Last year we saw some beautiful and innovative designs on the global stage from Southeast Asian countries. What will we see in 2025?

Pentawards has always been about celebrating the best in packaging design on a global scale across different sectors and industries. Since its launch in 2007, our annual competition has received over 36,000 entries from nearly 100 countries across the globe.

After some beautiful designs in last year's competition, we are excited to see what brands and creative agencies from the likes of Vietnam, Singapore and Thailand and more will put forward for 2025!

For a flavour of what to expect this year from this region, we take a look back at some of last year's winners.

Eggyolk Tableware Packaging by Hands Collective, Vietnam

A small coffee brand known for its signature egg coffee, Eggyolk challenged Hands Collective to reimagine how it approaches packaging for its new tableware collection. The design features only necessary information and simple use of colour and illustration to limit the usage of ink and paper, whilst the structural design eliminates adhesive creating a unique unboxing experience that resembles the motion of cracking an egg.

Find out more about Hands Collective here .

Bowmore – Leap to Greatness by Leo Burnett, Singapore

The 2024 LNY, the Year of the Dragon, presented a significant opportunity for Bowmore to connect with Asian consumers. To differentiate itself, Bowmore introduced its spirit of resilience to consumers by blending its pursuit of excellence with an enduring Chinese proverb about perseverance: “鲤鱼跳龙门” (The Carp has leaped through the Dragon’s Gate). This narrative was woven into the unboxing experience, with the packaging depicting the humble Carp’s determined journey up the waterfall; its leap through the Dragon’s Gate; and its transformation into the majestic Dragon.

When opened, the box completes the story, displaying the triumphant Dragon soaring over Bowmore's single malt scotch. Leo Burnett completed the storytelling with an original spring couplet encapsulating the shared journey to greatness between the Carp and Bowmore: 波上鲤跃 / 摩砺为龙 (The Carp that is not afraid of riding the waves / Will be the Dragon that conquers the sky).

Find out more about Leo Burnett Singapore here .

Bia Việt by Elmwood Asia, Singapore

Elmwood Singapore were tasked to create a premium pack design for Bia Việt, one that was relevant to the Vietnamese consumer and would help the brand gain penetration with lager drinkers across the nation. The agency crafted a distinctive and meaningful brand identity that honours tradition while signalling Vietnam’s progressiveness, reimagining the unique icon in Bia Việt’s legacy, the Lac bird. By uniting two distinctly Vietnamese icons - the Lac bird with the Vietnam star, the new icon celebrates our authenticity and credibility as the true national beer of Vietnam. Vibrant colours, dynamic patterns, and striking imagery underpin the new design. Overall, our transformative rebranding has elevated Bia Việt as the embodiment of Vietnamese pride, propelling it to new heights in the mainstream beer category.

Find out more about Elmwood Asia here .

The Good of Nature - from Earth, to Earth by Good Nature Co, Thailand

The orange packaging design symbolises the continuous cycle of life through its circular, infinity-inspired shape. Its textured surface is inspired by resilient ant nests, which thrive only in chemical-free environments. More than just packaging, it is 100% nature-originated and returns as natural fertilizer after use, representing a commitment to sustainability, harmony, and the interconnectedness of nature.

Find out more about Good Nature here .

Sprinkle Redesign to Reduce by Prompt Design, Thailand

The packaging visually narrates the impact of climate change through a sculptural bottle design that mimics melting Arctic ice. Three stages are depicted: a full ice wall, gradually melting ice, and a nearly vanished glacier, emphasising environmental urgency. Unlike conventional patterns, the bottle’s textured surface replicates melting ice, creating a striking and meaningful design.

Find out more about Prompt Design here .

As this year's competition deadline edges closer and closer, why not enter some of your best designs? Find out more and enter the competition here .