Wellcome partners with G.O.D to launch hand-painted mahjong set

Wellcome has joined forces with Douglas Young, founder of local lifestyle brand G.O.D., to hand-paint exclusive designs for its latest Lunar New Year collectibles — a unique mahjong set and festive versions of traditional games such as sparrow and fish-shrimp-crab.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Wellcome said G.O.D. was a natural partner for the campaign due to the brands’ shared cultural roots. "Both G.O.D. and Wellcome are homegrown brands with a deep love for local culture and neighbourhood life. Together, we're bringing Hong Kong’s unique blend of nostalgia, humour, and modern energy to life in a new way."

The collaboration targets families looking to add a creative twist to their Lunar New Year celebrations, as well as design-savvy consumers who appreciate collectible items that celebrate Hong Kong’s cultural stories.

Known for his signature hand-drawn style, Young injects everyday Hong Kong imagery with humour and nostalgia. His latest artwork transforms supermarket scenes and Lunar New Year icons into a limited-edition celebration of art, culture, and play.

Two exclusive sets — the “Good luck crystal sparrow set” and the “New year good luck game set” — will be available for pre-order via the Wellcome online store app in phases, followed by in-store availability at five designated branches, including locations in Causeway Bay, Sheung Shui, and Hung Hom.

The "Good luck crystal sparrow set" features 144 crystal-clear mahjong tiles, each embedded with whimsical New Year-themed supermarket icons designed by Young — such as tangerines for "good luck," bananas for "wealth," and rice jars symbolising "abundance year after year." These vivid illustrations bring the warm, familiar atmosphere of New Year’s shopping to life on every tile.

Each tile back is made of translucent crystal material and showcases specially designed 3D logos representing the collaboration between Wellcome and G.O.D. The accompanying dice are printed with icons such as a delivery truck, the characters for “good” and “luck,” representing Wellcome’s online shopping experience and well-wishes for the season.

The set comes in a faux-leather treasure box featuring retro neon signage and festive greetings — blending Hong Kong’s iconic street style with traditional New Year aesthetics.

The initiative is amplified via online pre-order, collaborative post with content creators, own social content, instore communications and PR outreach. In terms of how this collaboration will impact marketers, the spokesperson said it’s always about balancing marketing efforts with different kinds of investment.

"We started with a simple thought: 'How can we delight our customers more?' Food and games like mahjong go hand in hand during Chinese New Year reunions. That’s what inspired us to create something special to spark joy and deepen brand love, while reinforcing our value and quality propositions."

Irene Man, marketing director of food Hong Kong & Macau, DFI Retail Group, said: “Chinese New Year is about reunion and celebration. We hope to connect with our customers more deeply, not just through food, but also through shared experiences in a fun and relevant way. Food, mahjong, and games are all part of celebrating with family and friends during Chinese New Year.”

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