Coca-Cola is set to refresh the Lunar New Year and Tết celebrations in 2026 by engaging Gen Z across Vietnam, Singapore, and Malaysia. The initiative aims to preserve traditional festivities whilst allowing the younger generation to infuse their creativity, ensuring the celebrations remain relevant and personal. This year’s campaign encourages Gen Z to honour the festival’s meaning whilst expressing it in innovative ways alongside their families.
The campaign, developed with local teams, allows each country to highlight its cultural stories and rituals, unified by the theme of co-creation and togetherness. Tin Le Trung, Coca-Cola Trademark Category Lead in ASEAN and South Pacific, stated, “Our ambition with Lunar New Year Tết was to help keep our beautiful traditions alive by inviting younger generations to take part in shaping them.”
A key feature of the campaign is its festive visual identity, inspired by Asian craftsmanship, created in collaboration with Elmwood. This identity is reflected in packaging, retail displays, and digital platforms, allowing each market to express its cultural character whilst maintaining a shared festive foundation.
In Vietnam, the campaign theme “Weave a New Tet” encourages Gen Z to create new traditions with their families. In Singapore and Malaysia, the focus is on music, with a cross-border Lunar New Year anthem encouraging participation across generations.
The campaign integrates social storytelling, live experiences, and festive packaging, ensuring that celebrations connect with everyday moments. By involving Gen Z in preserving traditions, Coca-Cola demonstrates how brands can maintain cultural celebrations’ relevance by celebrating them with those who will carry them forward.
