"Cheers from the Origin" Kicks Off as Carlsberg Asia Expands Ties with RedNote

Carlsberg Asia has launched a new digital campaign called “Cheers from the Origin” in partnership with RedNote, a leading Chinese social commerce platform, marking a significant step in expanding the company’s presence across key Asian markets. The initiative features award-winning Chinese actor Shawn Dou, who embarks on a journey to explore Carlsberg’s roots in Copenhagen, Denmark. The campaign aims to enhance consumer engagement through a blend of cinematic storytelling and online-to-offline (O2O) experiences, leveraging RedNote’s extensive creator network and data analytics. The campaign officially kicked off on August 20, 2026, with events centered around the Home of Carlsberg in Copenhagen. This location serves as both a historical and contemporary hub for the brand, showcasing its rich heritage and innovative spirit. Shawn Dou’s journey begins here, taking him through the historic brewery and museum before moving on to the Carlsberg Research Laboratory. At each stop, he uncovers the intricate processes and traditions that have defined Carlsberg over its 179-year history. The collaboration between Carlsberg Asia and RedNote builds upon their existing strategic partnership established the previous year. This new campaign represents a broader effort to accelerate Carlsberg’s digital transformation across Asia, focusing on connecting its premium product range with digitally engaged consumers. By integrating RedNote’s social commerce capabilities, the campaign seeks to create immersive experiences that encourage users to transition from online interactions to physical visits at bars and restaurants, as well as e-commerce purchases. Arindam Varanasi, Commercial Vice President of Carlsberg Asia, emphasized the importance of this campaign within the context of the company’s Asia Digital Acceleration Program. He stated that “Cheers from the Origin” exemplifies Carlsberg’s commitment to fostering partnerships that drive sustainable growth and long-term value. Similarly, Dodo Kwong, Regional Head of Asia Global Business Solutions at RedNote, highlighted how the campaign showcases the potential for heritage brands to thrive on platforms focused on community and discovery. She noted that through authentic storytelling and the influence of RedNote’s creator network, consumers are guided toward new experiences and deeper brand connections. Shawn Dou’s involvement adds a layer of cultural relevance and celebrity appeal to the campaign. As he traces Carlsberg’s legacy, he interacts with key figures such as Master Brewer Zoran Gojkovic, exploring the science and artistry behind brewing techniques. One highlight of the campaign includes a unique exploration of the world’s smallest toast, a 12mm miniature of Carlsberg 0.0 beer, demonstrating the brand’s attention to detail and innovation. These elements are designed to engage audiences and provide them with tangible insights into Carlsberg’s commitment to quality and excellence. The campaign also introduces a diverse product lineup tailored to Asian markets, ranging from globally recognized favorites to special edition releases for occasions such as the Chinese New Year. Each product is paired with specific O2O experiences crafted in collaboration with RedNote, ensuring that consumers can translate their digital discoveries into real-world interactions. These experiences are intended to reinforce brand loyalty and encourage repeat engagement through a combination of educational content, interactive challenges, and localized promotions. As the campaign unfolds, Carlsberg Asia and RedNote plan to expand the reach of “Cheers from the Origin” across additional markets in the region. They aim to leverage the success of this pilot program to refine strategies that will support future initiatives focused on enhancing consumer engagement and driving sales through integrated digital and physical touchpoints. The ultimate goal is to establish a more profound connection between Carlsberg’s heritage and the evolving preferences of modern consumers in Asia.