Partners with French Cognac House Martell to Embark on a Cross-Border Brand Collaboration, Redefining Mid-Autumn Gifting Through Cross-Cultural Craftsmanship
In celebration of this year’s Mid-Autumn Festival, JYY Group has partnered with renowned French Cognac house Martell to launch its latest Treasured Through Time Mid-Autumn Collection. Guided by a shared commitment to respecting nature, craftsmanship and meaningful experiences, the collaboration reimagines Mid-Autumn gifting through natural treasures, cultural exchange and cross-border brand collaboration.
Main image: During the launch event, both parties officially signed a Memorandum of Understanding, marking the beginning of a cross-border partnership rooted in cultural exchange and craftsmanship. Martell also presented JYY Group with the world’s first 35CL Martell VSOP Collector’s Edition, symbolising the beginning of this new partnership.
For many years, JYY Group has remained committed to preserving the culture of gifting by continuously reinventing the Mid-Autumn experience. This year’s Treasured Through Time theme reflects the belief that Mid-Autumn is about more than exchanging gifts. It’s about cherishing the memories, relationships and moments shared with the people who matter most.
Created in collaboration with Martell, this year’s Treasured Through Time Collection showcases the expertise of both brands. Inspired by Martell Cognac’s signature notes of ripe fruits, delicate oak and refined character, the collection combines premium ingredients including smooth white lotus seed paste, rich chocolate and black raisins infused in Martell Cognac for 24 hours. Every ingredient has been carefully selected and refined to create a balanced tasting experience. More than a festive gift set, the collection embodies the dual meaning of “Treasure”: celebrating Malaysia’s natural treasures while cherishing the people and moments that matter most.
Alongside the Treasure Collection, JYY Group also presents several signature Mid-Autumn favourites. Hong Kong Bay’s Black Gold Musang King Snow Skin Mooncake, crafted using flesh from 30-year-old Musang King durians, remains one of the brand’s signature best-sellers and sells out shortly after launch every year. The Moutai Snow Skin Mooncake, now in its third consecutive year, continues the brand’s dedication to craftsmanship by soaking every raisin in 53% ABV Moutai liquor for 24 hours, allowing the rich aroma to infuse every bite. JYY Group is also introducing a range of corporate gifting gift boxes starting from RM29.90, offering customisable gifting solutions tailored to different corporate branding and business needs.
Bridging Cultures Through Craftsmanship: JYY Group and Martell Explore New Possibilities
Driven by a spirit of continuous innovation, JYY Group continues to explore new possibilities between natural ingredients and exceptional craftsmanship. With more than 300 years of heritage, Martell is renowned for its Cognac-making craftsmanship. JYY Group, meanwhile, continues to champion Malaysia’s treasures—from natural treasures such as Trigona Honey to cultural treasures reflected in the nation’s gifting traditions and hospitality.
Both brands share the belief that the most treasured creations are shaped by time. A bottle of Martell Cognac represents more than three centuries of craftsmanship, while a colony of stingless bees takes approximately 300 days to produce around 3KG of Trigona Honey. Both reflect the value of time, craftsmanship and nature.
This shared appreciation for time, quality and craftsmanship laid the foundation for the collaboration. During the launch event, both parties officially signed a Memorandum of Understanding, marking the beginning of a cross-border partnership rooted in cultural exchange and craftsmanship. Bringing together expertise from different fields, the collaboration sparks new possibilities between French Cognac culture and Malaysia’s Mid-Autumn traditions. Martell also presented JYY Group with the world’s first 35CL Martell VSOP Collector’s Edition, symbolising the beginning of this new partnership.
Alann Tan, Founder and Group CEO of JYY Group, said, “This collaboration with Martell brings together traditional Mid-Autumn culture and new experiences. Through close collaboration, we developed pairings that allow Martell VSOP Cognac and JYY Group’s mooncakes to complement one another. With the Treasured Through Time Collection, we hope to present Mid-Autumn gifting in a fresh and meaningful way.”
Liew Pooi Wan, Marketing Director of Pernod Ricard Malaysia, said, “A meaningful collaboration begins with shared values. In JYY Group, we found a partner that shares our respect for craftsmanship, gifting traditions and Malaysia’s natural treasures. For Martell, this collaboration is also an opportunity to become part of Malaysia’s Mid-Autumn gifting culture and connect with consumers through moments of reunion and celebration.”
Guests were welcomed with Lune de Miel, a signature cocktail inspired by the idea of a “Honeymoon”. Blending Trigona Honey with Martell VSOP Cognac, it offered a light and refreshing start to the evening.
Martell Brand Ambassador Louis also led guests through an exclusive tasting session featuring Martell VSOP Cognac paired with the limited-edition Martell Mooncake Collection, including the Snow Skin Martell Mooncake with Raisin, Snow Skin Martell Mooncake with Double Chocolate & Hazelnut, and the Martell Lava Mooncake with Dark Chocolate, showcasing the harmony between Cognac and mooncakes.
Guests were then introduced to a second signature cocktail, Harvest Moon, symbolising abundance and prosperity during the Mid-Autumn Festival. The cocktail was paired with Hong Kong Bay’s signature mooncake collection, including the Musang King Snow Skin Mooncake and Traditional Baked Mooncakes, completing the Mid-Autumn tasting experience.
Bringing Malaysia’s Natural Treasures to the World
As one of JYY Group’s signature natural treasures, Trigona Honey plays an important role in this year’s collection. With its delicate floral notes and subtle natural acidity, Trigona Honey reflects the unique character of Malaysia’s tropical rainforest.
Looking ahead, JYY Group will continue expanding collaborations with international, F&B and lifestyle brands, combining Malaysia’s natural resources, innovation and experience-driven design to create more opportunities for brand co-creation while bringing Malaysia’s natural treasures and cultural stories to the global stage.
The Treasured Through Time Collection (Treasure Collection) is now available for pre-order. Other Mid-Autumn collections will be progressively available at JYNNS outlets nationwide, selected Hong Kong Bay counters and the brand’s official online platforms. For more information about JYY Group, please visit its official website.
Brand Tag: Jin Ye Ye, Hong Kong Bay
Hashtag: #Jinyeye #Martell #CraftedToBeTreasured
