HONG KONG, 14 February 2026 – Cathay Pacific, luxury fashion house Hermès, and Swiss banking giant UBS have emerged as top winners in Hong Kong’s annual lai see (red envelope) design poll, highlighting how global brands are increasingly leveraging Lunar New Year traditions to strengthen brand identity and client engagement.
The poll, conducted among Hong Kong residents and collectors, ranked the companies’ red envelope designs among the most creative and visually compelling for the Year of the Horse, reflecting the growing cultural and commercial significance of these symbolic festive items.
Red envelopes, known as lai see in Cantonese and hongbao in Mandarin, are traditionally gifted during Lunar New Year as symbols of prosperity, good luck, and blessings for the year ahead.
Lai See Evolve from Tradition to Brand Identity and Collectible Assets
What began as a cultural tradition has evolved into a powerful branding and marketing tool. Today, financial institutions, airlines, and luxury brands compete to create distinctive lai see designs that reflect both heritage and corporate identity.
Cathay Pacific’s winning design stood out for its artistic detail and cultural symbolism, while Hermès showcased its signature luxury craftsmanship, and UBS impressed collectors with intricate designs reflecting wealth, renewal, and forward momentum.
For global financial institutions such as UBS, lai see envelopes have become more than festive gestures, they are tangible representations of client relationships, prestige, and brand positioning in Asia’s competitive wealth management sector.
In Hong Kong, these envelopes have become prized collectibles, often traded in secondary markets due to their limited-edition designs and cultural value.
Symbolism and Cultural Significance Reinforce Emotional Brand Connection
The Year of the Horse carries deep cultural symbolism, representing energy, resilience, progress, and success, qualities that resonate strongly with financial institutions and global brands positioning themselves as partners in clients’ long-term growth journeys.
Many companies incorporate zodiac symbols, gold accents, and intricate artwork into their designs to convey prosperity and optimism.
UBS, for example, featured horse motifs representing strength and unstoppable progress, reinforcing its positioning as a global wealth management leader.
Hermès, known for its luxury heritage, incorporated refined artistic elements that reflect exclusivity and craftsmanship, while Cathay Pacific’s designs emphasised cultural authenticity and creative storytelling.
These designs serve not only as festive tokens but also as emotional connectors between brands and their clients.
Marketing Power of Cultural Relevance in Asia’s Wealth and Luxury Sector
The annual lai see poll underscores the importance of cultural engagement in Asia’s business landscape, particularly in financial services, luxury goods, and premium consumer sectors.
In Hong Kong and across Asia, red envelopes play a central role in Lunar New Year celebrations, symbolising prosperity and reinforcing social and business relationships.
By investing in distinctive lai see designs, companies strengthen brand loyalty and reinforce their presence among affluent clients and high-net-worth individuals.
Financial institutions, in particular, use these symbolic gestures to maintain relationships with clients, reflecting the importance of trust, tradition, and cultural sensitivity in Asia’s wealth management industry.
Strategic Importance for Financial and Luxury Brands in Asia
The prominence of brands such as Cathay Pacific, Hermès, and UBS highlights how cultural branding strategies can enhance corporate visibility and emotional engagement.
As Asia remains a key growth market for global financial and luxury firms, cultural alignment and symbolic brand expression are increasingly important components of corporate strategy.
The popularity of lai see envelopes demonstrates how traditional cultural practices continue to influence modern business and branding strategies.
Cultural Tradition Meets Modern Brand Strategy
The Year of the Horse lai see poll illustrates the powerful intersection between tradition, design, and corporate branding.
For companies operating in Asia’s competitive financial and luxury sectors, cultural engagement through symbolic gestures such as lai see envelopes offers a unique opportunity to strengthen relationships and reinforce brand identity.
As brands continue to innovate and personalise their designs, lai see envelopes are likely to remain powerful cultural and commercial symbols, representing not only prosperity and good fortune, but also corporate creativity and global brand influence.
