Unpacking the ang bao designs that made us go 'wow' this CNY

With the annual Chinese zodiac slithering into the new year, several brands are using the festive chatter to their advantage with unique Chinese New Year (CNY) marketing strategies. 

Food and grocery delivery platform foodpanda went big this year with a month-long celebration featuring festive treats and delectable delivery. Meanwhile, Singaporean beverage brand Yeo's also went all out with the launch of three new packaging designs featuring the fortune cat, a vibrant symbol of prosperity and luck, to usher in the Lunar New Year. And most recently, LiHO unveiled an edible cup cover as part of the festivities. 

Nonetheless, a CNY celebration would not be complete without festive red packets. Below are some of the most jaw-dropping packet designs that filled MARKETING-INTERACTIVE's newsroom. 

Don't miss: Newsroom pick: Our favourite ang baos from local brands and agencies in 2024

1. Asahi 

Japanese beer brand Asahi has created a special red packet concept that blends tradition with a playful, interactive twist. Each packet comes with a curated sticker sheet filled with auspicious Chinese greetings alongside motifs of iconic festive elements like mandarin oranges and lanterns. This allows users to decorate their own unique red packets before handing them out.

The design also incorporates beautiful blind embossing to add an elegant, tactile dimension, thoughtfully bridging Asahi’s renowned Japanese craftsmanship with the spirit of CNY celebrations. Speaking to MARKETING-INTERACTIVE, a spokesperson for Asahi said the designs were crafted by Moon Rabbit Singapore, a local creative agency with the intention to allow consumers to be creative and customise their own red packet that is unique and personalised.

2. CapitaLand

CapitaLand has launched four distinct red packet designs ahead of CNY, each signifying a different festive wish and showcasing symbols such as peonies, pineapples, the Ruyi knot and lucky coins. A spokesperson for CapitaLand told MARKETING-INTERACTIVE that the red packets were designed by Chinese illustrator Tang Yiqi. 

"Flowing gracefully through smooth curves and bends, it symbolises boundless opportunities at every turn and serves as a remarkable showcase of the artist’s unique style, characterised by the incorporation of animals and nature. Tang Yiqi’s artistry also shines through her vibrant use of colours and motifs, blending whimsical humour with surrealism to create captivating and visually striking designs," the spokesperson said. 

3. Geneco 

To mark their four-year collaboration with National Parks Board’s (NParks) Garden City Fund (GCF), Geneco has launched a series of red packets inspired by Singapore's greenery. The designs illustrate a range of natural tones and individual gold accents that commemorate the different unique forms of Singapore's trees. This vibrant touch not only symbolises the lushness of the nation's green canopies, but also the blessing of family togetherness.

Crafted from 100% recycled paper, each packet highlights lesser-known insights into the country's towering evergreens, reinforcing the connection between nature and community.

4. Grab

Grab Singapore drove colour and life into MARKETING-INTERACTIVE's newsroom with their own spin on traditional red packets.

"We used to design new angpows every year featuring the zodiac animal of the year. This often leads to wastage. In the spirit of sustainability, we created an evergreen angpow design that stands the test of time (and occasions)," a Grab spokesperson told MARKETING-INTERACTIVE. 

They added, "We made sure not to feature any zodiac animals, and only used timeless greetings, so this angpow isn’t just for Chinese New Year—it’s perfect for weddings, birthdays, full moons, and more. We’ve been using it for 2 years now, and counting. The angpows are also made with FSC Recycled certified paper, eco-friendly glue, and soy ink."

5. GX Bank

Last but definitely not least, Malaysia's GX Bank has joined in on the red packet fun with its own eccentric take. Covered in flowery tile designs, the red and pink packets have the phrase "prosperity through the year" printed prominently, evidently wishing one and all good luck for the year to come. 

Seen any red packets that you loved? Share it with us on our Instagram page @marketinginteractive_asia. Follow us for more updates on our CNY celebrations in the newsroom!

6. Hepmil 

Hepmil has gone big this year with its out-of-the-box snake-inspired red packets. In conversations with MARKETING-INTERACTIVE, Adrian Ang, co-founder of Hepmil said, "With the Year of the Snake slithering in, our team at HEPMIL and SGAG thought it’d be hiss-terical to design an ang bao (red packet) that unfolds into a long snake. Perfect for drawing *sss-stunning* reactions from friends and family this CNY". 

He added, "As always, we gathered the wildest creative minds in the company to cook up, craft, and unleash our signature masterpiece to celebrate Chinese New Year—because nothing says festive like a little madness and a lot of genius". 

7. ION Orchard

ION Orchard's red packet design features the fan, a symbol of fresh beginnings, paired with mountain motifs that represent stability and grandeur. Inspired by the Year of the Snake, the design is finished with radiant gold foil for a luxurious touch. Available in chic red and bold orange, these red packets continue ION Orchard's tradition of incorporating auspicious symbols, such as florals and koi fish, into the designs for the festive period.

8. MAAD Creatives

MAAD Creatives has unveiled wacky red packet designs to usher in 2025's year of the Snake. The studio invites consumers to transform their red packets into a "celebration of personality" with three vibrant sticker sheets, all consisting of quirky illustrations, to put your own playful spin on tradition. 

"These red packets are designed to get conversations going and cameras clicking. Give them to friends, flaunt them on social media, or keep them as your crafty companions – Huat $nake is here to get tongues hissing to the beat of your individuality," MAAD Creatives said in a statement. 

9. Skechers 

Shoe company Skechers has unveiled a charming design featuring three adorable lucky cats wearing snake caps, each holding a symbol of good fortune, one with a gold bar, one with an orange, and the last with a Chinese ingot.

Each red packet is also printed with the traditional Lunar new year greeting, “招财进宝,” which symbolises ushering in wealth, prosperity, and success for the new year bringing an extra dose of luck to the season’s celebrations.

10. Starbucks

Starbucks continues its tradition of celebrating the festive season with designs inspired by the zodiac animals. For 2025, the year of the Snake design reflects the zodiac’s association with wisdom, intuition, and transformation.

A playful snake and floral motif are set against soft pastel hues of pink, blue, and yellow, symbolizing the joyous spirit of the new year. Bright floral accents and traditional Lunar new year symbols come together to create a festive and uplifting celebration, bringing good fortune and positivity to the season.

11. Trust Bank

To usher in prosperity during the festive period, digital bank Trust bank has unveiled limited-edition Lunar new year packets that put a fun twist on the all-time favourite "snakes and ladders" game. Available in three colours (orange, red and pink), the packets encompass this year's Snake zodiac in a creative fashion. The marketing team at Trust Bank and folks at Iris Singapore collaborated to create these unique packets. 

12. Zalora

Fashion brand Zalora has hopped on 2025's slithery trend by placing the snake zodiac at the forefront of its red packets. With a vibrant gold outline over a classic yet bold packet, it is no doubt these designs caught our attention. 

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