Culture in Red Packets
In 2023, Hilton transformed traditional Chinese New Year red packets into interactive cultural experiences, crafted by Intangible Cultural Heritage masters, creating unique, shareable stays that captivated and drew guests.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
HILTON
About the project
As Chinese New Year 2024 approached, Hilton sought to stand out in an intensely competitive travel season. Building on its commitment to Intangible Cultural Heritage (ICH), the brand aimed to turn every stay into a culturally immersive experience.
We transformed the most iconic CNY tradition — the Red Packet — into the medium itself.
Co-created with three master inheritors, each Experiential ICH Red Packet became interactive: a 72-form Magic Paper Flower, a Yangliuqing Woodcut printing kit, and a Chaoshan Oiled Paper Lantern adorned with auspicious calligraphy.
Workshops at Hilton hotels brought the crafts to life, inviting guests to engage, create, and share.
By turning a symbol of good fortune into a cultural experience, Hilton didn’t just attract holiday travelers — it ignited organic social buzz and conversation.
Smooth Scroll
This will hide itself!
This will hide itself!
Culture in Red Packets
OVERVIEW
In 2023, Hilton transformed traditional Chinese New Year red packets into interactive cultural experiences, crafted by Intangible Cultural Heritage masters, creating unique, shareable stays that captivated and drew guests.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
HILTON
About the project
As Chinese New Year 2024 approached, Hilton sought to stand out in an intensely competitive travel season. Building on its commitment to Intangible Cultural Heritage (ICH), the brand aimed to turn every stay into a culturally immersive experience.
We transformed the most iconic CNY tradition — the Red Packet — into the medium itself.
Co-created with three master inheritors, each Experiential ICH Red Packet became interactive: a 72-form Magic Paper Flower, a Yangliuqing Woodcut printing kit, and a Chaoshan Oiled Paper Lantern adorned with auspicious calligraphy.
Workshops at Hilton hotels brought the crafts to life, inviting guests to engage, create, and share.
By turning a symbol of good fortune into a cultural experience, Hilton didn’t just attract holiday travelers — it ignited organic social buzz and conversation.
Smooth Scroll
This will hide itself!
This will hide itself!
Culture in Red Packets
OVERVIEW
In 2023, Hilton transformed traditional Chinese New Year red packets into interactive cultural experiences, crafted by Intangible Cultural Heritage masters, creating unique, shareable stays that captivated and drew guests.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
HILTON
About the project
As Chinese New Year 2024 approached, Hilton sought to stand out in an intensely competitive travel season. Building on its commitment to Intangible Cultural Heritage (ICH), the brand aimed to turn every stay into a culturally immersive experience.
We transformed the most iconic CNY tradition — the Red Packet — into the medium itself.
Co-created with three master inheritors, each Experiential ICH Red Packet became interactive: a 72-form Magic Paper Flower, a Yangliuqing Woodcut printing kit, and a Chaoshan Oiled Paper Lantern adorned with auspicious calligraphy.
Workshops at Hilton hotels brought the crafts to life, inviting guests to engage, create, and share.
By turning a symbol of good fortune into a cultural experience, Hilton didn’t just attract holiday travelers — it ignited organic social buzz and conversation.
Smooth Scroll
This will hide itself!
This will hide itself!