As an annual tradition, PNJ – the no.1 jewelry brand in Vietnam – releases a special gift set to mark each Lunar New Year. In 2020, however, the brand aimed at bucking the trend, by launching a more modern set, to attract young consumers and rejuvenate brand’s image. Tradition and modernity, they were they key words for hunters’ approach when designing the gift box: the modernized lucky coins and diamonds both spread a modern vibe and retained the core traditional valued of PNJ.
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