The House of Rémy Martin celebrates the Year of the Snake with a special collaboration featuring record-breaking contemporary Chinese artist Huang Yuxing. Huang has created an exclusive new artwork, Majestic Serpentine, to welcome the new zodiac sign, which has inspired a collaborative series of festive limited editions with Rémy Martin.
This latest high-profile initiative highlights Rémy Cointreau Global Travel Retail’s commitment to maintaining the Rémy Martin brand’s momentum in GTR after its landmark 300-year anniversary celebrations in 2024.
The Rémy Martin x Huang Yuxing gift collection features collectible, limited-edition presentations of Rémy Martin XO and Rémy Martin CLUB, each of which incorporates vibrant gift boxes inspired by Huang’s artwork. Within global travel retail, this collection will be supported by a series of eye-catching activations in key airport locations, including Singapore, Hong Kong, Macau, Taiwan, Tokyo, Dubai, Sydney, Auckland, Istanbul and Los Angeles, among others.
ENHANCING THE CONSUMER JOURNEY
Within the airport environment, high-profile immersive activations – staged around the concept of embracing renewal and good fortune – will encourage travellers to discover the new limited editions. For maximum visual impact, each HPP will feature vibrant merchandising displays that echo Huang Yuxing’s illustrations which adorn by the limited-edition packaging.
HPP activation in Macau International Airport
To further drive engagement, key airport activations will include an interactive snake-themed gamification element. Travellers of legal drinking age will be invited to take part in the ‘Year of the Snake’ Arcade Game. High scorers can see their name displayed prominently on the game’s Leaderboard.
In line with the Lunar New Year concept of new beginnings and good fortune, Rémy Cointreau GTR has created a fun palm-reading activity to enrich the consumer journey. A dedicated digital podium will invite visitors to place their hand on a touchscreen to discover their personalised good fortune message.
Travellers will continue their discovery journey with product nosing, tasting and pairing. Finally, the season’s gifting traditions are reflected by an XO decanter personalization service featuring seasonal blessings, and special themed GWPs including branded red Hongbao envelopes and gift bags decorated with Rémy Martin x Huang Yuxing limited-edition illustrations.
“Cognac, a symbol of quality and prestige, is a popular choice with Chinese travellers seeking luxury Lunar New Year gifts for loved ones,” commented Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke.
“Therefore, this period is a golden opportunity for us to maximise brand awareness and relevance – and to consolidate the House of Rémy Martin as the cognac brand of choice for these key festivities.
“Importantly, with this innovative and vibrant Rémy Martin x Huang Yuxing gift collection and associated activation programme, we also see a lucrative investment opportunity to attract younger consumers, and encourage them to discover our exceptional portfolio. Combining heritage, craftsmanship and contemporary design, these distinctive limited editions are sure to resonate with both cognac enthusiasts and new customers.”
HPP activation in Dubai Airport Concourse D featuring product discovery through nosing, tasting & pairing, and an XO decanter personalisation service
MAJESTIC SERPENTINE DECODED
Huang Yuxing’s artwork brings the new zodiac creature to Rémy Martin’s cognac in France, with a landscape drawing on the multitude of aromas and richness of the Cognac terroir, beautifully capturing the essence of nature’s brilliance.
At the heart of the painting is the mythical serpent, a creature associated with good fortune, authority, longevity and wisdom in the Chinese calendar. In an explosion of vibrant colors, the serpent winds upwards through majestic undulating mountains and hills, representing the exceptional terroir of Grande and Petite Champagne in Cognac where Rémy Martin exclusively sources its grapes. The artist’s signature bubbles echo the precious fruits at the center of the cognac-making process. The flowing river symbolizes a legacy of outstanding eaux-de-vie from the two regions of Cognac, prized for their elegance and ageing potential: key to Rémy Martin’s quality. The serpent’s upward motion draws on the progressive nature of the House, continuously moving forward to new heights. A kaleidoscope of jewel-like, yet harmonising, colors reflect the rich, multi-faceted aromas that characterize Rémy Martin’s cognacs, as well as the vibrant festivities of the Lunar New Year.
THE 2025 COLLECTION: RÉMY MARTIN x HUANG YUXING
RÉMY MARTIN XO
Celebrating the Year of the Snake, Huang Yuxing’s kaleidoscope of brilliant, glowing color and fluid shapes gives Rémy Martin XO’s decanter and packaging a very special festive update. The outer box is decorated with winding serpent motifs, then slides open to reveal its treasure. Inside, the full Majestic Serpentine artwork is revealed in its complete hypnotic glory, bringing a positive spirit and vibrant energy. Within this dazzling setting sits the limited-edition Rémy Martin XO decanter – its glass surface decorated with multi-hued elements of Huang Yuxing’s artwork, creating an instant collectible to be enjoyed for years to come. At the
pinnacle of the collection, Rémy Martin XO is the signature of the Cellar Master Baptiste Loiseau, who draws from hundreds of eaux-de-vie to create a cognac of exceptional aromatic complexity.
RÉMY MARTIN CLUB
Rémy Martin CLUB welcomes the new calendar year with a vibrant and multifaceted explosion of color and positive energy. The Majestic Serpentine art continues on the festive gift box as a wraparound multi-coloured design, ideal for celebrating or collecting. Embodying the spirit of the club, Rémy Martin CLUB fuses the attributes of Cognac Fine Champagne with the style of a new generation in Asia.
ABOUT THE ARTIST
Born in 1975 in Beijing, where he still lives, Huang Yuxing is a contemporary artist responsible for creating a fantastical universe of his own. Currently No.4 in the China Hurun 2024 Artist Ranking, the artist earned a degree in mural painting in 2000 from the Beijing Central Academy of Fine Arts and has since then participated in numerous group and solo shows at prestigious galleries and museums around the globe. In 2021 his painting, Seven Treasure Pines, sold for the record price of HK$64 million at Christie’s Hong Kong.
Huang Yuxing draws from the classical Chinese elements of water, trees, minerals, landscapes and architecture. With a vibrant palette the artist creates signature crystal-like color striations to amplify his forms and magnify the energy emanating from his paintings. The modification of hues, shapes, and compositions captures the artist’s attention, engaging him in a perpetual cycle of refinement. Through this process, the painting gains a vibrant and self-sufficient life, serving as a catalyst for continual growth.
