The National Heritage Board (NHB) launched the 2026 Museum Roundtable Lunar New Year Hongbao Campaign to raise awareness of Singapore's museums and drive festive-period visitation, aiming to give visitors a compelling reason to discover and collect the full series.

We cracked the brief of “one mascot, 49 original interpretations” by reimagining the Year of the Horse mascot into 49 bespoke characters, each blending an institution's identity with festive spirit through distinctive expressions, costumes, and props, unified by a consistent character language. Every building was hand-illustrated with close attention to architectural detail, reconstructed into a consistent front-facing view despite varied source references.

Thoughtfully composed poses and props gave each mascot individuality while maintaining visual clarity. Festive elements resonated with traditional families, while playful characters engaged youths, driving strong public engagement and media coverage.