This Lunar New Year, 1664 is turning its creative lens to reunion and togetherness with a limited-edition 1664 x Camille Walala mahjong set, launching from 8 January to 28 February 2026.
Designed as a contemporary collector’s piece, the mahjong set reimagines a timeless Lunar New Year tradition through bold abstract patterns and vivid festive hues, inspired by the playful visual language of French artist Camille Walala.
Created to spark joy and connection during reunion gatherings, the mahjong set transforms the game table into a statement of elevated celebration, where tradition meets modern creativity. The set will be available exclusively as a gift-with-purchase: shoppers who spend S$128 on any 1664 products at selected retail outlets and eCommerce platforms will receive it, while stocks last.
Don’t miss: How the 1664 X Walala partnership reinvents festive traditions across Asia
According to 1664 when MARKETING-INTERACTIVE reached out, mahjong was chosen as the centrepiece for the effort for its cultural significance, frequently played during Lunar New Year gatherings as a symbol of reunion, togetherness, and shared moments. For 1664 in Singapore, the game embodies the joy of coming together during the festive season, while a contemporary design lens allows the brand to honour age-old customs and celebrate modern expressions of togetherness.
Moreover, the collaboration with Walala was a natural fit for the brand. Known for transforming everyday objects into joyful, design-forward statements, Walala’s global sensibility and playful approach align with 1664’s “Playfully elegant” brand spirit, elevating the mahjong set into a collector’s piece, explained the brand.
The mahjong set forms part of 1664’s broader Lunar New Year initiative in Singapore, which spans both in-store and online channels. Rather than a standalone activation, the mahjong set is integrated within festive retail executions and digital touchpoints throughout the period.
This is not 1664’s first collaboration with the French artist. The partnership was first sparked in November 2025, when the beer brand worked with Walala to reimagine the holiday season through limited-edition designs and experiential activations.
Spanning Singapore, Malaysia, Hong Kong, mainland China and Vietnam, the earlier collaboration saw Walala’s playful aesthetic applied to 1664 Blanc, Rosé and Brut bottles and cans, alongside a range of co-branded merchandise and collectables, including red envelopes, tote bags, glasses and umbrellas.
Speaking to MARKETING-INTERACTIVE at the time, Rommel P. Fuentebella, senior director of premium and execution at Carlsberg Asia, said the collaboration exemplified the Carlsberg Group’s “Accelerate SAIL” strategy, which aims to drive bold growth, elevate professionalism and position the group as a positive societal force through experiences that resonate across APAC markets where lifestyle and creativity are highly valued.
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