Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray by Yao Wu

Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award Burunsi Premiu in Pilluchina Kamay Competition Category.

BurunsiPilluchina· 2026

Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray

by Yao Wu

Client: Guizhou Jinsha Liquor Wine Cellar Co., Ltd.

A' Design Award Burunsi Premiu Winner in Pilluchina Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray

Fortune Express nisqaqa baijiu upyanapaq churana ruray (packaging design) kanmi. Wasi hina qata sayayniyuq kaha 280 por 150 por 230 milimetrokunata tupun, hinaspa uraymanta kicharikun. Sapa ukhupi qata kicharispa pichqa botellakuna rikurin, sapa botellataq huk niraq Qhapaq Kayninpa Apunta (God of Wealth) pichqa elementokunapa llimphinwan rikuchin. Botellakuna urapiqa pichqa llampu plush ñawi wisqasqa kahachakuna (blind boxes) kachkan, chaykunata llikirispa huchuy sumaq ruwasqa rikchaykunata tarinchik. Hawa kahaqa foil ñit'iywan tukusqa kachkan, hinaspa qillqa laqasqakunaqa digital ñit'iywan ruwasqa kanku. Llampu munachikuna llampu poliester phichhumanta ruwasqa kanku, sirasqa sumaqchaykunayuq.

The Recognition

About the A' Design Award Burunsi Premiu

Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Fortune Express Baijiu Upyanapaq Churana Qillqasqa Ruray mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This design injects youthful energy into traditional Baijiu creating a social currency that can be played with shown off and used for wish making The entire user journey Unbox Discover Resonate Share is crafted as an immersive experience bringing Baijiu from the traditional banquet table into the trendy lifestyle of young consumers
Dimensions & Packaging: Length 280mm x Width 150mm x Height 230mm
Tags: Youth Marketing, Baijiu Packaging, Blind Box Design, Crossover Product,
Production Technology: The outer box features foil stamping. The interior uses a layered lifting flap structure. Bottle labels are digitally printed with the Five Elements color palette. Plush dolls are crafted from soft polyester fibers with embroidered details.
Design Challenge: The key challenge was balancing heritage symbolism with youthful appeal. Translating the Five Wealth Gods and Five Elements philosophy into a cute, stylized visual language without losing cultural authenticity, while integrating a blind box mechanism and a ceremonial unboxing structure that feels both playful and premium.
Research: This project explores how traditional Baijiu can engage young consumers by blending cultural heritage with interactive experiences Research focused on youth culture trends social currency blind box mechanics and emotional resonance to identify opportunities for reimagining the Five Wealth Gods motif through modern aesthetics and gamified unboxing rituals
Inspiration: Inspired by the collision between traditional wealth deities and contemporary youth culture. Young generations seek lighter interaction with tradition: chibi images dissolve cultural distance, Five Elements colors endow modern aesthetics, blind boxes activate collection and sharing desires. The product becomes "social currency" carrying young people's small joys.
Project Duration: The project started in Beijing in November 2025 and was completed in Beijing in January 2026.
Operation Flow: User lifts the bottom-opening gable roof box to reveal the interior. Lifting each flap reveals five bottles, each with a different God of Wealth and Five Elements color. Below the bottles, five plush blind boxes are torn open to discover Q gods. The dolls encourage social media sharing.
Patents: /
Team Members: Original designer: Wu Yao , llustration designer: Zhang Yuchen, Illustration designer: Xie Boxing, Illustration designer: Tan Zhen, Graphic designer: Zheng Ziyang, Graphic designer: Tang Wenhu, 3D Designer: Liao Hao and Copywriting: Xu Xiaohui
Image Credits: /