Cover Datuk Professor Jimmy Choo, OBE (third from left) with Eric Chiu, senior managing director of Eu Yan Sang Malaysia and Singapore, Richard Eu, chairman of board of directors, and Dato’ Seri Anne Eu, chairman of Eu Yan Sang Malaysia, at the December 2025 launch of Eu Yan Sang’s Spring Abundance collection
Datuk Professor Jimmy Choo, OBE (third from left) with Eric Chiu, senior managing director of Eu Yan Sang Malaysia and Singapore, Richard Eu, chairman of board of directors, and Dato’ Seri Anne Eu, chairman of Eu Yan Sang Malaysia, at the December 2025 launch of Eu Yan Sang’s Spring Abundance collection
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Tatler+
Eu Yan Sang and Datuk Professor Jimmy Choo, OBE, unite craft, culture and modern Asian luxury in a limited‑edition collaboration for Lunar New Year
Anew year has always carried the promise of renewal and abundance. This Lunar New Year, Eu Yan Sang invites us to rethink what the latter truly means—not as excess but as artistry; not as custom but as connection. In a rare meeting of two masters, the heritage wellness brand unveils a symbolic collaboration: the limited‑edition Treasure Chest Gift Set–Auspicious Harmony, co‑created with world-renowned shoe guru Datuk Professor Jimmy Choo, OBE.
It is a pairing that feels unexpected yet entirely natural. Their worlds may be distinct, but both Eu Yan Sang and Choo—respectively a 146‑year‑old name synonymous with traditional Chinese medicine (TCM) and holistic care, and a Malaysian‑born fashion icon celebrated globally for his one‑of‑a‑kind designs and meticulous craftsmanship—share values rooted in heritage as well as a commitment to quality and craftsmanship, constantly striving to innovate while respecting their history. Together, they present a refreshing interpretation of prosperity for the modern Asian tastemaker.
Above The limited‑edition Treasure Chest Gift Set – Auspicious Harmony designed under the creative direction of Choo
The limited‑edition Treasure Chest Gift Set – Auspicious Harmony designed under the creative direction of Choo
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A new language of luxury gifting
In a celebration that is as steeped in tradition as Lunar New Year, the act of gifting carries emotional weight. It conveys the value of 礼 (li), serving as an expression of one’s sincerity, respect and gratitude. The headlining act of Eu Yan Sang’s Spring Abundance collection, the Treasure Chest Gift Set – Auspicious Harmony, translates this philosophy into a tangible keepsake.
In a nod to journeys taken and the promise of new beginnings, the gift set takes the unique form of a travel trunk designed under the creative direction of Choo himself, who took inspiration from vintage British models and auspicious oriental motifs. Within sits some of Eu Yan Sang’s premium wellness products (think concentrated bird’s nest, superior abalone and cordyceps), a bottle of Hennessy X.O and an exclusive clutch designed by Choo that is meant for holding hong baos (red packets), making for a collectible that feels deeply rooted in Asian tradition while embracing contemporary elegance.
This collaboration with Choo marks a milestone moment for Eu Yan Sang as it continues its evolution into a modern Asian lifestyle and holistic wellness brand; one that has increasingly embraced contemporary design and purpose‑led craftsmanship—a natural progression for a name trusted by generations seeking authenticity, quality and thoughtful luxury. Choo’s philosophy—design with sincerity—mirrors the brand’s own, which is anchored by a dedication to quality, innovation and ethical practices. In bringing these two worlds together, the Treasure Chest Gift Set – Auspicious Harmony becomes a celebration of prosperity and the artistry of gifting.
In an era where luxury often prioritises spectacle, this partnership also offers something richer: depth, heritage and the return to intentional gifting; an invitation to experience the Year of the Horse differently—thoughtfully, artfully and sincerely.
Above Eu Yan Sang’s Spring Abundance collection for Lunar New Year reimagines festive gifting with modern Asian elegance
Eu Yan Sang’s Spring Abundance collection for Lunar New Year reimagines festive gifting with modern Asian elegance
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Spring into abundance
Beyond the collaborative piece, limited to 500 worldwide, Eu Yan Sang’s Spring Abundance collection features a wider selection of premium hampers and wellness gift sets crafted for families, tastemakers and discerning recipients. Bringing together ingredients long revered in traditional Chinese wellness and celebratory dining—the likes of abalone, bird’s nest, cordyceps and herbal tonics—the bundles speak to both cultural tradition and modern luxury, making for the ideal gifts to mark new year blessings with elegance and authenticity.
Eu Yan Sang’s Spring Abundance collection is available at all Eu Yan Sang stores islandwide and online at www.euyansang.com.sg. Place your order by February 11 for delivery before Lunar New Year.
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