To mark the first Spring Festival since Chinese New Year was inscribed on UNESCO’s Intangible Cultural Heritage of Humanity list, Budweiser has partnered with Chinese luxury fashion house Shanghai Tang to unveil the limited edition - the Year of the Snake “Transformation and Rebirth” collection, an innovative fusion of cultural heritage and modern design.
Budweiser Year of the Snake “Transformation and Rebirth” collection
A Modern Take on an Ancient Ritual
With 3 decades in the Chinese market, Budweiser has developed a deep-rooted understanding of local culture. In collaboration with Shanghai Tang, Budweiser presents the limited-edition collection honoring China’s intangible cultural heritage (ICH).
Drawing from the Chinese New Year tradition of wearing new clothes to symbolize renewal, the collection transforms beer packaging into a canvas of cultural storytelling, blending heritage craftsmanship with contemporary aesthetics to express the spirit of new year.
Three nationally acclaimed ICH masters brought the design to life:
- Suzhou embroidery (from Song Dynasty, over 1,000 years): intricate decorative patterns
- Dongyang bamboo weaving (from Tang Dynasty, over 1,300 years): rich cheongsam textures
- Panhua buttonwork (from Southern Song Dynasty, 900 years): detailed finishing flourishes
Bottle details featuring China’s intangible cultural heritage craftsmanship
Together, these traditional techniques breathe new life into the Lucky Serpent totem—an emblem of wisdom and fortune, while engaging younger generations in a tactile cultural experience.
Crafting Tradition for a Global Stage
Budweiser launched the collection with the “Transformation and Rebirth Party” at the historic Peace Hotel. The event brought ICH to life with eight fashion showcases featuring garments that blend traditional techniques with modern silhouettes, seamlessly merging ICH into today’s fashion.
Fashion showcases featuring garments that blend traditional techniques with modern silhouettes
The evening drew a diverse gathering of international influencers, fashion visionaries, ICH masters, global media, and overseas guests, who engaged in hands-on ICH craftsmanship experiences. From embroidery to weaving, guests witnessed—and participated in—the living legacy of Chinese artistry, building bridges across cultures and generations.
Budweiser x Shanghai Tang "Transformation and Rebirth Party"
Beyond Celebration: A Commitment to Cultural Vitality
As many ICH techniques face extinction due to lack of market demand, this collaboration proves that cultural legacy can evolve without being lost. By fusing ancient artistry with modern design and global platforms, Budweiser and Shanghai Tang move ICH from static preservation to dynamic celebration.
This initiative is more than a marketing activation, it’s a visionary cultural strategy. With Shanghai Tang’s design expertise and Budweiser’s global presence, the collaboration amplifies Eastern aesthetics and positions Chinese heritage as a living, shareable cultural language.
The limited-edition Budweiser Year of the Snake “Transformation and Rebirth” collection
Budweiser’s approach reframes cultural preservation as active participation. By embedding ICH in everyday life, it turns relics into rituals, and artifacts into icons. Through this partnership, Budweiser affirms its commitment to making Chinese culture not only visible but vital on the world stage.
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Country: China
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