Category: culture | 文明 | 미디어와 예술 | 人文

Culture was the central point of my reason to start this blog. I thought that there was so much to explore in Asian culture to try and understand the future.

Initially my interest was focused very much on Japan and Hong Kong. It’s ironic that before the Japanese government’s ‘Cool Japan’ initiative there was much more content out there about what was happening in Japan. Great and really missed publications like the Japan Trends blog and Ping magazine.

Hong Kong’s film industry had past its peak in the mid 1990s, but was still doing interesting stuff and the city was a great place to synthesise both eastern and western ideas to make them its own. Hong Kong because its so densely populated has served as a laboratory of sorts for the mobile industry.

Way before there was Uber Eats or Food Panda, Hong Kongers would send their order over WhatsApp before going over to pay for and pick up their food. Even my local McDonalds used to have a WhatsApp number that they gave out to regular customers. All of this worked because Hong Kong was a higher trust society than the UK or China. In many respects in terms of trust, its more like Japan.

Korea quickly became a country of interest as I caught the ‘Korean wave’ or hallyu on its way up. I also have discussed Chinese culture and how it has synthesised other cultures.

More recently, aspect of Chinese culture that I have covered has taken a darker turn due to a number of factors.

  • Dow recycling + more stuff

    Dow recycling Singaporeans shoes

    Dow said it was recycling our shoes. We found them in Indonesia | Reuters – Reuters put trackers in usable secondhand shoes to see where they would end up. The main gist of the story is that Dow recycling effort was a failure, which is also embarrassing for their partner the Singapore government.

    Sneaker

    The idea was the sneakers would be made into playground surfaces. Reuters seems to have stopped investigating the story of Dow recycling shoes, but I was left with more questions about Dow recycling than answers from the Reuters report:

    • Were some of the shoes more distressed than others?
    • Do Reuters know what happens to unwearable sneakers that enter the Dow recycling process?
    • Is it more ethical to sell on lightly used shoes as affordable footwear to Indonesians or recycle them regardless? Reuters doesn’t have an answer to this issue

    China

    China targets banker, dissident and church leader ahead of annual parliament — Radio Free Asia and Bao Fan, Banker in China Who Vanished, Is Said to Be Aiding Inquiry – The New York Times – In a filing on Sunday, that doesn’t sound like particularly good news, China Renaissance Bank said C.E.O., Bao Fan, was “cooperating in an investigation” by Chinese authorities

    China tells big tech companies not to offer ChatGPT services – Nikkei Asia 

    Predictably ARM is getting screwed over in China: Arm/SoftBank: delays on Chinese joint venture transfer will dent valuation | Financial Times 

    Tencent boss Pony Ma left out of China’s signature political gathering | Financial Times – indicates CPC has muzzled and crippled Chinese technology giants so doesn’t need to bring them into the big tent and influence them

    Three-day weekends and more time for love: China’s elite dream up policies for Xi | Financial Times 

    Consumer behaviour

    How single Chinese women spend their money | Daxue Consulting 

    Culture

    PMC Ryodan: The Strange Story of Anime Teens, their Sworn Enemies and the Kremlin – bellingcat 

    Economics

    Sanctions rarely work, but are they the least worst option? – Asia Times 

    How are Russian airlines still flying if they can’t import spare parts? | Quartz 

    UK struggles with transition to manufacturing electric cars | Financial Timesforeign carmakers’ core concern is that Britain’s reputation as a stable and pragmatic place in which to manufacture vehicles has been shattered, initially by the 2016 Brexit vote, and more recently by last year’s political turmoil at Westminster. “They are asking whether the UK is a stable partner,” said one person close to the Japanese companies. – Brixiteer economic expert Patrick Minford openly discussed the demise of the car manufacturing industry 

    Energy

    South Korea’s EV battery leader bets on US growth to dethrone China rival | Financial Times 

    Ethics

    Can A.I. Treat Mental Illness? | The New Yorker 

    Finance

    Revolut’s auditor warns 2021 revenues ‘may be materially misstated’ | Financial Times – interesting that Revolut and N26 are thought of as tech firms rather than finance firms. I wouldn’t have called First Direct, MBNA or Egg back in the day as tech firms. Admittedly they used the new technology of the time, but they aren’t tech firms per se. Tech seems to be used as shorthand as sketchy a la N26 head of risk quits due to personal reasons in escalating leadership crisis | Financial Times 

