Tuborg, Carlsberg Asia's largest international power brand in China, is turning up the volume in China with a dynamic collaboration that is all about music, style and youth culture. Partnering with Billionaire Boys Club — the globally recognised streetwear label co-founded by fashion icon Pharrell Williams, Tuborg is launching an exclusive capsule collection that fuses fashion, music, and lifestyle. With China leading the regional rollout, this campaign sets the tone for a movement rooted in authenticity and cultural relevance.

   At the heart of this collaboration is a shared commitment to authenticity, creativity, and bold self-expression, tapping into Tuborg's most iconic passion point: music. Tuborg has long championed culture and curated the best music experience for decades– especially rap and hip-hop – as an expression of individuality and connection. Echoing Tuborg's global influence, Billionaire Boys Club taps into the same energy, transforming musical roots into streetwear that speaks to a generation. With Billionaire Boys Club aspirational motto, "Wealth is of the heart and mind, not the pocket," it perfectly captures the spirit of this partnership: originality, compassion, and curiosity brought to life through music and fashion.

   Inspired by the limitless creativity of youth, this capsule collection showcases a dynamic lineup of lifestyle essentials that embody the vibrant spirit of both Tuborg and Billionaire Boys Club. Each piece is crafted to reflect the energetic essence of youth culture, blending Tuborg's music-led heritage with Billionaire Boys Club's unique fusion of luxury and streetwear. The collection boasts a distinctive visual identity that marries the two brands with bold graphics, rich colours, and innovative patterns that resonate with the adventurous spirit of both brands.