Media OutReach
Coca-Cola Lunar New Year 2026 Refreshes Beloved Traditions by Inviting Gen Z to Co-Create Local Celebrations Across Southeast Asia
This year’s Lunar New Year/ Tết campaign focuses on re-engaging Gen Z as the new torchbearers of tradition, encouraging them to carry the New Year celebration forward by honouring its meaning while expressing it in their own creative ways — side by side with parents, grandparents, and extended family.
The campaign was built from ground up with local teams, allowing each country to lead with its own cultural stories, symbols, and rituals while being quietly connected by a shared idea of co-creation and togetherness.
“Our ambition with Lunar New Year/Têt was to help keep our beautiful traditions alive by inviting younger generations to take part in shaping them,” says Tin Le Trung, Coca-Cola Trademark Category Lead in ASEAN & South Pacific. “Across our markets, we worked closely with local teams to reimagine familiar rituals, not replace them but to refresh them. Whether it’s re-interpreting Tết symbols in Vietnam or bridging generations together through music in Singapore and Malaysia, the goal was to create celebrations that feel meaningful, joyful, and shared.”
A Shared Festive Look, Brought to Life Through Local Craft
At the heart of the campaign is a festive visual identity inspired by Asian craftsmanship, created in partnership with global brand and design consultancy Elmwood. Seen on cans, packaging, retail displays, and digital touchpoints, the system unifies the shared festive foundation, while giving each market the freedom to express its own cultural character.
Across markets, the idea of bringing generations together, like threads woven into a single celebration, shapes how the campaign comes to life. From storytelling and social content to live experiences and festive packaging, each activation invites people not just to enjoy Lunar New Year, but to take part in creating it together.
- Celebration in Every Detail: Fireworks – universal symbols of joy and new beginnings – are reimagined through the lens of Asian craftsmanship. The design incorporates textural details developed with cultural inspiration from Asia’s intricate embroidery, Vietnamese brocade, and Peranakan beadwork, creating a modern, inclusive style that reflects regional diversity and artistry.
- Standout Shelf Presence: Anchored by the auspicious Golden Swallows in flight alongside peach/apricot blossoms and lucky red money envelopes to symbolize and encourage family connection (in Vietnam), and limited-edition can designs featuring bold, spirit horses charging alongside flowers, ingots, oriental fans, and bamboo – each a symbol of fortune, longevity, and success (in Singapore Malaysia) – the designs make every Coca-Cola pack a collectible festive keepsake and a meaningful gift for family and loved ones.
“Our ambition was to create an identity that feels universally festive yet deeply local. For example, brocade isn’t just textile, it’s storytelling that celebrates and unites the 54 diverse ethnic groups in Vietnam,” said Lisa Balm, Executive Creative Director, Elmwood Asia. “The embroidery and weaving technique evoke intricate detail and richness, creating a culturally layered aesthetic that feels both intimate and celebratory. By focusing on shared symbols and reimagining them through the artistry and cultural depth of Asian craftsmanship, we created a single visual language that successfully translates across Tet and Lunar New Year.”
Locally focused Creative Platforms in Action
Vietnam: ‘Weaving a New Tet’
In Vietnam’s fast emerging, tech savvy market, the campaign theme “Dệt Nên Tết Mới” (“Weave a New Tet”) encourages Gen Z to create new traditions with their families. At the heart of the campaign lies a short film ‘Stitched Together’ which tells a story of a traditional family reunion, brought to life by innovative AI technology. The film is centred on the Vietnamese brocade art form, with every character, object & gesture in the film. The campaign is further amplified with a mini three-episode social film series where each episode heroes a Tet cultural item reimagined through modern visual storytelling, encouraging families to see familiar traditions into a new light.
- For Gen Z, TET meals often feel predictable. The Coke Half-Half Tablecloth transforms the dining table into a festive centerpiece, visually dividing the table into two halves: one for honoring beloved Tet classics and the other for showcasing modern global flavors Gen Z craves. To inspire creativity, Coca‑Cola released a curated collection of Half-Half table ideas, blending traditional dishes with bold twists like sushi rolls, tacos, and fusion sliders.
- Coke Drinkable Pháo, inspired by the crackle of firecrackers, adds a playful layer of interaction. The episode features a Vietnamese family coming together to thread strings through iconic Coca-Cola cans, tying them together to create a vibrant, eye-catching red firecracker display that is both modern and traditional. The “click” of a can opening not only signals the start of a refreshing sip but also heralds the grand beginning of the Tet celebration. Everyone lends a hand, chatting as they work – this is when the whole family “weaves” a new New Year by drawing closer together, transforming the often tedious task of cleaning into a bonding moment filled with laughter.
