• by Erik Oster , February 13, 2024

The Super Bowl wasn’t the only big event last weekend. Feb. 10 was Lunar New Year, a holiday celebrated by billions of people globally commemorating the new moon bringing with it a new year on the lunar calendar.

To mark the occasion, premium cognac brand D’ussé Cognac (a Bacardi subsidiary) collaborated with fashion designer and Los Angeles restaurateur (Arroz, Chifa, Fun) Humberto Leon, who designed a limited series of lai see -- red envelopes symbolizing luck and good fortune traditionally given to loved ones during Lunar New Year, which are often filled with money as a gift.

The limited-edition red envelopes featuring Leon’s original designs for the Year of the Dragon, were made available as part of a Limited Edition Lunar New Year gift box in stores across Los Angeles, San Francisco, Houston, and New York City markets -- as well as online at the brand’s website for select markets. Each card depicts twin dragons and the Chinese character “Fat,” meaning “luck” or “richness” on the front, with flame emblems and the traditional “Gong Hay Fat Choi” greeting -- which translates to “wishes for a prosperous New Year'' on the back.

In a statement, Leon called Lunar New Year “a holiday close to my heart,” while characterizing “sipping cognac” as a tradition in his family.

“Asian and Asian American Pacific Islanders have long been loyal Cognac consumers for moments big and small, including Lunar New Year,” the brand’s global vice president of marketing, Jennifer Pisciotta, told Marketing Daily. She said the brand hoped to “create special and memorable experiences for Lunar New Year celebrants” by providing a “beautiful and premium gifting or hosting option.”

Additionally, Leon partnered with the brand on a culinary event in New York City’s Chinatown, with Leon and the team at Chifa curating and preparing a select menu featuring modern takes on traditional Lunar New Year dishes -- the first time the Los Angeles-based restaurant has staged such an event in the city.