markets across Asia, including China, Hong Kong, Malaysia, Singapore and Vietnam since late December 2025. The campaign will also include various touchpoints to engage consumers and enhance the festive spirit, including activations on social media.

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

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