- Coke Red Envelope: For Gen Z, the age-old Lì Xì tradition often feels like a draining ritual. The reimagined “Lì Xì from the heart” reimagines the traditional red envelope, turning it from a simple, functional gift into something deeply meaningful. Beyond lucky banknotes, each envelope holds priceless treasures from the giver’s heart: an old family photo with the promise ‘Let me take care of the family matters,’ a handwritten note telling his sister to ‘always smile brightly,’ and even a jogging date for his younger brother—each one celebrating connection, creativity and care.
Singapore & Malaysia: A Cross‑Border LNY Anthem
In Singapore and Malaysia, where festive music powers connection across generations, the theme “Grab a Coke & Huat Together this New Yearl” centers on an original Lunar New Year Anthem, 可口可樂，共創好年” that anchors a wider social-first and on-ground celebration, encouraging participation across generations both online and offline.
- Music for All Generations: The song blends festive orchestration with contemporary Pop and Rap, performed by 3P (Malaysia) and Mayiduo (Singapore), and was developed hand‑in‑hand with local teams to reflect cross‑border festive traditions. From decorating homes with modernised calligraphy scrolls to gifting blind boxes in place of traditional angpaos, the music video showcases generations for all ages coming together, bridged through meaningful experiences led by Gen Z.
- Immersive On Ground Experiences: In the bustling hearts of Singapore and Malaysia, vibrant experiential activations come to life, inviting families to enjoy and immerse themselves in a rich tapestry of uplifting activities such as calligraphy, fortune telling, and creating their own version of the Lunar New Year anthem.
From Social to Store
Designed as a fully integrated campaign, the Coca-Cola Lunar New Year / Tet 2026 celebrations unfold across social storytelling, live experiences, festive packaging, and in-store moments. From shareable films and music-led participation to large-scale festive activations and easy access at retail, the campaign connects celebrations with everyday moments – making it simple for families to take part whether at home, online, or in-store.
Partnerships with Grab, e-commerce platforms, supermarkets, and convenience stores ensure that festive moments flow naturally from celebration to purchase, supporting both traditional trade and modern retail.
By placing local culture and human creativity at the centre, and by inviting Gen Z to play an active role in preserving Lunar New Year traditions, Coca-Cola shows how brands can help keep cultural celebrations meaningful – not by standing apart from tradition but by celebrating it together with the people who will carry it forward.
For more information, visit www.cocacola.com or follow Coca-Cola on Facebook and Instagram.
Hashtag: #Cocacola
The issuer is solely responsible for the content of this announcement.
About Coca-Cola ASEAN & South Pacific
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. The Coca-Cola ASEAN and South Pacific (ASP) operating unit serves 25 diverse countries across Southeast Asia, Australia, New Zealand, and the Pacific Islands. We offer a diverse portfolio of great-tasting beverages including sparkling beverages, water, juices, dairy, nutrition, sports, and tea. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities, and the planet through water replenishment, packaging recycling, sustainable sourcing practices, and carbon emissions reductions across our value chain.
Together with our bottling partners, we help bring economic opportunity to local communities across the region.
Learn more at www.coca-colacompany.com and follow us on X, Instagram, Facebook, and LinkedIn.
Media OutReach
Hong Kong Gifts and Premium Fair and Home InStyle to Unveil Market Trends in April 2026
In 2026, the Hong Kong Gifts & Premium Fair will spotlight four key focuses – personalisation, sustainability, health & wellness, and culture & creativity – guiding buyers to discover products that reflect the latest market trends and consumer preferences.
The fair will once again feature the highly acclaimed Hall of Fine Designs, a convergence point of reputed brands. First time exhibitors include Alpha Art Gifts LLC (United Arab Emirates), known for its unique and high-quality gift solutions; Crown Decor Pvt Ltd (India), a leading manufacturer for premium laminates. And the distinguished Hong Kong brands Camel and RedA will continue showcase their products at the fair. In addition, the Shanxi Pavilion will make its debut at the Hong Kong Gifts & Premium Fair 2026. This year, the Zhejiang Pavilion, for the first time led by the Department of Commerce of Zhejiang Province, will bring a large number of exhibitors. Meanwhile, the Korea Pavilion and Busan Pavilion will return with even greater presence.
Furthermore, the Hong Kong Exporters’ Association will assemble Hong Kong companies to form a pavilion, showcasing the design skills and branding excellence of Hong Kong’s product designers. The Smart Design Global, organised by Hong Kong Exporters’ Association, will also showcase shortlisted entries and signature products from its participating companies at the Gifts & Premium Fair, leveraging the fair as a platform to promote Hong Kong original designs to international markets.
