Knowing that Chinese New Year is an important occasion for its consumer, Hennessy wanted to engage its audience and hero the cultural importance of the festivity. To achieve that, we conceptualised and executed Hennessy Chinese New Year 2020 in Singapore and Hong Kong — a gastronomical experience that paired Chinese New Year snacks with the Hennessy VSOP Privilège, highlighting its flavour profile. Upholding the zeitgeist of Chinese New Year traditions, other key activities in the experience included an interactive wishing tree and fortune capsules.