Carlsberg Asia partners with RedNote for regional digital marketing campaign

The global beer giant Carlsberg Asia has expanded its collaboration with RedNote, China's leading social commerce platform, to roll out a new digital marketing campaign titled "Cheers from the Origin" (丹麥碰杯時刻). This initiative aims to strengthen engagement with modern consumers across major Asia markets, including Hong Kong, China; Singapore; Malaysia; and Vietnam.

Building upon the strategic partnership established last year, Carlsberg Asia and RedNote are combining forces to leverage the premium portfolio of Carlsberg with RedNote's social commerce capabilities, data insights, and extensive creator network. The campaign is designed to pilot innovative methods of reaching digitally-savvy Chinese-speaking consumers, ultimately converting online engagement into physical bar and restaurant visits, as well as e-commerce conversions.

The heart of the campaign is a cinematic hero film starring award-winning Chinese actor Shawn Dou, who embarks on a journey to explore Carlsberg's rich heritage in Copenhagen over the past 179 years. This film, along with a series of online-to-offline (O2O) beer experiences, brings Carlsberg's 179-year legacy and brand philosophy to life through a unique cinematic storytelling approach and a range of local O2O beer experiences created in partnership with RedNote in each market.

Arindam Varanasi, Commercial Vice President of Carlsberg Asia, emphasized that this campaign marks a significant milestone in their Asia Digital Acceleration Program. It demonstrates the partnership's commitment to connecting premium product offerings with digitally-engaged consumers, scaling online-to-offline conversions, and driving long-term, sustainable value for both the brands and Carlsberg Asia's business.

Dodo Kwong, Regional Head of Asia Global Business Solutions at RedNote, highlighted how their continued partnership with Carlsberg showcases how a heritage brand can thrive on their platform. Through authentic storytelling and a powerful creator network, RedNote guides consumers to new experiences, food pairings, and ways to enjoy Carlsberg, converting social engagement into tangible, real-world visits and measurable brand impact.

The campaign kicks off at the Home of Carlsberg in Copenhagen, guiding viewers through the brewery, museum, and Carlsberg Research Laboratory, where the brand's past and present come to life. Shawn Dou, as Carlsberg's narrator, takes viewers on an immersive journey through original details highlighting brewing craftsmanship and the brand's open-innovation mindset that has driven industry breakthroughs over the years.

The "Cheers from the Origin" campaign showcases Carlsberg's extensive product collection, featuring global favorites and limited Chinese New Year editions tailored for Asian markets. Viewers will also enjoy a playful search for the world's smallest toast, a 12mm miniature beer packed with the essence of Carlsberg 0.0.

As part of the campaign, Carlsberg Asia invites consumers across Hong Kong, China; Singapore; Malaysia; and Vietnam to not only discover the brand's origin story but also to celebrate their own "Cheers moments." From now until October 9, 2026, the campaign amplifies Carlsberg's heritage and quality, inviting both travelers and locals to explore a curated trail of premium bars and restaurants through culturally-relevant occasions and content creator partnerships on RedNote.

Through this O2O campaign, Carlsberg Asia is tapping RedNote's user-generated content engine and advanced targeting capabilities to reach digitally-savvy consumers, driving both online and offline brand discovery and conversion. By completing daily missions in the RedNote app, consumers can check in at featured establishments, unlock exclusive rewards, and share their Cheers moments (#丹麥碰杯時刻) in real time.

Each market's bar trail is anchored by "The Perfect Serve," a nod to Carlsberg's heritage and quality, from origin to Asia.