Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). Previous implementations of NFC in product packaging were limited to higher-end products. However, production costs of the chips have dropped substantially and has led to more adaptations. With more and more products using the technology, more consumers will get exposed to NFC- enabled packaging. Generation Z is one of those consumer groups. Thus, this study aimed to explore how NFC technology embedded in product packaging can influence the user experience for Generation Z and their relationships with brands. To achieve this goal, a qualitative approach was implemented, and 5 semi-structured interviews were conducted to get an understanding of the members of the generation’s view on NFC-enabled packaging. Emerging themes included added value, brand image, ease of use, right product, and environmental concerns. The findings from this study revealed the potential of NFC-embedded packaging and highlights the benefits it can provide to Generation Z but also several pain points and considerations.