Ignite the spirit of togetherness at Carlsberg’s Brewing Prosperity Together CNY
Bazaar, where tradition meets a modern twist
PETALING JAYA, 24 January 2024 – Get ready to experience a Chinese New Year (CNY) showcase like no other with Carlsberg’s ‘Brewing Prosperity Together’ CNY Bazaar. The brewer is ushering in the Year of the Dragon with two unique CNY Bazaars and inviting consumers to celebrate prosperity and festive beer drinking experiences at the 1 Utama Shopping Centre, Petaling Jaya and Gurney Paragon, Penang.
Firing up the festivities, the brewer hosted several CNY reunion dinners in Johor Bahru, Kota Kinabalu and Penang. In the Klang Valley, the reunion took place, in true Carlsberg fashion at the Grand Imperial’s flagship restaurant at The Club @ Bukit Utama. The evening was the epitome of CNY, treating guests to a scrumptious feast, heart-pounding Dragon dance performances, live music and an after-party that had everyone raising their Carlsberg in ‘cheers!’.
Commenting at the reunion dinner, Stefano Clini, Managing Director of Carlsberg Malaysia said, “As we continue ‘Brewing Prosperity Together’, we are once again delivering an array of artist-edition CNY festive packaging, running rewarding promotions and hosting engaging events with our customers, consumers, media, and friends of Carlsberg. Our CNY offerings aim to elevate the spirit of reunions, making every moment #BestWithCarlsberg.”
“Just as the dragon soars, may the Year of the Dragon be marked by the smoothness of shared laughter, the prosperity of reunion of loved ones, and the joy found in every sip of Carlsberg beer,” was Clini’s toast at the reunion dinner. At the Carlsberg’s CNY Bazaar, the artist-edition artwork is beautifully displayed, conveying greetings of ‘prosperity’ and ‘smoothness’ this festive season. With tradition seamlessly fusing with modern twists, visitors to the bazaar will be able to enjoy CNY beer drinking, immerse themselves in other engaging beer-infused activities, and enjoy a thrilling experience with many exclusive prizes up for grabs.
Consumers can look forward to journeying through a vibrant dragon-themed passage enjoying everything from food, cool collaborative merchandise by partners, workshops, games and of course the best complement to any outing – perfectly chilled Carlsberg brew at the 1 Utama CNY Bazaar from 25th January to 4 th February 2024.
Starting at the ‘Dragon Head’ entrance, a digital dragon gate warmly invites consumers, setting the tone for the enchanting adventure within. Once inside, they are welcomed with a free Carlsberg to complement their exploration journey into the heart of the bazaar. For an additional free drink, consumers can conquer all four dragon challenges (AR games) scattered throughout the CNY bazaar to unlock the golden opportunity to tap their very own beer — a contemporary digital twist to tradition!
As consumers embark on their adventure riding on the ‘Dragon Back’, they will discover a treasure trove of cool CNY gear, from exclusive Carlsberg merchandise such as Chinese gaming sets by TNTCO, to cool limited-edition fashion wear by DISSYCO and even special CNY charms by Gumme for their perfect CNY look.
While consumers take in the vibrant atmosphere, they also stand the chance to win fabulous prizes and special Carlsberg merchandise through the ‘Drumming Prosperity Together’ challenge. This is just before they reach the charming photo booth corner that allows them to capture the perfect Instagrammable reunion photo and create cherished CNY moments.
Arriving at the ‘Dragon Belly’ a culinary paradise with an array of popular CNY favourites pops up along the corridor. A must-try for consumers will be the Carlsberg Smooth Draught infused Tau Fu Fah and Guai Ling Gou by Soma and the Hop Leaf soft chunky cookies by EM’s Cookies. Food lovers can also dig into delicious skewers by Kua Food Fried Chuan or sink their teeth into mouth-watering sandwiches by Kuba Eats.
That’s not all! The journey continues to the CarlsBar, providing beer enthusiasts with an ideal setting to savour more Carlsberg brews. This chill-out zone will also play host to engaging cocktail workshops where consumers can experiment with making a ‘Fortune’ cocktail, conceptualised by mixologist Jason Julian. They will also be entertained by DJ and Busker performances, amplifying the already lively atmosphere. On the weekends and public holidays, even more workshops kick off where consumers can create Neon Lights, paint coasters or create their very own charms with Gumme.
The ‘Dragon Claw’ concludes the experience, where personal style meets pampering. Consumers can treat their footwear to meticulous shoe-cleaning services and indulge in fabulous manicures. They can also step into the world of sneaker couture with complimentary custom styling at MVP. Taking a trip into the mystical realm, they can also catch a glimpse of their destiny with the 2024 predictions showcased at the Zodiac station.
To enjoy a fun-filled CNY season, be sure not to miss the Carlsberg CNY Bazaar at 1 Utama’s 1st Floor Promenade – Link Bridge or celebrate at St. Jo & Festive Square at Gurney Paragon, Penang, which will be running from 2nd to 4 th February 2024. Join Carlsberg in embracing the spirit of ‘Brewing Prosperity Together’ at these thrilling locations.
For more exciting news and information on Carlsberg’s Chinese New Year celebrations, promotions and locations, visit www.carlsbergcny.com.my or follow @CarlsbergMY on Facebook at www.facebook.com/CarlsbergMY for the latest updates! And remember, as part of advocating responsible consumption, #CELEBRATERESPONSIBLY – if you drink, don’t drive.