Carlsberg launches AI-generated Lunar New Year packaging

Carlsberg has introduced a range of limited edition packaging to mark the Lunar New Year and the upcoming Year of the Horse, with designs rolling out across selected Asian markets.

The packaging, developed for Carlsberg Asia, includes bottles, cans and multipack formats intended for at-home consumption and social occasions. The designs incorporate visual references associated with the Year of the Horse, a zodiac symbol commonly linked with qualities such as energy, independence and good fortune.

The artwork features a horse motif positioned against a dark green background, with red and gold accents used throughout the design. Carlsberg’s hop leaf logo has been adapted into cloud-like forms, drawing on traditional symbolic imagery often associated with prosperity and celebration during Lunar New Year.

According to the company, the visual concept draws inspiration from the historic Gilding Lacquer Art Technique, which has traditionally been applied to decorative and luxury items across parts of Asia. The final artwork was produced using artificial intelligence, combining digital tools with references to established craft traditions.

At Carlsberg, we are committed to celebrating the moments that matter most to our customers. Lunar New Year is a regional story lived locally, and we are proud to once again bring a unifying brand experience to markets across Asia.

Jeff Chong, Director, International Premium Brands.

The 2026 release marks the sixth consecutive year Carlsberg has produced Lunar New Year packaging linked to the Chinese zodiac, following a series of limited edition designs introduced annually since 2021.

The Lunar New Year packaging forms part of Carlsberg Group’s wider focus on premium brand development and market growth across Asia. The limited edition packs are scheduled to be available through February 2026 via selected retailers in China, Malaysia, Singapore and Vietnam.