Running concurrently, Home InStyle will focus on new materials, culture & creativity, and gerontechnology for silver‑age living, aligning with emerging lifestyle and consumer trends. The fair completes the sourcing journey by fostering meaningful connections and spark fresh inspiration across the design and lifestyle community.
A key highlight remains the signature Cultural and Creative Avenue, which will showcase distinguished designs from around the world and welcome international brands that blend unique design concepts with cultural heritage. The fair’s collaboration with Pantone will be elevated, with the Colour of the Year 2026 “Cloud Dancer” prominently featured in this zone. Through trend-focused displays and real-life applications, visitors will see the colour brought to life, helping buyers and exhibitors visualise its use in contemporary home and lifestyle products.
Furthermore, funded by the Innovation and Technology Commission, Home InStyle will launch the Gerontech and Innovative Material Pavilion, where nearly 20 local enterprises will present a wide range of innovative technology products and solutions designed for senior living, while highlighting the application of new materials in home spaces.
“Adding to the fair’s design-led highlights, the 2nd MOTIFX – Embracing the Beauty of Chinese Culture exhibition, organised by the Hong Kong Design Institute (HKDI) under the Vocational Training Council (VTC) and sponsored by the Cultural and Creative Industries Development Agency (CCIDA), invites emerging designers to reinterpret traditional Chinese elements for contemporary contexts. The project seamlessly integrating historical components into modern objects, interiors, and lifestyle products while deepening new generations’ engagement with their cultural heritage.”
Home InStyle will also host a selection of international brands known for their craftsmanship and creativity. Highlights include vibrant hand-blown Bohemian glassware, handmade baskets and bags woven from wild grapevines alongside classic bamboo steamers, and licensed DC Comics illuminated signs.
Throughout the fairs, a series of seminars and forums will bring together leading industry experts to share forward-looking insights on key trends and future developments, from creative thinking and the silver economy to sustainability and beyond. These sessions are crafted to foster meaningful dialogue and equip attendees with the latest market intelligence. As a comprehensive one-stop sourcing platform, the fairs unlock exciting business opportunities and deliver a diverse, world-class selection of lifestyle products and services tailored to every buyer’s needs.
Digital platform creates efficient exhibition experience
Under the EXHIBITION+ model, the fairs integrate offline and online elements. Buyers can continue searching for products and services on the hktdc.com Sourcing platform and network through the Click2Match smart business-matching platform. During the physical fair, buyers can use the Scan2Match function of the HKTDC Marketplace App to scan exhibitors’ exclusive QR codes, bookmark favourite suppliers, browse product information and continue discussions with exhibitors online during or after the show.
One stop registration for HKTDC trade fairs:
https://tinyurl.com/yc8jvdpp
Hashtag: #HKTDC #GiftsFair #HongKong #TradeFair #Innovation #sustainable
https://www.hktdc.com/event/hkgiftspremiumfair/en
The issuer is solely responsible for the content of this announcement.
The Department of Trade and Industry of the Philippines, together with the Foreign, Commonwealth and Development Office, the British Council and the ASEAN Secretariat, convened over 270 leaders, policymakers, creatives, and investors from ASEAN and the United Kingdom in Manila for the ASEAN–UK Creative Economy Symposium 2026, reinforcing the region’s push to harness the creative economy as a key driver of growth, innovation, and cultural identity.
Deputy Secretary-General of ASEAN for ASEAN Economic Community (AEC), Satvinder Singh, said:
“ASEAN is well-positioned to harness the full potential of the creative economy. Six out of eleven ASEAN Member States now rank among the top 70 globally in the WIPO Global Innovation Index’s creative outputs dimension. ASEAN recognises that intangible assets, such as intellectual property, brands, and design as the currencies of modern creative economy. The ideas, expressions, and innovations our creators produce must be protected, valued, and commercialised.”
UK Ambassador to ASEAN, Helen Fazey, said:
“The UK and ASEAN are advancing together through trust, cooperation, and shared priorities. This partnership reflects a strong and growing relationship built on mutual respect and a shared ambition to support sustainable economic growth, innovation, and opportunity across the region. Through initiatives like the ASEAN–UK Advancing Creative Economy programme, we are deepening collaboration, strengthening people-to-people links, and supporting the development of vibrant and resilient creative sectors.”
ASEAN-focused research highlights pathways for growth in the creative economy
New research under the ASEAN–UK Advancing Creative Economy initiative is providing critical insights into the evolution and economic potential of cultural industries across the region.
Arts and Technologies in ASEAN: Interconnected Parts, commissioned by the British Council, examines the fast-growing creative technology landscape across ASEAN. Drawing on more than 60 interviews and case studies, the report explores how artists are using digital tools—from AI to immersive media—while also analysing the regulatory environments shaping innovation. It highlights both the dynamism of the sector and the need for stronger support systems to sustain growth.
