Missing the sound of reunion dinners clinking with laughter? This Lunar New Year, Carlsberg wants every toast to carry a little more meaning. As the Year of the Horse charges forward, Carlsberg is blending tradition, artistry, and modern celebration into a festive campaign designed not just to mark the season, but to elevate it.
Carlsberg’s latest Lunar New Year offering is a reminder that prosperity is best enjoyed together.
Brewing Prosperity Together, One Bold Design At A Time
Carlsberg Year of the Horse limited-edition packaging takes inspiration from both symbolism and craftsmanship. Drawing on the nobility of the horse and the refined beauty of Chinese lacquer art, the design features majestic steeds rising through swirling clouds shaped from Carlsberg’s iconic hop leaf.
The colour palette (auspicious red, radiant gold, and Carlsberg’s signature jade green) signals joy, harmony, and optimism. Layered textures and modern detailing bring depth and movement, reflecting forward momentum and continuous good fortune. It is not merely festive packaging; it is a visual statement of confidence, progress, and renewal.
he design reinforces Carlsberg’s commitment to delivering shared moments of celebration across Asia.
A Lunar New Year Experience Beyond Home
Carlsberg is taking the celebration beyond the dinner table with CarlsCrib: CNY Edition. This will be happening in Kuala Lumpur from 30 January to 1 February 2026. Designed as a social hub for festive cheer, the event promises live house vibes, curated bites, exclusive merchandise, and interactive experiences. These are all anchored by Carlsberg’s smooth brews.
The activation reflects a growing shift in how brands engage audiences during festive seasons.
Turning Everyday Purchases Into Auspicious Moments
This Lunar New Year, Carlsberg is transforming routine shopping into hands-on festive excitement. At selected super- and hypermarkets, consumers who spend RM288 on participating Carlsberg brands can take part in the Shaking Prosperity Together experience. This is the time for you to shake the Prosperity Tree for instant rewards, including a limited-edition Carlsberg Rummy Set.
The rewards do not stop there. Shoppers can also unlock exclusive gifts across Carlsberg’s portfolio, from stylish luggage bags and BBQ grills to premium rummy sets, depending on brand combinations and locations nationwide.
Prosperity That Extends Well Beyond Reunion Dinners
Carlsberg’s festive generosity continues across multiple retail and on-trade channels. At 99 Speedmart outlets nationwide, shoppers stand a chance to share in a RM288,888 cash prize pool, with weekly angpow winnings throughout the campaign period.
Dining out also comes with rewards. Enjoying Carlsberg and its partner brands at food courts, restaurants, pubs, or bars unlocks contest entries, limited-edition playing cards, and weekly cash prizes. Even convenience store purchases come with instant Touch ’n Go credits and the chance to win high-value prizes, proving that festive fortune can arrive in many forms.
