Carlsberg is ushering in the Chinese New Year 2026 celebrations with a bold, culture-forward campaign that blends tradition, music and modern design. Marking the arrival of the Year of the Horse, the brewery has unveiled a high-energy collaboration with international rap sensation SKAI ISYOURGOD, alongside limited-edition festive packaging and a highly coveted Carlsberg Mini Mahjong Set.
Anchored by the brand platform Brewing Prosperity Together, the campaign positions Carlsberg as a symbol of shared luck, prosperity and togetherness during the festive season, tapping into the spirit of ambition and forward momentum associated with the Year of the Horse.
A Contemporary Take on CNY with Music at Its Core
Music plays a central role in this year’s celebrations as Carlsberg teams up with SKAI ISYOURGOD, best known for his global hit Blueprint Supreme and its viral dance trends. The collaboration sees an exclusive Carlsberg remix of the track, featuring the playful hook “Carlsberg as your Bo Le”.
The lyric references the ancient Chinese legend of Bo Le, the famed talent scout who could recognise exceptional horses. By reimagining itself as a modern-day Bo Le, Carlsberg positions the brand as an enabler of success, recognising and unlocking potential as consumers charge ahead into the new year.
Paired with the rhythmic blessing “Success and Wealth at a Gallop”, the remix transforms traditional festive wishes into a contemporary anthem, celebrating collective ambition, prosperity and the pursuit of “fa” in a fast-moving, modern world.
Carlsberg Mini Mahjong Set Makes Its Debut
Adding to the festive excitement is the launch of the Carlsberg Mini Mahjong Set, a portable collectible designed for communal play and reunion gatherings. Compact and easy to bring along, the set symbolises taking control of one’s own fortune while enjoying time with family and friends.
Consumers can earn lucky draw entries for the Mini Mahjong Set with every $30 spent on Carlsberg Smooth Draught in a single receipt at major supermarkets and official e-commerce platforms. Receipts can be uploaded via the link in Carlsberg Singapore’s official Instagram bio (@CarlsbergSG), with multiple entries awarded for higher spend amounts.
Festive Packaging Inspired by Traditional Craftsmanship
For CNY 2026, Carlsberg’s limited-edition festive cans and bottles draw inspiration from Gilding Lacquer Art, a traditional technique historically used on luxury ceremonial objects. The designs combine classic craftsmanship with modern digital artistry, enhanced through AI illustration to add depth and texture.
At the centre of the design is a striking golden horse charging forward beneath Carlsberg’s iconic Hop Leaf, reinterpreted as auspicious lucky clouds. The imagery symbolises energy, courage, success and new beginnings, making the packaging a standout addition to reunion tables and festive celebrations.
Nationwide Promotions and Festive Rewards
Complementing the campaign are a series of offline promotions and redemptions available across major retail touchpoints. These include limited-edition wagon trolleys with qualifying purchases, “under the cap” prizes featuring gold bars and cash rewards, and exclusive contests at convenience stores such as 7-Eleven, where shoppers can stand a chance to win premium prizes including the Apple iPhone 17 Pro.
Additional promotions at convenience stores and petrol mart outlets also offer opportunities to win gold bars with qualifying purchases throughout the festive period.
