Wanlüjin Zhong Kui Liquor Packaging Design

For the fourth edition of the Ten Thousand Gold(万缕金) Series, we feature the traditional Chinese protective deity, Zhong Kui(钟馗), on the packaging. In Chinese culture, he is a guardian figure who wards off evil. This design draws inspiration from the classic tale, “Zhong Kui Marries Off His Sister.”

1. Story Concept: Zhong Kui Marries Off His Sister(钟馗嫁妹)

The story goes that a friend once saved Zhong Kui’s life. When Zhong Kui’s sister learned of this, she met the friend, and they fell in love. To celebrate and protect their wedding, Zhong Kui commanded a procession of spirits. The imagery shows the brother personally overseeing the joyful wedding preparations, with little spirits cheerfully carrying the bridal sedan chair. Traditionally, Zhong Kui is depicted as stern and fierce, but here, we have reimagined him with a playful, “tipsy” demeanor, making him appear endearing and approachable—like a beloved, slightly inebriated friend.

2. Bottle Design Concept: The Gourd and the Sword

• In Chinese, the word for gourd, “hulu(葫芦),” sounds like “fulu(福禄),” which signifies both health and wealth—two ideals representing a prosperous life.
• Historically, gourds were also used in ancient China as precious containers for medicine, adding a layer of symbolism related to value and protection.
• The sword is Zhong Kui’s signature weapon. In Chinese folk tradition, the gourd and the sword are often depicted together. By using the sword as the bottle’s stopper, placed within the gourd-shaped bottle, it symbolizes that on the night of his sister’s wedding, Zhong Kui has set aside his warrior role, effectively sheathing his sword for celebration.

Unlike most Chinese liquors, which typically feature motifs of dragons and phoenixes(龙凤), this interpretation of Zhong Kui is refreshingly novel. It acts as a brilliant conversation starter at the dining table, as if we’ve invited a guardian spirit to join us in a joyful toast.