TCP Group's Red Bull Develops Dragon Year Limited Edition with The Forbidden City Culture to Help Inherit Traditional Chinese Culture

As the year 2024 approaches, the Red Bull brand of TCP Group, inventor and owner of the global Red Bull brand and the “Red Bull” trademark, has launched the Dragon Year limited edition "Nine Dragons Got Your Back" of the Red Bull® Vitamin Flavor Drink in collaboration with The Forbidden City Culture. Drawing inspiration from the Nine-dragon Wall of the Palace of Tranquil Longevity in the Forbidden City, TCP Group's Red Bull has rolled out 9 limited-edition Dragon Year cans. This rollout combines the vigor and aggression showcased by the Nine-dragon Wall with the energy brought by Red Bull drinks. The design of 9 dragons implies an auspicious start in the coming Year of the Dragon for consumers who are brave to explore and never cease to forge ahead.

Ingenious Integration of the Forbidden City's Fine Art with Red Bull Gold-Can and the "Nine Dragons Got Your Back" Activities for the Chinese New Year of the Year of the Dragon

The dragon is the totem of the Chinese nation. The exquisite craftsmanship on the Nine-dragon Wall of the Palace of Tranquil Longevity in the Forbidden City vividly displays the robust gestures and diverse expressions of the upright and walking dragons, which remain vibrant even after hundreds of years. Inspired by the Nine-dragon Wall, TCP Group's Red Bull brand has developed 9 limited-edition cans of "Nine Dragons Got Your Back" in partnership with The Forbidden City Culture. The cans are adorned with illustrations of the nine dragon figures on the Nine-dragon Wall. Due to the use of elements of murals such as wave patterns and auspicious clouds, the dragons look quite energetic and so lifelike that they appear to fly out of the picture. The illustrations combine virtual and real elements, delivering a strong visual impact and demonstrating the dragons' force and beauty. The colors are selected based on modern aesthetics and drawing wisdom from China's classic culture, notably traditional color aesthetics. Each illustration is a fresh blend of tradition and modernity. 9 limited-edition cans of "Nine Dragons Got Your Back" of the Red Bull® Vitamin Flavor Drink are set to be rolled out on major e-commerce platforms and certain offline stores nationwide.

Nine Patterns of the Dragon Year Limited Edition "Nine Dragons Got Your Back"

During this cooperation, TCP Group and The Forbidden City Culture will also jointly carry out a series of marketing activities such as derivative gifts of the "Nine Dragons Got Your Back" cans, Chinese New Year short films themed "Nine Dragons Got Your Back", "Nine Dragons Invite You to Interact" mini-program games, and offline brand pop-up stores. In recent years, TCP Group has organized a series of branding activities of “Red Bull’s Got Your Back” to attract new-generation Chinese consumers. The purpose is to provide consumers with energy support and help them make continuous breakthroughs and become better versions of themselves. By organizing a series of "Nine Dragons Got Your Back" marketing activities for the Chinese New Year of the Year of the Dragon in collaboration with The Forbidden City Culture, TCP Group intends to show its vigorous support for the inheritance and development of traditional Chinese culture, provide continuous energy and support for the descendants of the dragon, and rejuvenate the Red Bull brand.

Key Visuals of the "Nine Dragons Got Your Back" Chinese New Year Short Films

Embrace Traditional Chinese Culture and Add Vitality to China-Thailand Cultural Exchange

As a representative Thai enterprise investing in China, TCP Group originated in Thailand and is rooted in China. In 1993, Chaleo Yoovidhya, founder of TCP Group, set up the first Red Bull factory in China to give back to his motherland. This year marks the 30th anniversary of the Red Bull brand's entry into the Chinese market. While increasing its investment in China, TCP Group gains a deep understanding of the consumption trends of Chinese consumers and a sharp insight into the Chinese market. It actively embraces traditional Chinese culture and integrates it into its products and services, bringing Chinese consumers innovative consumer experiences. The "Nine Dragons Got Your Back" limited edition launched by TCP Group in in-depth cooperation with The Forbidden City Culture is a manifestation of its efforts to protect traditional Chinese culture, and also a vivid practice of its exploration of new paths in localized operations.

Supachai Junkeiat, President of TCP China, said: "The Forbidden City is not only China's historical and cultural treasure but also one of the world's most important cultural heritages. This cooperation with The Forbidden City Culture is TCP Group's tribute to traditional Chinese culture. By deeply integrating Red Bull products with Chinese culture, we hope to inject fresh vitality into the protection of traditional Chinese culture. We have also organized the ‘Nine Dragons Got Your Back’ marketing activities for the Chinese New Year of the Year of the Dragon. By providing interactive experiences across diverse scenarios, we intend to bring Chinese consumers more innovative and unique consumer experiences. TCP Group has always held on to the principle of 'In China For China’. It seeks to explore the path of joint creation through localized development. Meanwhile, it also actively contributes to the protection of traditional Chinese culture. It takes action to spread Chinese culture and tell Chinese stories to the world, in a bid to inject more momentum and possibilities into Chinese-Thai cultural exchanges.”

 

Innovative Activities Continue to Empower Red Bull Brand to Reach Consumers with the "Zhenniu" Spirit

As a leading food and beverage company in Thailand, TCP Group has been in the energy drink industry for over sixty years. It has been rolling out high-quality products to meet consumer needs with utmost sincerity. It has also stayed committed to adding new value to the Red Bull brand at the spiritual level. In terms of products, TCP Group has been trying to empower its Red Bull brand by enriching its product portfolio. Aside from the classic Red Bull® Vitamin Flavor Drink, TCP Group has also applied the concept of "zero sugar" to energy drinks and launched "Zero-sugar fruit-flavored Red Bull® Vitamin Energy Drink". The passion fruit and mixed fruit flavors provide consumers with more diversified and personalized options.  In August of this year, TCP Group released the world's first bottled Red Bull® Energy Drink. The product with upgraded packaging and formula can provide consumers with EXTRA energy support. On the marketing front, TCP Group carries out a series of “Red Bull’s Got Your Back” branding activities in line with new-generation people's attitude to pursue dreams and spirit to challenge themselves to break their limits, thus stimulating them to face challenges fearlessly and become better versions of themselves.

Classic Red Bull® Vitamin Flavor Drink

TCP Group has stayed committed to satisfying consumers' needs for diverse consumption experiences by expanding the boundaries of creativity. Now, it is working closely with The Forbidden City Culture, using Red Bull®️ Vitamin Flavor Drink as a bridge and seizing the opportunity of inheriting traditional Chinese culture to closely combine traditional Chinese culture with Red Bull products. This combination brings the brand and consumers closer and helps reach consumers with the "Zhenniu" spirit of "Go Beyond, No Limits", empowering consumers in the Chinese New Year to yield unusually brilliant results in the upcoming Year of the Dragon.