X Social Group and REIGN Triumph at Global Design Award 2025

"Starry Crown at the Moon" Collection: A Perfect Fusion of Van Gogh’s Art and Hong Kong Craftsmanship

HONG KONG, Apr 26, 2025 - X Social Group, a leading ArtTech enterprise in the Asia-Pacific region, is proud to announce that the "Starry Crown at the Moon" festive gift set—a collaborative masterpiece curated with luxury brand REIGN and local artisanal studio Happy Yarn - has been honored with the prestigious Global Design Award 2025 (GDA 2025).

The award was presented during the "Hong Kong Design Summit 2025," organized by the Hong Kong Designers Association (HKDA). This accolade not only recognizes the project’s aesthetic excellence but also validates its innovative commercial strategy, which seamlessly integrates classic Art IP, traditional craftsmanship, and modern luxury experiences.

Where Celestial Dreams Are Woven into Earthly Delights

Designed by Roger Kuoch, the limited-edition "Starry Crown at the Moon" collection draws its inspiration from Vincent van Gogh’s immortal masterpiece, Starry Night. The project breaks the tradition of art being something "only to be viewed from afar," transforming the canvas’s swirling skies into tangible textures and luxurious culinary delights.

The collection features:

• "Crown of Starry Night" Crochet Hair Accessory: Meticulously hand-crocheted by local artisans at Happy Yarn, transforming Van Gogh’s iconic swirling brushstrokes into exquisite, wearable art.

• REIGN Caviar Egg Custard Mooncake: A redefinition of festive luxury, blending premium caviar with traditional custard craftsmanship.

• Van Gogh Starry Night Reinterpretation Lighting: A functional art piece that merges aesthetic beauty with practical illumination, adding a romantic, starry ambiance to the festival.

A Dual Victory for Business Strategy and Social Value

X Social Group demonstrated exceptional brand strategy prowess in this project. By leveraging Art IP licensing from "Auspicious Art," the group successfully bridged the gap between high art and commerce. The GDA jury highly commended the project’s contributions to sustainability and women’s empowerment:

• Cultural Heritage & Innovation: The project revitalized Hong Kong’s traditional crochet craftsmanship, successfully introducing it to the high-end luxury market.

• Empowering Women & Community: Through the collaboration with Happy Yarn, the initiative provided vocational training and employment opportunities for local women, embodying the concept of "Luxury with Warmth."

• Exceptional Market Response: Utilizing precise scarcity marketing and Influencer Word-of-Mouth (IWOM) strategies, all 200 limited-edition sets sold out within five days at the K11 MUSEA REIGN flagship store, sparking a collection frenzy in the secondary market.

  
  

Mr. Samuel Lam (Lam Hon-yuen) of X Social Group stated: "Winning the 'Global Design Award 2025' is a tremendous encouragement for our team. It proves that contemporary marketing is not just about product promotion, but about creating cultural dialogue. 'Starry Crown at the Moon' successfully connected the artistic soul of Van Gogh, the handcraft of Hong Kong artisans, and the prestige of REIGN, creating unique value for the brand. Looking ahead, we remain committed to exploring further possibilities where ArtTech meets human-centric care."

About the Global Design Awards 2025

Heritage and Authority

• Organizer: The Hong Kong Designers Association (HKDA), established in 1972, is the longest-standing and most representative design body in Hong Kong.

• Status: The GDA is the flagship event of the HKDA. Since its inception in 1975 (formerly the HKDA Awards), it has been one of the most significant multi-disciplinary design competitions in the Asia-Pacific region.

  
  

The 2025 Golden Jubilee

• Significance: 2025 marks the 50th Golden Jubilee of the awards. The theme, "Unleash Great Design on the Centre Stage for a Global Market," makes this year’s accolades historically significant, offering winners unparalleled exposure on the global stage.

#GlobalDesignAwards2025 #StarryCrownAtTheMoon #XSocialGroup #REIGN #HappyYarn