Johnnie Walker Blue Label is delighted to extend its warmest wishes for a prosperous and vibrant Year of the Dragon through the unveiling of their bold Limited Edition Design Collaboration with one of the world’s most influential and visionary visual artists – James Jean.
“Many consider the dragon the most powerful animal in the Chinese Zodiac and the Wood Dragon felt remarkably close to me because of the natural elements prevalent in my work,” says world-renowned visual artist James Jean.
The vivid design for the Year of the Dragon features an innovative and dynamic interpretation of 2024’s Zodiac animal, the noble Wood Dragon. Regarded by many as the mightiest of all the Zodiac animals, the dragon is symbolic of life and creativity as well as a portent of future prosperity in traditional Asian culture, echoing the defiant optimism of the Johnnie Walker motto, Keep Walking. In James’ layered visuals the evergreen Wood Dragon springs from bountiful flora and fauna, and bursts to life with auspicious ambition.
Born in Taipei and raised in New Jersey, James, who attended the School of Visual Arts in New York, says: “With Johnnie Walker Blue Label Lunar New Year, we wanted to create a dragon that felt different, new and innovative – respect for the past but also looking into the future with optimism; in the same way that Johnnie Walker stands for progress through that incredible Keep Walking spirit.”
Recently James worked closely with a number of Hollywood directors on promotional posters for several award-winning high-profile films. Renowned for his ability to work across different genres with an imaginative and multifaceted approach to image making, James fuses contemporary subjects with aesthetic techniques inspired by traditional Chinese scroll paintings, Japanese woodblock prints, and Renaissance portraiture.
The arrival of the 2024 Lunar New Year Limited Edition Design was recently celebrated in Bangkok, Thailand, in an exclusive event that took place at Johnnie Walker’s stunning Depth of Blue Room at the 35th Floor of the luxurious Park Hyatt Bangkok.
The Depth of Blue Room is Johnnie Walker Blue Label’s first-ever flagship bar in the world in partnership Park Hyatt Hotels, and invites guests on a multi-sensorial experience of the world of Blue Label, and its unrivalled depth of flavor – all while enjoying sweeping views of Bangkok’s skyline. It also features an intimate immersive room where a guided tasting of Blue Label is conducted by Johnnie Walker’s brand ambassadors, allowing guests to discover the rich and complex layers of flavor in this Scotch Whisky masterpiece.
Moreover, the exclusive celebration was graced by distinguished guests from across Southeast Asia, including celebrities from Vietnam, the Philippines, Singapore, and Thailand such as Luke – Ishikawa Plowden, Bank – Thiti Mahayotaruk, Captain – Chonlathorn Kongyingyong, Tul – Pakorn Thanasrivanitchai, ko Vasin Asvanarunat, Victor – Chatchawit Techarukpong, Bank – Mondop Heamtan, Yoyo Cao, Janice Wong, Bea Soriano-Dee, and featured eclectic DJ sets by Rabbitdisco against a backdrop of live electric violin, helping create a vibrant atmosphere that perfectly complemented Johnnie Walker’s progressiveness, and James Jean’s visionary artistry.
Puneet Narang, Managing Director of Diageo Moët Hennessey (Thailand), remarked: “Hosting the regional launch of the Johnnie Walker Blue Label Lunar New Year Limited Edition Design in Thailand is an honor. This signifies our ongoing commitment to address our sophisticated consumers’ progressive aesthetic and interest contemporary art. Furthermore, the unveiling of this bold design collaboration marks a key milestone in our continued journey towards premiumization.”
Jarinee Wongkamthong, Marketing Director of Diageo Moët Hennessey (Thailand), also shared: “We are excited to celebrate momentuous occasions for consumers such as the Lunar New Year through Johnnie Walker Blue Label’s Limited Edition design. This launch reflects our dedication to the Keep Walking philosophy and our commitment to continuously enhancing consumer experiences, further establishing Johnnie 
Walker as an icon of modern luxury worldwide.”
Furthermore, the visually-striking design of the Johnnie Walker Blue Label Lunar New Year Limited Edition, coupled with the unrivalled depth of flavor of the Whisky, showcases the rarity of the blend. Only 1 in 10,000 casks from Johnnie Walker’s reserves are selected for this exquisite Scotch – making it a truly rare and collectible find. The blend of rich and rare single malt whiskies offers fruity notes with a wistful hint of smoke, a testament to true craftsmanship.
The Johnnie Walker Blue Label Lunar New Year Limited Edition is an ideal way to celebrate the start of a prosperous year, making it a sought-after gift for the 2024 Lunar New Year. It is now available in Thailand at leading retail outlets. Another surprise crafted especially for the hangout-goers, Johnnie Walker Blue Label has decorated the Johnnie Walker Depth of Blue Room in a spirit of the noble Wood Dragon year for 2024 Lunar New Year with extravagant designs and elements. Elevating a touch of premiumization and luxury for customers to be pampered with picturesque view on the 35th Floor of Park Hyatt Bangkok while enjoying the drinks and content capturings in a unique classy style. The special Johnnie Walker Blue Label Lunar New Year decorations will be available to welcome visitors in a limited time frame only from now until February 28, 2024.
