Eu Yan Sang is leaning into heritage led storytelling and premium design this Lunar New Year with a limited-edition collaboration alongside Jimmy Choo, marking the traditional Chinese medicine brand’s first partnership with a global fashion icon.
Headlined by the “Auspicious harmony” treasure chest hamper, the Lunar New Year 2026 collaboration brings together Eu Yan Sang’s 146-year wellness legacy and Jimmy Choo’s refined design sensibility. The result is a collector style gift set that reimagines festive gifting through craftsmanship, cultural symbolism and emotional value.
According to Sharon Tan, head of marketing for Eu Yan Sang Malaysia and Singapore, the collaboration was driven by shared values rather than a trend-led appeal. She told MARKETING-INTERACTIVE:
This partnership was born from a shared philosophy. Both brands are grounded in heritage, craftsmanship and a deep respect for legacy.
“For Eu Yan Sang, Lunar New Year is about honouring time tested wellness rituals while presenting them with contemporary relevance. Jimmy Choo brings a similar appreciation for artisanal detail, cultural symbolism and storytelling, which made the collaboration feel very natural.”
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Designed personally under Jimmy Choo’s creative direction, the treasure chest draws inspiration from vintage travel trunks and auspicious oriental motifs. It is intended to function not only as festive packaging, but as a keepsake that reflects sincerity, respect and gratitude, values closely associated with Lunar New Year gifting.
The limited-edition gift set is available in both Singapore and Malaysia, with customised contents tailored to consumer preferences in each market. In Singapore, only 100 sets are available, reinforcing the sense of exclusivity around the release.
Rather than rolling out a large-scale mass campaign, Eu Yan Sang opted for a more intimate, experience driven approach to launch the collaboration. The brand hosted its inaugural Lunar New Year gala event in December at Pan Pacific Singapore, welcoming close to 150 VIP retail members, corporate partners, media and KOLs. Guests were given an early preview of the treasure chest and the opportunity to place preorders on the spot.
Tan explained that the marketing strategy was intentionally restrained. “We focused on storytelling, earned media, experiential moments and owned channels. The idea was to let the collaboration unfold organically, anchored around Lunar New Year themes of reunion, gratitude and auspicious beginnings, while maintaining a sense of refinement befitting the partnership.”
The collaboration also reflects Eu Yan Sang’s broader brand evolution, as it continues to position itself beyond traditional retail and into the premium lifestyle and wellness space. While the partnership with Jimmy Choo signals an openness to cross disciplinary collaborations, Tan was clear that future tie ups will remain selective. “We are not pursuing collaborations for novelty. Shared values and purpose driven storytelling must be present.”
When done meaningfully, these partnerships allow us to express wellness, gifting and cultural traditions in fresh yet respectful ways.
The treasure chest gift set is available in both Singapore and Malaysia, but the items within the sets have been customised to suit the preferences of each market. Only 100 sets are available in Singapore priced at SG$1,888 each, positioning it as a collector’s item. Interested buyers are required to call to email Eu Yan Sang’s corporate sales team.
The Auspicious Harmony gift set is currently being displayed at three Eu Yan Sang stores in Singapore– Paragon, Takashimaya Shopping Centre and Jewel Changi.
Lunar New Year gifting is becoming increasingly design conscious and experience led. This year, Singapore-based fashion and lifestyle brand Love, Bonito has launched a limited-edition mahjong set for Lunar New Year, designed to celebrate togetherness and shared moments across generations. In conversation with MARKETING-INTERACTIVE, Suzanne Sarah Simanjuntak, senior director of global marketing and eCommerce, said that the set “is a natural extension of how we see fashion and lifestyle: creating pieces that bring women and their communities together, beyond just what they wear.”
1664 has also turned 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.
Over in Malaysia, Tiger Beer is leaning into street culture and live music to inject fresh energy into the new year, with a renewed collaboration with Tokyo-based streetwear label atmos for its Spirit of the Tiger collection. The collaboration reflects Tiger’s festive rallying call of 敢敢冲, (Dare to charge forward), a theme that speaks to momentum, confidence and looking ahead. Beyond fashion, Tiger Beer is also extending its festive presence into live, on-ground experiences.
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