A high-energy collaboration with SKAI ISYOURGOD (揽佬), and a must-have Carlsberg
一起發 Mini Mahjong Set come together for Carlsberg’s most exciting Chinese New Year yet.
Welcoming the Year of the Horse with bold energy and modern flair, Carlsberg kicks off Chinese New Year 2026 with one of its most ambitious festive campaigns yet. Fronted by a high-energy collaboration with international rap sensation SKAI ISYOURGOD (揽佬), the campaign brings together pop culture, tradition and celebration, anchored by the launch of the limited-edition Carlsberg 一起發 Mini Mahjong Set.
Powered by the brand’s festive platform Carlsberg 一起發 (Brewing Prosperity Together), the campaign positions Carlsberg as a bringer of luck, shared moments and prosperity, celebrating the joy of coming together during the Lunar New Year.
A Modern Remix of Tradition: Carlsberg x SKAI ISYOURGOD (揽佬)
Music takes centre stage this festive season as Carlsberg taps into its strong musical DNA through its collaboration with SKAI ISYOURGOD (揽佬). Known for his global hit Blueprint Supreme (大展鸿图) and the viral dance trends it inspired, the artist brings a fresh pop-culture edge to traditional Chinese New Year celebrations.
At the heart of the collaboration is an exclusive Carlsberg remix of Blueprint Supreme, featuring the witty hook “有嘉士伯乐”. The line is a clever play on the ancient legend of Bo Le (伯乐), the famed talent scout known for recognising exceptional horses. Reimagined for the modern era, Carlsberg positions itself as the brand that recognises and unlocks potential, encouraging consumers to charge confidently into the New Year.
Paired with the rhythmic blessing “马到成功速来财”, meaning success and wealth at a gallop, the remix transforms tradition into a contemporary social moment that unites communities through music, ambition and the shared pursuit of prosperity.
Carlsberg 一起發 Mini Mahjong Set, This Year’s Must-Have Portable Collectible
Fresh for 2026, the Carlsberg 一起發 Mini Mahjong Set emerges as the season’s must-have festive collectible. Designed for communal play, the compact set embodies the spirit of mastering one’s own fortune while keeping celebrations portable, making it ideal for reunion gatherings.
Consumers can earn one lucky draw entry for every $30 spent on Carlsberg Smooth Draught in a single receipt at major supermarkets and official e-commerce platforms. Entries can be submitted by uploading receipts via the link in Carlsberg Singapore’s Instagram bio (@CarlsbergSG).
A Premium Design Rooted in Tradition, Reimagined with Modern Craft
The limited-edition Carlsberg packaging for 2026 features a striking Year of the Horse design inspired by traditional Gilding Lacquer Art, a technique historically associated with luxury ceremonial objects. Enhanced with modern digital and AI-assisted illustration, the design blends cultural heritage with contemporary craftsmanship.
At its centre is a majestic golden horse charging forward beneath Carlsberg’s iconic Hop Leaf, reimagined as auspicious lucky clouds. The imagery symbolises energy, bravery, success and new beginnings, creating a bold visual presence for festive tables and gatherings.
Unlock Your Prosperity: Offline Festive Promotions & Redemptions
Fans can take charge of their own luck this season with various ways to win across all major retail touchpoints:
- Festive Wagon Trolley (Worth $98): Receive a free, limited-edition wagon trolley with a minimum purchase of $65 on Carlsberg Smooth Draught at participating supermarkets (while stocks last).
- “Under the Cap” Wins: Purchase Carlsberg bottles and check under the cap to win 60g Gold Bars, $888 Cash Prizes, or $1 off your next purchase at participating coffee shops, food courts, and hawker centres.
- 7-Eleven Exclusive: Spend just $8.80 on Carlsberg Smooth Draught at any 7-Eleven outlet for a chance to win Apple iPhone 17 Pro (Contest period: 14 Jan – 24 Feb 2026).
- More Promotions: Stand a chance to win 9g Gold Bar with every $10 purchase of Carlsberg at participating convenience stores and petrol mart outlets.
Together, the limited-edition design, SKAI ISYOURGOD collaboration and the Carlsberg 一起發 Mini Mahjong Set come together to deliver more joy, more luck and more fa (發) this Lunar New Year.
