Carlsberg glides into the Year of the Snake with a festive bang

CARLSBERG Brewery Malaysia Bhd set the tone for a prosperous Chinese New Year with an opulent celebration at Star Oriental in EkoCheras Mall – one of the Klang Valley's largest and most contemporary banquet halls.

The grand dinner brought together key partners, media heavyweights, and Carlsberg’s leadership team for a night of culinary delights, entertainment, and exclusive previews.

The evening kicked off with a traditional Yee Sang tossing, followed by a decadent eight-course feast, which included the crowd favourite of succulent Carlsberg charcoal-grilled Iberico pork ribs.

Attendees had a blast participating in the giant digital Snakes & Ladders board game.

Adding a vibrant touch, a live four-piece band performed a medley of Chinese New Year and pop tunes, creating an atmosphere brimming with energy and joy throughout the night.

In attendance were Carlsberg Malaysia’s leadership team, including managing director Stefano Clini, marketing director Olga Pulyaeva, corporate affairs and sustainability director Pearl Lai, and supply chain director Sergey Rychkov.

Media luminaries such as Star Media Group’s group chief executive officer Chan Seng Fatt and chief business officer Lydia Wang also graced the event, underscoring the strong partnerships Carlsberg fosters.

A lively four-piece band kept guests entertained all night, performing a mix of classic and modern festive and pop numbers.

Guests were treated to an exciting life-size game of Snakes & Ladders, where they competed for prizes like Carlsberg x TNTCI apparel, Carlsberg board game coaster sets, Grab Mart vouchers worth RM178, and elegantly designed Carlsberg ang pow packets.

The evening also offered an exclusive first look at Carlsberg Danish Pilsner and Carlsberg Smooth Draught’s artist-edition Chinese New Year bottles and cans.

This contemporary Chinese New Year packaging is a creative masterpiece by the celebrated, award-winning artist duo YAO from Malaysia and Su Su from China.

Themed “Brewing Prosperity Together”, this year’s Chinese New Year campaign celebrates Carlsberg’s 178th anniversary.

The Chinese characters pronounced as ‘178’ in Chinese pinyin, take centre stage, symbolising unity and prosperity.

A standout feature of this year’s festive packaging is a striking snake motif – a nod to the Chinese zodiac Snake – with Carlsberg’s iconic hop leaf cleverly reimagined as its head.

The design showcases the snake gracefully weaving its way through blooming peonies, orchids, and dazzling fireworks.