Secret Little Agency Wittily Reimagines The Red Packet For 2024 Lunar New Year

Image courtesy of The Secret Little Agency

The dragon is awakening, and when it does it will grace statues, banners, and even red packets. The latter is now getting a modern graphical makeover and a typographical nod with the mythical creature, courtesy of The Secret Little Agency, an independent creative company within the family of famed advertising agency Mother.

This Asian kid is doing its parent proud by putting a unique spin on a centuries-old tradition. To celebrate the 2024 Year of the Dragon, it’s reimagined a staple of Lunar New Year festivities, the red packet, or hong bao in Mandarin. Behold, the Long Bao.

Image courtesy of The Secret Little Agency

Red packets, usually filled with gifts of money, are exchanged during Chinese New Year as symbols of good luck and prosperity. The custom dates back to the Han Dynasty in 202 BC.

And 2024, the Year of the Dragon, holds special significance in the Chinese zodiac. The dragon, a revered beast, denotes success, honor, and dignity,  and is believed to foster growth, progress, and abundance.

In a play on the dragon’s name, The Secret Little Agency has extended the concept of the red packet, birthing the Long Bao.

Image courtesy of The Secret Little Agency

“The Chinese dragon is known and pronounced as ‘long’ or ‘loong’, so this dragon year, we decided to extend the red packet and make it long-er,” explains a spokesperson from the agency.

Image courtesy of The Secret Little Agency

It’s a blend of tradition and contemporary elements, offering a fresh take on a cherished ritual.

The Long Bao, with a limited run of 1,000 pieces, is being handed out to friends and partners of the agency, both in Singapore and globally. Those interested in receiving one can express their interest via [email protected].

Image courtesy of The Secret Little Agency

[via The Secret Little Agency / Mother, images courtesy]