A daring fusion of beer, streetwear and young people’s culture – celebrating music and culture of young people across Asia, China paving the way
Hong Kong,, September 29, 2025 / Prnewswire / – Tuborg,, Carlsberg Asia‘s The largest brand of international power in China,, Shows the volume in China with a dynamic collaboration which is all about the music, style and culture of young people. Associate with Billionaire boys club – The worldly recognized streetwear label co -founded by the Pharrell Williams fashion icon, Tuborg is launching an exclusive capsule collection that merges fashion, music and lifestyle. China leading to regional deployment, this campaign sets the tone for a movement rooted in authenticity and cultural relevance.
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At the heart of this collaboration is a shared commitment to authenticity, creativity and bold self -expression, explaining the most emblematic point of passion of Tuborg: music. Tuborg has long defended culture and organized the best musical experience for decades, in particular rap and hip -hop – as an expression of individuality and connection. Echoing the global influence of Tuborg, Billionaire Boys Club draws into the same energy, transforming the musical roots into streetwear that speaks to a generation. With the ambitious motto of the Billionaire Boys Club, “Wealth is heart and mind, not from the pocket,” He perfectly captures the spirit of this partnership: originality, compassion and curiosity that have brought to life through music and fashion.
Inspired by the unlimited creativity of youth, this collection of capsule has a dynamic range of lifestyle essentials that embody the dynamic spirit of Tuborg and the Billionaire Boys Club. Each piece is made to reflect the energetic essence of young people culture, mixing the inheritance led by Tuborg with the unique fusion of luxury and streetwear of the Billionaire Boys Club. The collection has a distinctive visual identity that marries the two brands with daring graphics, rich colors and innovative models that resonate with the adventurous spirit of the two brands.
The collection transcends typical fashion, transforming each element into a work of art that tells a story. Collaboration invites fans to express their individuality thanks to these exclusive conceptions.
- Graphic t-shirts which mixes the urban edge of the billionaire of boys with Tuborg’s feast spirit
- Sports and elegant caps with the collaborating logo
- Joints Designed for everyday adventures
- Playing cards inspired by art gout
Jeff Chong, director of premium international brands at Carlsberg Asia, said: “This collaboration reflects the synergy between two brands that speak of the spirit of youth. It marks an exciting evolution for Tuborg in Asia, based on our deep connection to musical culture. Collaboration with the billionaire boys’ club reflects our commitment to carrying out the culture of youth with relevance and creativity. Develop in other markets, we are proud to see Tuborg. Bold and optimistic energy that defines today’s generation.
The trip starts in China, with exclusive pop-up stores in Guizhou And Zhengzhou—Two cities pulsed with the energy of young people and the culture of streetwear. Under the rallying call “Live a billion lives again”, “ Collaboration invites young people to embrace their individuality and their limitless imagination.
The campaign has managed to extend its scope to Vietnam and Myanmar, where local activations highlight the dynamic intersections of music, fashion and community. This expansion reflects a commitment to engage with an audience that appreciates originality and creativity. Events and initiatives will be adapted to the unique cultural contexts of Vietnam and Myanmar, promoting a feeling of community and celebrating local talents. We will use engaging stories and multimedia content to connect with consumers and share stories that resonate with the aspirations of a new generation. Finally, we will build interactive facilities and events that dive participants in the lifestyle of Tuborg and Billionaire Boys Club, creating memorable moments that encourage self-expression and creativity.
About Carlsberg Asia
Created in 1847 by the brewer JC Jacobsen, the Carlsberg group is one of the main brasserie groups in the world, with an attractive portfolio of beer and other brands of drinks. With more than 37,000 employees, and with a presence on more than 125 markets, the group aims to brew on for a better today and tomorrow by doing business responsible and sustainably supports this objective – and stimulates efforts to offer value to shareholders and society.
Carlsberg Asia is a dynamic and diversified region comprising 8 operating markets: Cambodia, China, Hong Kong Sar, Laos, Malaysia, Myanmar, Singapore and Vietnam. In total, we have 34 breweries and some 12,000 employees spread to Asian markets. The Asian regional office is based in Hong Kong.
About Tuborg
Tuborg is a brand of vibrant beer, unconventional and imaginative born in Copenhagen in 1880. With the motto “Stagnation is declining” sunk above its original brewery door, Tuborg has always adopted progress and movement, fixing the rhythm for generations of experienced researchers. As a “social drummer”, Tuborg supports young people, music and spontaneous self -expression, offering a canvas for creativity and exploration. Known for its clear and smooth taste and balanced bitterness, Tuborg is sold in more than 80 countries and recognized as one of the 10 best brands of high -end beer in the world. It has been shaped in an elegant beer brand for young consumers around the world.
Since entering China in 2012, Tuborg has established himself as a bold and avant-garde beer brand for the next generation. In 2025, Tuborg introduced the brand’s slogan “Let release – why not!” To reflect an overview of today’s youth – many aspire to try new things but often hesitate. This inspires young people to explore and have fun, which facilitates humor, easy to open, easy to appreciate and easy to buy.
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Source Carlsberg Asia
