Coca-Cola Celebrates Lunar New Year Across Southeast Asia

The beverage giant's regional campaign blends consistency with local relevance.

Published on Feb. 19, 2026

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Coca-Cola is launching a Lunar New Year 2026 campaign across Vietnam, Singapore, and Malaysia that features a cohesive festive design used across the region, while also allowing for customization to celebrate each country's unique cultural narratives.

Why it matters

Coca-Cola's approach to this regional campaign demonstrates how global brands can balance brand consistency with local relevance, tapping into cultural traditions and preferences to create meaningful connections with consumers.

The details

The Lunar New Year campaign was created in partnership with global design consultancy Elmwood. While the campaign carries a single cohesive festive design used across the three Southeast Asian markets, Coca-Cola co-created the content with local market teams to ensure each country could celebrate and create its own culturally relevant narrative.

  • Coca-Cola's Lunar New Year 2026 campaign will launch in the lead-up to the holiday celebrations.

The players

Coca-Cola

A global beverage company and one of the world's most recognizable brands.

Elmwood

A global design consultancy that partnered with Coca-Cola on the Lunar New Year campaign.

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The takeaway

Coca-Cola's approach to its Lunar New Year campaign demonstrates how global brands can effectively balance brand consistency with local cultural relevance, creating campaigns that resonate with consumers across diverse markets.