HK brands that impress with their laisees. Which one would you go for?

As the Chinese New Year is approaching, we saw an influx of brands rolling out their creative and innovative laisees to spread good wishes and fortune to the Hong Kong residents.

Some of them play along with this year's zodiac "Dragon" and have designed red packets featuring dragon elements, while some swim against the current by adopting different characters that symbolise good luck in their laisees. 

While there is plenty of branded laisees in the market that won consumers hearts, MARKETING-INTERACTIVE has put together a few creative branded red envelope designs, so that you would have a better idea of how to wish your family and friends a happy Chinese New Year the best way. 

Fortune Malls x Duckyo Friends

Fortune Malls has partnered with iconic character Duckyo Friends (小劉鴨) to celebrate the Year of the Dragon with new red envelopes. 

This limited edition set of envelopes comprises two versions that feature different New Year quotes, while each of them contains a character of Duckyo Friends in dragon costumes. These envelopes also double as Fai Chuns when opened for being used as decorations. 

Moreover, there is also a QR code on the back of these envelopes which allows customers to download a Duckyo Friends new year WhatsApp sticker pack. 

Hang Seng Bank

This year, Hang Seng Bank has collaborated with TinBots the Collectibles (鐵寳奇盒) in launching the Year of the Dragon red envelope. This set of three red envelopes feature the “Hang Seng God of Wealth” (恒生元祖財神), “God MEOWealth” (招財神), and “God WOOFlourish” (旺財神). The Bank said this collaboration aims to combine the traditional customary character of “God of Wealth” (財神) with new local artistic designs. 

Apart from being red envelopes, they can also be unfolded and become “Fai Chuns” (揮春) which feature New Year quotes for home and office decoration. 

According to Hang Seng, these sets of “Gods” symbolise the safeguarding of its customers’ wealth and savings, while also wishing the customers great fortune in the new year. 

HSBC

For this year's laisee design, HSBC has chosen to incorporate the significant symbol of the "carp leaping over the dragon gate" to celebrate the new year across the wealth continuum for its clients ranging from affluent to high net worth and ultra-high net worth individuals.

This choice aligns with the traditional Chinese wish for abundance — "年年有餘" (nián nián yǒu yú) — expressing HSBC's hope for surplus and prosperity. "By adopting this motif, we aim to instill confidence and a sense of journey towards growth and achievement in wealth management, resonating with our aspirations for helping our clients to grow, manage, and safeguard their wealth for future generations," HSBC's spokesperson told MARKETING-INTERACTIVE.

Furthermore, the legend of the carp — symbolising perseverance, success, and transformation — mirrors the financial journey clients undertake with HSBC. "This legendary leap signifies not only a physical transformation but also our commitment to guiding clients through the stages of financial growth and addressing their elaborate private wealth needs," the spokesperson added.

K11

Deeming itself the first museum retail in the world and a hybrid model of art and commerce, K11 has joined hands with Japanese Artist MAITOPARTA for the brand’s CNY Artist Edition red envelope. 

Themed around “joy”, K11’s red envelope features MAITOPARTA’s illustrations that depict Chinese New Year motifs with smiley faces and thumbs up elements. These illustrations symbolise positivity in the Year of the Dragon. 

According to the brand, the name MAITOPARTA is a Finnish term meaning “milk moustache”. The artist behind the name, Kumagawa Hitomi, aims to bring smiles to people’s faces with her illustrations and remind people of the small pleasures in life, just like the little white moustache left over from sipping a cup of milk. 

McDonald's Hong Kong

As an annual tradition, McDonald’s Hong Kong introduced a new set of red envelopes to celebrate the Year of the Dragon. This year, the envelopes feature traditional CNY lions found in Chinese lion dance performances, alongside classic McDonald’s food items such as Big Mac, fries, McCafe and McNuggets. 

In a conversation with MARKETING-INTERACTIVE, McDonald’s HK said that its red packet design reflects blessing for a great year ahead, while the CNY lion is synonymous with great beginnings during the Chinese New Year. 

Sonny Angel 

Figurine brand Sonny Angel has unveiled its realisation of Year of the Dragon envelopes by combining the Sonny Angel characters with dragon elements. This year, there are three versions of red envelopes in a set. The cover lids of the envelopes feature Sonny Angel characters in traditional Chinese clothing with dragon-themed hoods, while dragon ears of the hoods pop out of the envelopes themselves. 

Additionally, there is a New Year quote on each of the three red envelopes, namely “good fortune” (大吉大利) on the yellow envelope, “Kung hei fat choy” (恭喜發財) on the red envelope, and “Everything as you wish” (萬事如意) on the purple envelope. 

Related articles:
Red packets galore! What inspired these designs?
HK brands' lai see packaging designs: 5 designs we really loved in the newsroom
HK brands that stood out with their lai see. Which one would you use?