The collaboration between Carlsberg and REXKL presents a one month CNY showcase of customary performing  arts, culture and F&B. The premise will feature a fun maze bar created with Carlsberg crates, alongside an interactive digital wishing lantern area, where consumers can input their own CNY greetings or wishes. There is also an interactive Zodiac Wall, where beer enthusiasts can get tips on optimising abundance and prosperity for ‘smoothness’ and ‘longevity’ in the year ahead.

Carlsberg’s partnership with the KL Hawker & Petty Traders Association aims to help traders in Petaling Street get back on their feet. Through this collaboration, Carlsberg pledges support towards #SupportLokal to help hawkers and market vendors reclaim their glory days in both their lives and businesses. 

By telling their stories, highlighting their obstacles and driving awareness about their authentic culinary delights via video features on Social Media channels, Carlsberg believes it can promote and encourage local tourists to come together and support these traders.

“We are extremely happy to be able to work with an international brand like Carlsberg to shed light on our local traders and attract more visitors to this international tourist attraction. Whilst things are slowly moving in the right direction, especially with the rehabilitation of Petaling Street, there is still much more to be done. Many of these vendors have been here for over a century, so it is no longer just about preserving livelihoods, but also conserving the history and rich culture of what these individuals bring to the area. We are extremely grateful to have a brand like Carlsberg leading the reigns,” said Dato’ Ang Say Tee, Chairman of Kuala Lumpur Hawkers and Petty Traders Association.

“The campaign theme for CNY this year, ‘Coming Together for a Smoother Year’ is extremely fitting given what we have all lived through the last two years. 2022 is a new beginning for all of us, and Carlsberg, with such an astute understanding of their customers, has put together a campaign that not only encourages positivity but allows everyone to have better clarity and focus for a smoother, happier and healthier year ahead,” said Dato’ Joey Yap when he took centre stage sharing insights on the Lunar New Year 2022.