Introducing a refreshed Chow Luck Club in 2026.
Chow Luck Club has until now remained solely focused on food - from its digital platforms, IRL events and festivals and ChowLuckCard discount app.
But all that is set to change this year, with plans underway to expand the offerings beyond food establishments and include lifestyle, broader hospitality and travel.
Horse & Hongbao - Auckland's midtown Lunar New Year campaign for the Year of the Horse 2026 - will mark the club's first major project that will be celebrating more than just food.
Delivered by Chow Luck Club on behalf of Heart of the City, Auckland city centre's main Lunar New Year campaign will partner up with 88 central city businesses, ranging from hotels, arcades, interactive attractions to relaxation and beauty services.
Auckland's education sector is also experiencing a strong bounce-back in international students, and the campaign will also be run in partnership with the University of Auckland and AUT University which has a combined total of more than 15,000 international students.
Horse & Hongbao marks the start of Chow Luck Club's ongoing effort to refresh its digital products and IRL activations, says director Bee Koh.
"By incorporating lifestyle and entertainment content, what we aim to do is for Chow Luck Club to cater to a more holistic view, add value and create excitement for food and life," Bee said.
With Chow Luck Club's University of Auckland student chapter ceasing operations after Covid-19, she said this new partnership with UoA and AUT University was timely for the club to reconnect and reach out with younger foodies and lifestyle enthusiasts.
Chow Luck Club campaigns will be supported by its comprehensive digital operations, including a 25,000-strong Facebook community group, digital online publication and ChowLuckCard app.
Horse & Hongbao will run from 12 February to 15 March, and will feature a fun map with exclusive deals and discounts at 88 participating businesses in the central city area.
The maps will be distributed directly to international students at the two universities as inserts to their orientation pack.
"Get stamps from participating eateries for purchases, and collect eight to enter prize draws," Bee said.
Other festive activities will include a Year of the Horse dinner event and new year-themed walking food tours.
Lunar New Year's Day falls on February 17, which will mark the end of the Year of the Snake and the start of the Year of the Horse.
The name Horse & Hongbao refers to the zodiac sign for the new lunar year and the fun-map, which is folded to look like a hongbao (red envelope), which are traditionally exchanged during the festive period representing luck, happiness and good wishes.
Across Chow Luck Club's social platforms, including Instagram and Tik Tok, also expect a fresh look and more original content.
"This is the beginning of a new chapter, and with you alongside, we'll create a Chow Luck Club that's even stronger and better," added Bee.
