PNJ drew inspiration for this imagery from the artwork Giong (1990, lacquer) by artist Nguyen Tu Nghiem. This piece is a National Treasure, held in the collection of the Vietnam Fine Arts Museum.

The artwork Giong (1990, lacquer) by artist Nguyen Tu Nghiem, a National Treasure; part of the collection of the Vietnam Fine Arts Museum. Photo: Vietnam Fine Arts Museum

PNJ's horse design inherits the dynamic spirit and rhythmic composition from the artwork Giong. The brand designed the horse image in a stretching posture, evoking a sense of forward momentum. On the horse's body, creators selected and arranged various cultural motifs: giao long patterns and bronze axes from the Dong Son era; rice stalks symbolizing wet-rice civilization; and cloud, mountain, and river motifs in the Hang Trong painting style, combined with elements of village communal house sculpture. The bronze drum background and concentric circles also allude to ancient Vietnamese cultural roots.

PNJ designed its Spring 2026 packaging, drawing inspiration from the artwork Giong (1990, lacquer) by artist Nguyen Tu Nghiem. Photo: PNJ

According to a brand representative, incorporating traditional art elements into the packaging design aims to demonstrate respect for cultural heritage and connect these values with contemporary life. PNJ applies the design uniformly across many products and spaces, including gold bar boxes, li xi envelopes, paper bags, greeting cards, and display areas at PNJ Next.

The Spring 2026 horse design imagery within PNJ Next's product display area. Photo: PNJ

PNJ implemented the design across various touchpoints to broaden the cultural narrative into a comprehensive customer experience, rather than confining it to a single Tet gift. Through this initiative, the brand conveys its aspiration for progress and its connection to traditional values during the Spring Binh Ngo, encapsulated by the message "Golden Horse strides forward - New Spring reaches out," simultaneously spreading a spirit of beautiful living.

Thien Minh