CARLSBERG RELEASES LIMITED EDITION TO CELEBRATE CHINESE NEW YEAR

China is kicking off its New Year celebrations, marking the beginning of the Year of the Tiger, considered a symbol of courage, security and determination. All of these qualities will help the Asian giant to regain investor confidence after a 2021 that ended with many question marks over its economic stability. On this occasion we welcome the year of the Tiger, which will come to an end on January 23, 2023.

The Asian giant bids farewell to a 2021 in which the coronavirus pandemic has remained very present and in which the mobility restrictions imposed by the Chinese government in some provinces will continue during the celebrations. Millions of people have not seen their loved ones for two years. However, the Ministry of Transport estimates that 1.2 billion trips will be made this year, still far from pre-pandemic levels, but 36% more than last year.

To celebrate the Chinese giant’s most important annual event, Carlsberg Brewery has launched limited edition packaging designed by renowned illustrator Victo Ngai to celebrate the Year of the Tiger. Ngai’s artwork is often characterized by vivid, detailed lines, vibrant colors and detailed textures, often with familiar Chinese elements, which encourage prosperity and which this time are very much present in the limited edition packaging.

Andrew Khan, vice president of marketing for Carlsberg China notes that “we are delighted to work with Victo to bring the limited edition packaging to life to mark the start of the Year of the Tiger. This packaging represents our best wishes to our consumers for a good and better 2022.”