TUBORG EXPANDS ‘YOU DON’T HAVE TO’ CAMPAIGN ACROSS ASIA WITH JAY PARK

Tuborg is expanding its global campaign You Don’t Have To into China, Vietnam and Myanmar, partnering with Korean American music icon Jay Park. Rooted in music and creativity, the campaign positions Tuborg as a bold choice for young beer drinkers, driving Carlsberg’s growth strategy in Asia through cultural relevance and energy.

Tuborg is amplifying its global creative campaign, You Don’t Have To, across Asia, with China, Vietnam and Myanmar now joining the initiative. The Carlsberg-owned brand has also partnered with Korean American music icon Jay Park to further ignite its presence in the region, underscoring Tuborg’s deep-rooted connection with music, creativity and vibrant social experiences.  

The campaign positions Tuborg as a bold and energetic choice for the next generation of beer drinkers, tapping into the cultural power of music to build relevance among young consumers. Jay Park’s involvement adds star power and authenticity, reflecting Tuborg’s ambition to resonate with audiences who see music as a central part of their lifestyle.  

Carlsberg Group has identified Asia as a key growth engine, and Tuborg, its flagship international brand in the region, is at the forefront of this strategy. By expanding the campaign and aligning with influential cultural figures, the brewer aims to accelerate momentum in markets where youthful energy and social connection drive consumption trends.  

The You Don’t Have To campaign, which celebrates individuality and freedom of expression, is designed to connect with consumers who value creativity and self-confidence. Tuborg’s expansion into Asia reflects both the brand’s global ambitions and Carlsberg’s commitment to shaping the beer category through culturally relevant storytelling.  

With Jay Park as a partner and Asia as a focus, Tuborg is positioning itself not just as a beer, but as a lifestyle brand that thrives at the intersection of music, social experiences and youthful optimism.