Huat’s the deal? Brands stack the table with CNY mahjong sets

As the Year of the Horse gallops in this Chinese New Year (CNY), brands are doing more than releasing decorative ang baos and festive films. Across Singapore and Malaysia, MARKETING-INTERACTIVE has observed the return of branded mahjong sets - the kind that may end up in spirited matches and friendly losses to Ah Ma (grandma) during family gatherings.

Traditionally played with family and friends, mahjong is a staple at CNY celebrations, encouraging togetherness, conversation and friendly competition that reinforces family ties. Associated with luck, wealth and auspicious outcomes, the game is also believed to attract good fortune for the year ahead. Often thoughtfully designed and packaged, mahjong sets double as gifts that symbolise harmony, enjoyment and prosperity.

More than just a game, brands are tapping into the ritual of connection, celebration and positive intentions for the year ahead, all while staying top of mind before players flip the red dragon tile.

Don't miss: Which 2026 Hong Kong CNY campaign gets your pick? 

Below are some mahjong sets that caught our eyes this CNY: 

1. 1664

1664 has teamed up with French artist Camille Walala to give mahjong a bold, colourful twist. Decked out in the artist’s signature abstract patterns and vivid hues, this set turns a classic game into a playful piece of art, perfect for collectors or anyone who loves a pop of fun on the first night of Chinese New Year. It is available exclusively as a gift-with-purchase when shoppers spend SG$128 on 1664 products at select stores and online.

2. 7-Eleven Singapore 

This Lunar New Year, 7-Eleven Singapore is bringing Cinnamoroll to your mahjong table. The limited-edition mahjong set turns a classic game into a pastel-filled, kawaii affair, with tiles and accessories decked out in whimsical Cinnamoroll designs. Housed in a light blue gingham-style carry case with floral touches, it’s as cute to display as it is to play. It launches on 11 February 2026 at selected 7-Eleven stores and retails for SG$299.

3. Carlsberg Singapore

Carlsberg Singapore is galloping into the year of the Horse with a stylish mini mahjong set, in hopes of bringing more luck, joy and prosperity to every celebration. The set features the logo against the brand's iconic green and embodies the spirit of mastering one's future, said the brand. The mini format also ensures that luck and celebrations are portable, allowing fans to bring the festivities to any reunion. The mini mahjong set can only be earned via a lucky draw.  

4. Grab x POP MART 

The Grab x Twinkle Twinkle mahjong set turns a classic game into a playful celebration of Lunar New Year. Decked out in rosy, starry designs from POP MART's Twinkle Twinkle universe, the pastel-hued tiles bring a touch of optimism and child-like wonder to every hand, making game nights with family and friends feel extra festive, cheerful, and full of huat. The set is only available to users who participate in Grab's "Huatever Challenge", with only 400 sets up for grabs. 

5. Hong Leong Bank Malaysia 

Following the success of its 2025 debut, the Hong Leong Bank (HLB) and Hello Kitty mahjong solitaire Set is back, with a playful twist on a beloved festive pastime. In collaboration with Sanrio, HLB has fused tradition and contemporary pop culture, turning solitaire into a cultural centerpiece that resonates across generations. Decked out in the Bank’s signature red and blue and featuring premium details alongside whimsical Hello Kitty illustrations, the set transforms quiet game nights into cheerful, family-friendly fun. By pairing a timeless ritual with Hello Kitty’s global icon status, it’s a collectible that honours meaningful traditions while keeping them fresh, festive, and full of charm. The set perfect for avid players, Hello Kitty fans, or anyone looking to add a pop of joy to Lunar New Year celebrations.

6. Koi Malaysia

Just like its bubble tea, Koi Malaysia is making their mahjong set ideal for on-the-go play. While other brands have gone big, Koi has gone small with a mini four-person mahjong set. Retailing at RM368 per set and available exclusively via pre-order, it comes with mini mahjong tiles, an aluminium case, mahjong trays, and a mahjong mat, all designed for everyday convenience and effortless play anytime, anywhere.

7. Love, Bonito 

Fashion girlies can rock up to CNY visits in style with their new Love, Bonito mahjong set. While fashion and a traditional game such as mahjong may seem like an odd pairing at first, Love, Bonito's mahjong set aims to celebrate togetherness and shared moments. In a previous interview with MARKETING-INTERACTIVE, the brand's 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." Created in collaboration with Singapore-based artist Jodi Tan, the tiles feature the brand's in-house 'Vivid blooms' print and retails for SG$328 in Singapore and RM999 in Malaysia.  

8. Tiger Beer Malaysia and Singapore

Tiger Beer is unleashing the huat in Singapore and in Malaysia with a limited-edition mahjong set. The beer brand in Malaysia has partnered with Malaysian caligraphy artist Jameson Yap (pictured right) whose 'River stroke' techniques blends heritage with modern expression to create a four-player mahjong set featuring bold calligraphic designs. A Tiger x atmos poker set also makes its debut this season, offering a street-inspired twist on a familiar festive ritual.

In both Singapore and Malaysia, the mahjong set forms part of a broader nationwide rewards programme spanning supermarkets, eateries, bars, convenience stores and eCommerce platforms. Fans in Singapore will have to buy any five participating Tiger Beer cartons to obtain the set (pictured left), while fans in Malaysia will have to spend RM588 in supermarkets and hypermarkets or RM688 on Lazada or Shopee, inclusive of at least one carton of Tiger Crystal.

Honourable mention: Luckin Coffee 

This Lunar New Year, Luckin Coffee teamed up with local film Luck My Life, which hits cinemas on 17 February 2026, to bring a playful, culturally resonant twist to its merchandise. The "Luckin Coffee X Luck My Life blind packet keychain", launched on 5 February, drew on Singaporeans’ love for surprise-filled collectibles and festive nostalgia. Shaped like miniature mahjong tiles, the keychains turn everyday coffee runs into a fun, shareable Lunar New Year moment, blending luck, local humour, and collectibility in a compact, on-the-go format.

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