Options – Select background, tile shape and color, and glyph styles, as well as other options (like, for example, playing sounds). It’s a strategy other brands would be well advised to follow.Select Layout – Enables the selection of layout, difficulty level, and the deal number, as well as the ability to check statistics. Durex dared to take a fresh approach to the traditional pastime combining it with a youthful spirit while respecting the game’s cultural status. The set’s release instantly created online social buzz in China. The accompanying ad campaign riffed on the wordplay with the slogan: “ Du you love me? Yes, I du !” The brand replaced the character for the set’s east 东, or dong, tile with 杜, or du, the first character of Durex’s Chinese name. However, instead of featuring traditional mahjong symbols, Durex engaged in some wordplay. Meanwhile, condom brand Durex launched a mahjong set for this year’s lunar new year holiday.ĭubbed Dudu Mahjong, the set sports the brand’s signature blue and white. Mass consumer businesses are leading the way creatively reinventing the mahjong set.įor instance, in January this year, fast food chain McDonald’s released a mahjong set featuring images of its french fries, and domestic electric car manufacturer Xpeng launched a metal mahjong set embossed with its logo in 2022. The rising popularity of Chengdu and Chongqing, where the national pastime is especially popular, as fashion and food meccas for younger consumers has invigorated mahjong culture across the country among a new demographic.
In 2021, three American women were accused of whitewashing mahjong for not paying homage to Chinese origins but referecing it as a ‘midcentury modern design.’Ĭondom brand Durex launched a mahjong set for this year’s lunar new year holiday. Image: Durex Given prominent luxury brands have already given mahjong their treatment, high-end names should creatively engage with the game to stand out from the crowd, while avoiding cultural appropriation pitfalls that could prompt a backlash. The release generated $415,000 (2.9 million RMB) in media impact value (MIV) as of March 10, according to data-tracking platform Launchmetrics. It didn’t make the loud click-clack sounds traditional tiles make when shuffled, which irked some players given the set’s US$41,000 (281,165 RMB) price tag. Not all luxury mahjong sets have resonated well with Chinese consumers, quite literally in the case of Hermès’ version, released in 2020, made from the highest quality sandalwood. For instance, Louis Vuitton housed its mahjong set in its iconic LV trunk, conveying the essence of its brand DNA,” says Pan. The only injection of creativity is in the type of materials used. “Luxury brand mahjong sets are carefully created to respect the cultural significance of each tile’s characters and symbols. Louis Vuitton housed its mahjong set in its iconic LV trunk, conveying the essence of its brand DNA. Prada and Bulgari’s sets are comparatively budget-friendly at around $4,300 (30,000 RMB). The creative duo has created visual feasts for international maisons and high-end mall window displays and installations for the likes of Hermès, Vacheron Constantin, SKP, and Lane Crawford.Ī mahjong set from Cartier adorned with pearls and jade costs $65,000 (450,000 RMB), while one by Louis Vuitton’s is priced at $62,000 (430,000 RMB).
Whether used for entertainment or as interior décor, the set is a sophisticated addition to the home. The tiles featuring engraved brush-and-ink-style numbers are made from refined wood, the hue of which complements the leather. Leather maker Berluti, founded in 1895, partnered in 2020 with Benwu Studio, a New York-based multi-disciplinary design outfit launched in 2012 by Chinese designers Wang Hongchao and Peng You, to create a luxurious mahjong set encased in a clutch made from rich Venezia leather. Leather maker Berluti, founded in 1895, partnered in 2020 with Benwu Studio to create a luxurious mahjong set encased in a clutch made from rich Venezia leather.
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