In APAC markets, gift-giving is more than seasonal—it’s cultural currency. It speaks to respect, status, and thoughtfulness. So when it comes to gift packaging, brands face a very specific—and very real—tension:

How do you honour deep-rooted expectations for premium presentation while meeting a rising demand for sustainability?

This isn’t just a packaging question. It’s a cultural balancing act.

Consumers Want Both: Eco-Consciousness and Emotional Impact

The numbers don’t lie:

• 73% of affluent APAC consumers say sustainability influences their purchasing decisions

• But 78% still associate elaborate packaging with higher value

• And in markets like China, up to 63% of alcohol purchases are for gifting

The message? Sustainable intent matters—but so does visual theatre. The outer wrap still shapes the emotional weight of the gift, especially when the recipient is the ultimate brand touchpoint.

From Wasteful to Worth Keeping: The Rise of Reusable Packs

One clear path forward: design gift packaging that doesn’t get discarded.
Reusable packs—designed to double as home décor, storage, or barware—align with both sustainability goals and gifting rituals.

This shift from single-use to dual-purpose allows brands to:
✔️ Reduce perceived waste
✔️ Extend the life of the brand in the consumer’s home
✔️ Build emotional attachment beyond the moment of unboxing

Functional GWPs also play a role—think bar tools, coasters, or premium glassware that feel considered, not promotional.

Luxury Still Matters—It Just Needs to Be Smarter

Eco-friendly doesn’t mean minimal or boring. Especially in Asia, sustainability must coexist with aesthetics and perceived value.

• Packaging weight alone can increase perceived value by 24%

• Ornate visual cues signal respect and care

• Unboxing remains a key emotional peak for the recipient

The sweet spot? Packaging that feels premium but is made from recycled, recyclable, or repurposable materials—and tells that story clearly.

Cultural Nuance Over Global One-Size-Fits-All

Western markets may be further along the sustainability adoption curve, but Asia’s shift is real—and accelerating. Driven by younger consumers and government policy, expectations are evolving fast.

Still, symbolism matters. In many APAC cultures, gifting rituals are shaped by centuries of meaning:

• The gift reflects the giver’s status and taste

• Presentation communicates intent and respect

• Packaging acts as a social signal

Brands that ignore this cultural context in favour of stripped-down sustainability risk disconnecting from their audience.

M&E Perspective: Don’t Simplify the Challenge—Elevate the Solution

In APAC, the recipient judges the cover—and rightly so. A great gift pack doesn’t just hold a bottle. It delivers emotion, status, and symbolism. But that doesn’t mean sustainability has to be an afterthought.

The future of gifting isn’t less—it’s less wasteful, more meaningful.
✔️ Premium materials with a second life
✔️ Packs that stay in the home
✔️ Experiences that match the cultural moment

Sustainability doesn’t compete with value—it creates it, when it’s designed to respect both planet and tradition.