ShanghaiMay 22, 2026 /PRNewswire/ — On May 22, 2026, Penfolds announced the launch of its new “Cultural and Creative Series,” unveiling the series’ debut piece—the Penfolds “Cultural and Creative Series” artist Chen Fenwan co-branded edition. Rooted in cultural heritage and driven by trendsetting innovation, this series revitalizes traditional Chinese culture through contemporary aesthetics, cutting-edge perspectives, and bold creativity, presenting it in a highly distinctive manner. As the first collaborating artist in this series, Chen Fenwan employs traditional paper-cutting as a medium, blending folk culture with contemporary art. Through a more engaging, diverse, and innovative visual language, she infuses wine culture with a fresh experience.
“Collaborating with Penfolds has been a creative journey full of surprises for me,” shared artist Chen Fenwan. “I have always hoped that traditional craftsmanship could engage in more interesting dialogues with modern life. Penfolds’ understanding of traditional folk customs and its exploration of innovation made me feel a resonance in our shared belief in ‘revitalizing tradition.’ We are both using our own ways to bring cultural symbols that carry good wishes into the daily lives of the new generation.”
Penfolds collaborates with artist Chen Fenwan to launch the “Cultural and Creative Series” co-branded edition
The design inspiration for this co-branded edition stems from traditional Chinese culture’s wishes and aspirations for a better life. The design concept is deeply rooted in the abundant auspicious elements of folk culture, reinterpreting characters and patterns with auspicious meanings through a contemporary visual language to form unique cultural symbols. Artist Chen Fenwan combines paper-cutting traditions, folk culture, and contemporary art, presenting six wine labels with powerful artistic expression and bold, innovative color schemes. These labels feature six auspicious characters—”福” (blessing), “富” (wealth), “寿” (longevity), “囍” (double happiness), “發” (prosperity), and “財” (fortune)—embodying traditional Chinese culture’s hopes for life, family, fortune, and wealth. The designs also incorporate elements such as “hands,” “peaches of immortality,” “gourds,” “ruyi” (auspicious scepter), “auspicious clouds,” and “grapes,” set against Penfolds’ iconic red background. By transforming these traditional auspicious characters into vibrant contemporary patterns and using the hollow-cut techniques of paper art to extend each character’s interior into an independent “pattern universe,” the designs endow traditional culture with a new visual vitality.
Penfolds “Cultural and Creative Series” artist Chen Fenwan co-branded edition
The red blend wines in this Penfolds “Cultural and Creative Series” are sourced from Penfolds’ Chinese production regions, underscoring the brand’s firm commitment to the Chinese market while continuing its dedication to preserving and honoring traditional culture. Upholding the brand philosophy of “Boundless • Transcendence,” Penfolds continuously pushes the boundaries between wine and diverse cultures, creating a unique new experience in wine culture. The brand consistently focuses on the local culture of its production regions, actively exploring the integration of wine and culture to forge deeper emotional connections and give back to local communities. This collaboration with artist Chen Fenwan is another vivid extension of Penfolds’ EVERMORE philosophy. By merging the artist’s imaginative creative language with traditional culture and youthful trends, Penfolds allows tradition to shine anew through a contemporary artistic lens, attracting more younger generations to engage with and approach wine culture, awakening cultural empathy in the new era.