Complementing this, the Regional Perception Poll on the ASEAN Creative Economy offers a comprehensive view of how the sector is understood across the region. Based on insights from over 4,000 respondents, including both producers and audiences, the study highlights the interconnected nature of creative ecosystems and the relationships between artists, industries, policymakers, and communities. Its findings underscore the need for tailored, context-specific strategies and stronger regional collaboration to unlock further growth.
Together, these research outputs provide valuable evidence to inform policy, guide investment, and strengthen UK–ASEAN partnerships.Building on this work, a new ASEAN festival research and mapping initiative is underway, expanding earlier studies to provide a more comprehensive understanding of the region’s diverse festival landscape and identify opportunities for future collaboration.
Country Director Indonesia and Director South East Asia, Summer Xia, said:
“Through the ASEAN–UK Advancing Creative Economy initiative, we are investing in the research, skills, and partnerships needed to support long-term growth in the creative sector. The symposium in Manila was an important opportunity to share these resources and ensure they are shaped by and for the region. By working closely with the Foreign, Commonwealth and Development Office and the ASEAN Secretariat, we are helping to build a stronger, more connected creative economy across ASEAN countries.”
Underscoring the broader vision of the initiative, Deputy Secretary-General of ASEAN for ASEAN Socio-Cultural Community (ASCC) San Lwin has reaffirmed, in separate engagements, that the ASEAN-UK Advancing Creative Economy programme maximises the region’s creative potential to fuel socio-economic growth and cultural exchange. He reiterated the shared commitment to leveraging innovation and creativity as key connectors to drive prosperity, deepen cultural unity, advance social equity, and promote sustainable, inclusive development in order to forge an “ASEAN Community of Opportunities for All.”
Learn more at: ASEAN Creative Economy Initiative
Hashtag: #BritishCouncil
The issuer is solely responsible for the content of this announcement.
About the British Council
The British Council is the UK’s international culture and education organisation. We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. We do this through our work in arts and culture, education and the English language. We work with people in over 200 countries and territories. In 2024–25, we reached 600 million people.
www.britishcouncil.org
Media OutReach
Bangkok Unveils “KUDTHAI” Cultural Showcase in Emerging Songwat District During Songkran
Presented in collaboration with the Tourism Authority of Thailand, the initiative reflects a growing effort to spotlight Thailand’s cultural identity through contemporary retail and experiential tourism.
“KUDTHAI” — derived from the Thai word “Kud,” meaning “to carefully select” — brings together a refined selection of Thai brands, artisans, and culinary talents, highlighting craftsmanship, local wisdom, and modern design for both local and international audiences.
The inaugural “Song Wat KUDTHAI 2026,” taking place from April 9–12 at Lost in Songwat, marks the first time The Mall Group extends its retail experience beyond its flagship developments into one of Bangkok’s most talked-about neighborhoods. Once a historic trading hub along the Chao Phraya River, Songwat is now re-emerging as a vibrant cultural enclave attracting a new generation of creatives and global travelers.
Extending this experience into the city’s premier retail destinations, “KUDTHAI 2026” will also be held from April 8–19, 2026 across the EM District — Emporium, EmQuartier, and Emsphere — creating a connected journey between Bangkok’s emerging cultural quarters and its established lifestyle hubs.
This multi-location approach reflects a broader shift in how visitors experience Bangkok — moving fluidly between heritage neighborhoods and contemporary retail environments.
While Songkran remains one of Thailand’s most globally recognized celebrations, “KUDTHAI 2026” offers an alternative lens — focusing on curated cultural discovery through design, gastronomy, and local creativity.
At the EM District, the “EM District Thai Hansa Maha Songkran: A Summer of Thai Celebration” from April 10–15, 2026 further enhances the experience with immersive installations, signature water attractions, and themed markets including THAI-POP MARKET at Emporium, THAI LOCAL MARKET at EmQuartier, and THAI-TAINMENT MARKET at Emsphere.
A highlight includes “Little Song Wat,” bringing culinary names from the historic Songwat community into the heart of the city, reinforcing the connection between Bangkok’s evolving cultural districts and its modern retail landscape.
Together, these activations position Bangkok as more than a festive destination during Songkran — but also as a city redefining how tradition is experienced through innovation, culture, and commerce.
Hashtag: #KudThai2026 #SongwatKudThai #FriendsOfSongwat #bangkoksongkarn #Bangkokshopping #TheMall #EMDISTRICT
http://www.emdistrict.com/The issuer is solely responsible for the content of this announcement.
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