Artistic collaboration Carlsberg × Victo Ngai
Chinese New Year Limited Edition
About the Collaboration
Year of the Tiger Limited Edition
For Chinese New Year 2022, Carlsberg released this Art Edition as a celebration of creativity and cultural connection, created through a brand x artist collaboration with acclaimed illustrator Victo Ngai.
Together, they created a limited-edition packaging design that honors the spirit of renewal through an Eastern artistic lens. Blending tradition with modern visual storytelling, the project also highlights how art-led brand campaigns can elevate the brand’s craftsmanship, inspiring emotion, meaning, and timeless beauty.
In the artwork, ribbon dancers form twin tigers—symbols of renewal and auspicious harmony for the Year of the Tiger. Echoing themes of duality and balance, Ngai created Good Things Come in Pairs, weaving Carlsberg’s brand codes into a festive narrative built for cultural resonance across key Asian markets.
CAMPAIGN ACTIVATION
Art as a medium for brand storytelling
A combination of limited-edition packaging, pop-up experiences, outdoor displays, digital campaigns, and point-of-sale activations translated Victo Ngai’s artistic vision into a dynamic multi-touchpoint campaign for Carlsberg.
Visual Codes
Campaign Assets
- Design
- Experience
ABOUT THE ARTIST
Victo Ngai
Victo Ngai is a renowned Chinese illustrator born in Hong Kong and currently based in Los Angeles. Her work blends Eastern aesthetics with Western influences. She enjoys playing with scale to create visual contrasts that enrich storytelling, evoking surprise and emotion for the viewer. With her distinctive style and signature color palette, Victo Ngai creates surrealist illustrations that are both figurative and whimsical.
She elevates illustration to the level of fine art. A must-know Chinese artist for brands, her richly detailed visual narratives merge tradition, fantasy, and contemporary culture. Her work offers strong storytelling potential and a unique aesthetic, making her especially compelling for brands seeking meaningful, art-driven collaborations. Open and willing to collaborate, Victo Ngai brings depth, craftsmanship, and cultural resonance to every project.
OTHER WORKS
Luxury cognac limited edition for the Year of the Horse with a Chinese contemporary artist.
Maison Margiela collaboration with young textile artist: New Year, New Fragrance.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
