Prosperity Lou-Lou Box
5. Design Kancils [5.9 Product/Service Design (Eligible for Innovation)]
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Links:
Product/Service:
F&B
Client:
Gerbang Alaf Restaurants Sdn. Bhd
Brief:
Every Chinese New Year, the Prosperity Burger unites Malaysians in celebration. But one tradition remained exclusive — Lou Sang. A symbol of prosperity and togetherness, the ritual was something not everyone could take part in, as traditional versions are made from classical Chinese flavours and the wishes exchanged are always in Mandarin or Chinese dialects. This left many Malaysians out of the celebration.
McDonald’s saw an opportunity to make this tradition truly inclusive. By reimagining Lou Sang through the lens of the Prosperity Burger, the brand set out to create a Prosperity ritual that transcended race, religion, and language — one that every Malaysian could experience together. Because true Prosperity isn’t about what’s on the plate, but who you share it with.
Solution:
Introducing The Prosperity Lou-Lou Box — McDonald’s take on Lou Sang, made for everyone.
Filled with Chicken McNuggets, Curly Fries, Sweet & Sour Sauce, and a Lou Sang wishes card, the box transformed a meal into an interactive Prosperity ritual. Each ingredient symbolised blessings — nuggets for wealth, curly fries for rolling good fortune, and sweet & sour sauce for sweetness in life.
Designed for inclusivity, the wishes card featured traditional Chinese blessings, phonetic pronunciations, and humorous translations — allowing non-Mandarin speakers to join in the fun. Across homes, offices, and gatherings, Malaysians of all backgrounds tossed, laughed, and made wishes together — some for the very first time.
With over 27,000 Lou Sang moments and more than 221,000 wishes made, McDonald’s
turned a once-exclusive Chinese ritual into a shared Malaysian celebration of Prosperity.
