Carlsberg Asia Expands RedNote Partnership with 'Cheers from the Origin' Campaign
Carlsberg Asia has expanded its regional partnership with Chinese social commerce platform RedNote to launch 'Cheers from the Origin,' an online-to-offline marketing campaign operating across key Asian markets through October 2026.
Carlsberg Asia has deepened its strategic collaboration with RedNote, China's prominent social commerce platform, launching a new marketing campaign titled "Cheers from the Origin" (丹麥碰杯時刻). Starring award-winning Chinese actor Shawn Dou, the campaign targets Chinese-speaking, digitally active consumers across several key markets, including Hong Kong, Singapore, Malaysia, and Vietnam.
The activation forms a central component of Carlsberg Asia's broader Asia Digital Acceleration Program. Building upon a strategic framework established with RedNote last year, the initiative combines Carlsberg's brand portfolio with RedNote's data insights, creator network, and targeting features. The primary business objective is to convert online consumer engagement into physical foot traffic at bars and restaurants, as well as driving sales across digital commerce channels.
The creative foundation of the campaign is a hero film shot on location at the Home of Carlsberg in Copenhagen, Denmark. The video follows Dou through Carlsberg's historic brewery, museum, and research laboratory, highlighting the company's 179-year history and brewing methods. Featured products in the campaign include core global offerings, regional Chinese New Year editions, and non-alcoholic Carlsberg 0.0. The campaign also highlights a 12mm miniature toast element featuring a single drop of Carlsberg 0.0.
Scheduled to run through October 9, 2026, the campaign incorporates interactive digital elements within the RedNote mobile application. Users can participate in daily in-app missions, check in at designated venues along a curated venue trail named "The Perfect Serve," and share posts using the campaign hashtag. Points accumulated through these activities can be redeemed for promotional items, including co-branded Carlsberg x Liverpool football jerseys, signed photos of Shawn Dou, and branded merchandise.
According to Arindam Varanasi, Commercial Vice President at Carlsberg Asia, the campaign represents a key step in linking the company's product line with digital audiences and scaling online-to-offline conversions. Dodo Kwong, Regional Head of Asia Global Business Solutions at RedNote, added that the partnership leverages creator networks and authentic storytelling to guide consumer behavior toward real-world venue visits.
Key facts
- Carlsberg Asia has expanded its partnership with Chinese social commerce platform RedNote.
- The 'Cheers from the Origin' campaign covers Hong Kong, Singapore, Malaysia, and Vietnam.
- Actor Shawn Dou stars in the campaign's hero film, shot at the Home of Carlsberg in Copenhagen.
- The campaign features an interactive RedNote app integration driving physical foot traffic to a curated bar trail called 'The Perfect Serve.'
- The initiative runs through October 9, 2026, as part of Carlsberg Asia's Asia Digital Acceleration Program.
Why it matters
The partnership highlights how global brewing groups are increasingly utilizing specialized Asian social commerce platforms to drive online-to-offline (O2O) conversion. By integrating localized creator content and in-app interactive rewards with physical venue trails, beverage companies aim to bridge digital engagement directly with on-premise consumption and e-commerce sales in competitive Asian markets.
- Carlsberg Group — Newsroom: “"Cheers from the Origin" Kicks Off as Carlsberg Asia Expands Ties with RedNote”
This article was prepared by WBI.org from the sources listed above with the assistance of AI and reviewed by a WBI editor before publication. Information is attributed to its original sources.