How Hong Kong Lunar New Year lai see red packet designs blend tradition and innovation

From snake-themed events to whether your luck is in: discover all you need to know about the coming Lunar New Year in our Year of the Snake 2025 series. Handing out red packets filled with money is a Chinese new year tradition that dates back to the Han dynasty (206BC to AD220). Originally meant to ward off evil spirits, the red packets – called lai see in Cantonese and hong bao in Mandarin – are today given by married people and the elderly to bring good luck to younger relatives and the unmarried. The hierarchical system of lai see giving is “big to small”, “old to young”, and “senior to junior”. Handing out red packets is a great way for companies to boost their brand awareness. But how many of us take a close look at the designs that adorn the packets? While many corporations use traditional red and gold colours, there is no doubt the envelope is being pushed when it comes to design. Balancing tradition and modernity is a delicate dance, says Malou Ko Nga-sze, founder of The Cabinet, a Hong Kong design studio specialising in branding that has created red packets for clients. A common approach companies adopt, says Ko, is to have two red packet designs: one for the more traditional and mature recipients and another that is more vibrant and playful for a younger audience. “When designing them, it is vital to make sure the message is clear, regardless of language or cultural background,” says Ko. We also do [lai see packets in] purple because in ancient China it was an emperor’s colour, so it has royal meaning Malou Ko, founder of design studio The Cabinet “Those like me who received red packets growing up have a stereotypical image of what traditional red packets look like,” she says. “But in Hong Kong, there are a lot of people from different cultural backgrounds who receive red packets, so the design has to be universal and not just a traditional Chinese one.” Age, culture and demography should also be considered, says Ko. The Cabinet took this into account when designing red packets in 2020 for Sheraton Hotels and Resorts. Ko says the envelopes needed to appeal to a diverse audience. Its design was inspired by the theme “The Infinity World”, which aligns with the brand’s slogan, “Where The World Comes Together”. Brand alignment is important. For Sheraton’s VIP envelopes, burgundy paper was used to give a sense of luxury, with the Sheraton crest surrounded by gold coins. Ko says red and gold are the most popular colours among traditionalists. Red symbolises energy, happiness, and good luck in Chinese culture. Some companies choose a more vibrant palette, such as neon pink and orange to appeal to a younger generation. “We also do purple because in ancient China it was an emperor’s colour, so it has royal meaning,” Ko says. Yellow can be added, she says, as it is also associated with imperial China and is often the colour used to decorate royal palaces, altars and temples. Black and blue are a big thumbs down, though, as these colours are associated with death and funerals. “A long time ago white was a funeral colour, but it is becoming more acceptable to use it today,” Ko adds. Ko likes to inject humour into lai see envelope designs, as well as interactive features that add an element of surprise. An example of this is the red packets The Cabinet designed in 2023, the year of the Rabbit, for Hong Kong lifestyle brand Yuu. What made Yuu’s packets stand out was a scratch-off section that revealed shopping discount codes for retailers Wellcome, Market Place, Mannings and 7-Eleven. And they were fun: each packet, when opened, transformed into a shape like that of a leaping rabbit. One year she designed an envelope handed out by her own company that was inspired by the boxes of oranges seen in supermarkets at Lunar New Year. As for The Cabinet’s Year of the Snake design, Ko says it is fun and aims to reframe negative perceptions of the snake. “The design plays on the phrase ‘snake around the corner’, which means a long queue, to symbolise luck,” she says. Balancing tradition with sustainability is also challenging. While the gesture of handing out physical packets is a tradition that is unlikely to fade, there has been a shift towards electronic red packets, which are simple and convenient and eliminate the use of paper and banknotes. For physical red packets, some companies opt for designs that can be reused or have a longer lifespan, moving away from single-use products. This is much needed. On average about 320 million red packets are handed out annually in Hong Kong, which is equivalent to 16,300 trees, according to environmental group Greeners Action. Unlike many companies and mass-market brands that have a new design for each lunar year, Hong Kong lifestyle brand Goods of Desire sells evergreen red packets that include designs inspired by the metal letterboxes found in old buildings in the city. Likewise, The Lion Rock Press, which sells Hong Kong-inspired gifts, books and stationery, avoids using the year’s zodiac animal on its red packets. Instead, it applies generic Lunar New Year imagery such as lion dances and lanterns, which means the same envelopes can be used every year, cutting down on waste. “Any overstock would have to be put away for 12 years before being used again – or it is thrown away, which is not in line with our environmental impact goals,” says The Lion Rock Press’ founder, Claire Yates. Yates says that, while red and gold are the most popular colours, some envelope designs are getting more daring. “Even blue and purple that were once avoided are now used, often nicely embossed with gold foil.”

How Hong Kong Lunar New Year lai see red packet designs blend tradition and innovation

A designer of lai see envelopes given out at Lunar New Year talks about adding novelty to them while still satisfying traditionalists