Tuborg Partners with Billionaire Boys Club for Youth Culture Campaign

Carlsberg Asia has announced a vibrant collaboration between its flagship brand, Tuborg, and the renowned streetwear label, Billionaire Boys Club. This initiative is set to celebrate music, style, and youth culture, with a significant focus on China as the lead market for the rollout. The partnership aims to create an exclusive capsule collection that merges the worlds of fashion and music, appealing to a generation eager for authentic expression.

At the core of this collaboration lies a mutual commitment to creativity and self-expression. Tuborg, known for its deep ties to music culture, particularly in genres like rap and hip-hop, has long been a platform for individuality. The brand’s history of championing music aligns seamlessly with Billionaire Boys Club, co-founded by fashion icon Pharrell Williams. Together, they embody a spirit of originality and community, reflected in the collection’s slogan: “Wealth is of the heart and mind, not the pocket.”

The capsule collection is designed to resonate with the energetic essence of youth culture. Each item features bold graphics and innovative patterns, merging Tuborg’s music-led heritage with Billionaire Boys Club’s unique streetwear aesthetics. This initiative transforms traditional fashion pieces into art that tells a story and invites fans to showcase their individuality through these exclusive designs.

Jeff Chong, Director of International Premium Brands at Carlsberg Asia, commented on the partnership, stating, “This collaboration reflects synergy between two brands that speak to the spirit of youth. It marks an exciting evolution for Tuborg in Asia, building on our deep-rooted connection to music culture.” Chong emphasized the importance of inspiring young people to express themselves authentically through style, music, and community engagement.

The campaign will commence in China, with exclusive pop-up stores planned in the cities of Guizhou and Zhengzhou. These locations are known for their vibrant youth energy and streetwear culture, setting the stage for the collection’s unveiling. Under the rallying call “Live a Billion Lives Again,” the collaboration aims to inspire young individuals to embrace their imagination and express their identities without limits.

Beyond China, the initiative is expanding into Vietnam and Myanmar, where localized events will highlight the intersection of music, fashion, and community. These activations will be tailored to reflect the cultural contexts of each country, fostering connections with local audiences who value originality and creativity. Interactive installations and events will also be part of the campaign, encouraging participants to immerse themselves in the Tuborg and Billionaire Boys Club lifestyle.

This partnership not only advances the visibility of both brands but also aims to create memorable experiences that resonate with the aspirations of today’s youth. As Tuborg continues to expand its reach across Asia, the collaboration with Billionaire Boys Club positions it as a leader in youth culture, characterized by relevance, creativity, and authentic self-expression.

Established in 1847, the Carlsberg Group is one of the world’s leading brewery groups, with a presence in over 125 markets. Tuborg, launched in Copenhagen in 1880, has grown into a top premium beer brand, recognized for its crisp taste and commitment to youth culture. Since entering China in 2012, it has become synonymous with boldness and fashion, recently introducing the slogan “Let Loose – WHY NOT!” to connect with the adventurous spirit of young consumers.