An array of beverage, food, and personal care brands created eye-catching packaging to celebrate Lunar New Year and the Year of the Dragon.

Kate Bertrand Connolly, Freelance Writer

March 20, 2024

10 Slides

At a Glance

  • Many spirits and beer brands created dragon-themed packaging to welcome the new lunar year
  • Limited-edition package formats included bottles, cans, cartons, tubes, and gift boxes
  • Red, seen as a lucky color in Chinese culture, and gold, symbolizing prosperity and good fortune, drove many of the designs

Lunar New Year is becoming a limited-edition packaging opportunity for brand owners in Asia and beyond. The holiday fell on February 10 this year, and in the weeks prior, brands in several consumer goods categories launched Lunar New Year packaging designs.

The limited editions for 2024 are heavy on dragon imagery, as the “Wood Dragon” is the animal associated with the current year. The Chinese zodiac, which is based on the Chinese calendar, assigns an animal to each year based on a 12-year cycle.

Spirits and beer packaging were particularly well represented during the recent Lunar New Year season, but several food and personal care brands also launched special packs.

Limited-edition packaging that highlights the holiday season is particularly relevant for products sold as gifts, such as whisky and cognac. Sunkist leveraged this idea with dragon-themed packaging for oranges, a traditional gift at Lunar New Year.

Start the slideshow to see how brands ranging from Johnnie Walker to Estée Lauder adapted their packaging to resonate with the Year of the Dragon.

About the Author(s)

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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