1664 Blanc Vietnam celebrates Têt 2025 with a collaboration featuring French artist Dimitri Rybaltchenko. His vibrant artwork reimagines iconic Têt symbols through a blend of French elegance and Vietnamese tradition. Managed by Somexing Art Agency, this partnership highlights the fusion of local culture codes and modern artistry, emphasizing Vietnam’s growing role as a hub for global brands.
In Asia, 1664 Blanc is celebrated for its chic and refined brand identity, seamlessly blending French playful elegance with the Art de Vivre, and position as a leader in premium beer culture across Asia. For the festive edition 2025, Dimitri drew inspiration from the traditions of the Vietnamese Lunar New Year. Têt, one of Vietnam’s most significant celebrations, symbolizes the arrival of spring and is a time for renewal, family gatherings, and paying homage to ancestors, incorporating iconic motifs like hoa mai (yellow apricot blossoms) and hoa đào (peach blossoms) – symbols of happiness and prosperity.
At the heart of the artwork is a Parisian Ferris wheel transformed into a dazzling, colorful wheel of fortune invoking the themes of luck, hope, and renewal, central to the Têt festivities. Surrounding the wheel are vintage-inspired glossy flowers in full bloom, symbolizing new beginnings, while the palette of bold colors with hints of gold celebrates the joy and vitality of the season.
Somexing’s Art Collaboration Expertise
This collaboration exemplifies the agency’s expertise in selecting the perfect artist to combine the brand’s identity with the local cultural identity through art. Somexing curated the artist, adapted the original artwork for packaging, and produced an array of branded content to bring this artistic collaboration to life across several consumer touchpoints.
A Campaign Engaging Consumers Offline to Online The 2025 Festive Edition campaign by
1664 Blanc Vietnam was brought to life through outdoor events and digital channels activation, delivering an immersive and interactive experience to its audience. Representations of the wheel from Dimitri Rybaltchenko’s artwork have been installed across the country, inviting followers to join in the festivities. Fans are encouraged to capture and share their moments – posing in front of the wheel or presenting a limited-edition product – using the campaign hashtag #Mo1664BlancVuiTetBatNgo.
Vietnam’s growing role as a hub for global brands Vietnam has rapidly emerged as a dynamic market in Southeast Asia, driven by its robust economic growth and youthful, forward-looking population. As a country deeply rooted in tradition yet open to global influences, Vietnam offers a unique opportunity for brands like 1664 Blanc to connect with an audience that values both cultural heritage and modern innovation. By partnering with Dimitri Rybaltchenko, 1664 Blanc Vietnam not only honors the rich traditions of Têt but also reinforces its commitment to participating in the cultural and economic evolution of Vietnam.
