Joining Forces with International Musician Jay Park to Ignite the Asian Market, Reinforcing the Brand’s Youthful and Trendy Identity
HONG KONGJune 22, 2026 /PRNewswire/ — Tuborg Beer, the flagship international brand of the Carlsberg Group in Asia, is building on the momentum of its global creative campaign “Do What You Want,” launched in March this year, by fully rolling out this core brand initiative across key Asian markets, including China, Vietnam, and Myanmar.
Tuborg Beer’s New Campaign ‘Do What You Want’ Advertisement
Tuborg Beer’s New Campaign ‘Do What You Want’
As Generation Z increasingly values self-expression and individuality, Tuborg Beer continues to drive brand innovation to maintain cultural resonance and a unique identity. In line with the Carlsberg Group’s strategic goal of strengthening global beer brands, Tuborg Beer has launched a refreshed brand image. Featuring bold, trendy, and dynamic visual designs, it enhances the brand’s youthful energy and modern aesthetic while preserving its iconic brand DNA.
Tuborg Beer’s New Campaign ‘Do What You Want’
Having long been deeply rooted in youth culture, Tuborg Beer has always been closely connected to music, creativity, and diverse social experiences. This campaign positions the brand as a trendy beer choice with a strong attitude for the new generation of beer consumers.
As part of this strategy, Tuborg Beer has announced a collaboration with internationally renowned Korean-American musician Jay Park, appointing him as the new Asian brand ambassador. As a cross-cultural music icon spanning K-pop, hip-hop, and R&B, Jay Park wields significant influence among Generation Z and is deeply connected to music and hip-hop culture. His journey from breaking away from traditional idol paths to becoming an independent musician and entrepreneur perfectly embodies Tuborg Beer’s “Do What You Want” campaign philosophy. His influence in music, fashion, and dance makes him the ideal ambassador for this initiative.
In addition to his extensive music career and recent tours across Asia, Jay Park has served as a mentor on popular youth-oriented variety shows such as “Street Dance of China” and “The Rap of China,” further highlighting his influence in the region. Jay Park’s image of staying true to himself and daring to challenge conventions aligns closely with the brand, effectively conveying the core value proposition of “Do What You Want.”
Tuborg Beer’s New Campaign ‘Do What You Want’
As part of this campaign, Tuborg Beer has given its can design a fresh interpretation, adopting the creative direction of “Upgraded Exterior, Classic Essence” to present a bold yet trendy visual style. The new packaging features a design language inspired by dynamic rhythm, enhancing color contrast while optimizing label design, and prominently highlighting the brand’s iconic “Clockman” emblem to boost recognition and visual consistency. At the same time, the brand’s signature green and blue colors are rendered in an electric style, visualizing and modernizing the “Do What You Want” brand attitude.
Meanwhile, the pull-tab design on bottled products creates a convenient “open and drink anytime, anywhere” experience, echoing a more spontaneous lifestyle and reinforcing the brand’s free-spirited and rebellious personality. This further enhances its appeal among today’s experience-driven consumers.
Jeff Chong, Carlsberg Asia International Premium Brand Director, stated: “This brand refresh is not just about updating the ambassador or product design; it represents a comprehensive evolution of the entire Tuborg brand. As consumer needs shift from functional attributes to value identification and cultural resonance, ‘Do What You Want’ has become a key extension of the brand philosophy. The collaboration with Jay Park is crucial for amplifying Tuborg’s bold and optimistic brand image, enabling us to connect more effectively with contemporary consumers.”
Ma Ye, Senior Marketing Manager at Carlsberg China, also commented: “Music is a core brand DNA that Tuborg has cultivated for years and a key link connecting us with younger audiences. This collaboration with renowned artist Jay Park brings ‘Do What You Want’ to life. Through attitude-driven visual expression and refreshed packaging, we interpret a life attitude and trendy aura of being unrestricted and daring to break boundaries. The brand deeply integrates music culture with individual expression, further bridging emotional connections with the younger generation, transforming beer from a simple product into a cultural carrier. By leveraging social platforms to spark discussions and encourage consumers to create their own interpretations of ‘Do What You Want,’ we aim to create a more buzzworthy trend phenomenon and continuously amplify the brand’s influence.”
The campaign has been rolled out in China, Vietnam, and Myanmar, featuring localized activities that combine music, fashion, and community culture. In the Chinese market, Tuborg Beer amplifies its reach through collaborations with social influencers and user-generated content formats, encouraging consumers to interpret “Do What You Want” in their own way. In the Vietnamese market, the brand leverages TikTok challenges and impromptu content creation to spark user creativity, achieving diverse dissemination of the brand philosophy.
Regional markets are simultaneously implementing immersive offline experiences and social online campaigns, linking influencers and ordinary users in two-way content creation. Through authentic and organic interaction scenarios, these efforts drive active user participation and spontaneous sharing, deeply embedding the brand’s trendy philosophy into youth circles.
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