HK brands' lai see packaging designs: 5 designs we really loved in the newsroom

Red packets are definitely a great opportunity for brands in Hong Kong to send their blessings to consumers during Chinese New Year, as well as giving a good impression to increase their brand awareness. 

While some brands such as yuu launched a campaign introducing its lai see packets with scratch-off discounts, others have taken a more different style of approach creating authentic lai see packaging for consumers to spread the joyful message of the Year of the Rabbit.

Having showcased brands’ creativity, this special occasion also allows them to engage with the consumer. Here are some lai see packets that our Hong Kong newsroom thought have stood out from the sea of red.

1. yuu

Local lifestyle brand yuu has teamed up with local design team, THE CABINET, and its chief designer, Malou Ko, to bring yuu members its first limited-edition lai see packets with scratch-off discounts for the Year of The Rabbit.

Ko mixes traditional Chinese New Year motifs with a modern touch that adds a little secret surprise in the design. Two unique designs are available including the classic and auspicious red and gold pattern, as well as the striking neon orange and pink combo.

Each lai see packet will transform into a leaping rabbit when opened, doubling the fun factor. The silver on the back of the red packets is a scratch-off for Wellcome, Market Place, Mannings or 7-Eleven discount codes for the online shopping platform yuu, which showcases the brand’s creative touch to engage with consumers.

From 22 to 31 January 2023, yuu members can also give out lai see with yuu points to friends and family, wishing them good luck and happiness.

2. Harbour City

This year, Harbour City has invited Mayuka Morimoto, the Japanese Embroidery artist, to create six embroidery artworks with a rabbit theme, presenting the imagination of a rabbit in a sea of flowers with each stitch.

The Chinese zodic Rabbit, which is sometimes lively and energetic, and sometimes well-behaved and quiet, leaps onto the lai see packets and transforms into the bright and eye-catching embroidery lai see packets.

Every set of the lai see packets comes in six designs with a total of 18 pieces. It is designed in a circle-shape just like the embroidery hoop and the texture of embroidery is imitated by exquisite hot stamping, embossing and debossing printing technique.

Each lai see packet shows various rabbits in the field and brings it to life. The artistic creation of the embroidery lai see packets makes it a work of art and displays the unique talent of Mayuka Morimoto, which is of great appreciation and collection value. The back of the lai see is printed with embroidered embellishments and added blessings quotes with matching designs.

3. HBX

HBX, the global eCommerce and retail platform, has teamed up with fashion brands Human Made and Needles, as well as artist MADSAKI, to curate a set of exclusive red packets in celebration of Lunar New Year.

The red packets in prosperous red and gold come in a set of three unique graphics designed by each collaborator. Symbolical for fortune and joy, wealth and prosperity, the red packets were available from 4 January as a gift with purchase at HBX Hong Kong, HBX New York, as well as worldwide on hbx.com.

Human Made introduces a rabbit motif to HBX’s red packet design to welcome the Year of the Rabbit. The gold rabbit is wrapped with Human Made’s logo and completed with its famous slogan “Gears for futuristic teenagers”.

Infusing the brand’s signature embroidery craftsmanship, Needles’s red packet for HBX features its iconic text logo of Needles in an embroidery frame, adorn with the traditional auspicious clouds and geometrical shapes.

4. Disneyland

In celebration of The Walt Disney Company’s 100th anniversary, Hong Kong Disneyland Resort has rolled out a series of activities to welcome fans and consumers to kick off 2023.

To fill the year with extra good fortune, guest will also receive a newly designed StellaLou-themed lai see at the park entrance during the first four days of Lunar New Year, 22 to 25 January, while supplies last.

Furthermore, a rich line-up of immersive activities will also be introduced, from having both the long-awaited 10K Weekend and all-new Duffy and Friends themed play experiences in March and “StellaLou’s Wonderful Wishes Ballet” to a series of Heroic Encounters with Marvel Super Heroes in May. Additionally, the highly anticipated Frozen-themed land, World of Frozen, will open in the second half of 2023. 

5. Pacific Place

To welcome a flourishing new year ahead, Pacific Place has designed 3D red packets featuring the White Rabbit. The red packet depicts two White Rabbits amidst a dynamic ambience as it unfolds.  The red packet design further encapsulates wishes of good wealth and with an exquisitely designed pouch – charming, portable and reusable.  It also exudes elegance and delicacy to appear as a classy accessory for various festive occasions.

Furthermore, the mall has also collaborated with creamy candy brand “White Rabbit” to present a Rabbit-themed installation, to evoke childhood memories as a customary festival delicacy that has been cherished across generations. 

The installation will be unveiled from 10 January to 5 February 2023 at Pacific Place, together with the first-in-Hong Kong exclusive White Rabbit pop-up store in town.  The exclusive pop-up store will introduce not only a brand-new flavour of the creamy candy in the city, but also limited-edition White Rabbit-themed merchandise.

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