    FMCG

    Where Has All the Chartreuse Gone? – by Jason Wilson 

    Reckitt Benckiser’s sales volumes slide as demand for disinfectant wanes | Financial Times – they have really badly handled brand building for decades as well. The COVID line is an excuse under-estimating a longer business decline

    Altria exits vaping group Juul after stake plummets in value | Financial Times

    France

    France is becoming the new Britain | Financial Times 

    Germany

    Dubious Alliance: How Present Is the Far Right in Germany’s New Peace Movement? – DER SPIEGEL 

    Hong Kong

    It’s only a matter of time before western technology platforms get cancelled in Hong Kong as the great firewall extends outwards: Anthem-Gate, again | Big Lychee, Various Sectors and Slate – Beijing’s Crackdown on Hong Kong Dissidents 

    Minority HSBC shareholder group seeks vote on dividends, Asia restructuring reporting | South China Morning Post – Ping An by other means

    The Block: Hong Kong plans to lift ban on retail crypto trading – not sure that this is the smartest move

    Innovation

    Does Technology Win Wars? | Foreign Affairs 

    Anime and ‘The Last of Us’ are transforming Sony’s business | Financial Times – this makes me sad re the decline hard innovation in favour of financial engineering and media at Sony

    Apple taps China’s Luxshare to develop augmented reality device – Nikkei Asia – outsourcing critical innovation?

    Japan

    Electric Dragon 80000v (エレクトリック·ドラゴン 80000V, Sogo Ishii, 2001) – Windows on Worlds 

    Korea

    South Korean weapons in high demand from Malaysia to Poland, as war in Ukraine rages on | South China Morning Post 

    Luxury

    FT Fashion Matters on Paris autumn – winter womenswear shows 

    Denica Riadini-Flesch – Financial Times – less but better items via Indonesian craft workers

    Harrods chief shrugs off recession fears because ‘rich get richer’ | Financial Times 

    Irish whiskey makers see chance to catch up with tweedy Scotch cousins | Financial Times 

    Marketing

    Women and ethnic minorities overrepresented in advertising industry, finds reportWomen and ethnic minorities are now overrepresented in the UK advertising industry following a decades-long push to improve diversity, according to a new survey. A 2022 census found that an estimated 55pc of employees in the sector were women, compared to 45pc who were men. That was after the number of women increased from an estimated 11,600 to 14,400, an increase of 24pc, the Institute of Practitioners in Advertising (IPA) said. At the same time, the proportion of non-white employees increased by almost one third to 24pc, compared to 18pc a year earlier. Women made up 51pc of the population in England and Wales in 2021, according to the Office for National Statistics, while non-white ethnic groups comprised about 18pc. In London, where most of the UK’s advertising industry is concentrated, non-white ethnic groups represent roughly 46pc of the population. The IPA said there was more work to do on diversity, as women still only get just over one third of executive jobs in the ad industry, while non-white individuals only occupy 11pc of roles. – Daily Telegraph on how it feels that ‘woke’ addend risks becoming ‘out of touch’ with the British public, but doesn’t manage to make its argument very well.

    The Drum | Digital Attribution Is Dead! Les Binet Tells Us Why Marketers Need Econometrics In 2023 – everything old is new again

    Materials

    China beats Tesla to Nigeria’s lithium riches – Rest of World 

    Media

    The cases for and against The Trade Desk buying Criteo | DigiDay 

    Lessons in the price of Vice | Financial Times 

    Walt Disney vs Ron DeSantis: who really won the ‘Don’t Say Gay’ dust-up? | Financial TimesInstead of candidates with backgrounds in economic development or tourism, he packed the board with political allies. Two of them are leading lights in the culture wars that have helped DeSantis build a national profile ahead of a presumed run for the 2024 Republican presidential nomination. Among them is Bridget Ziegler, co-founder of the conservative Moms for Liberty group and a champion of Florida’s Parental Rights in Education law, dubbed “Don’t Say Gay” – Disneyland Florida is pretty screwed

    Online

    Digital worlds diverge at World Mobile Congress – Asia Times 

    Elon Musk Recruiting Team to Build His Own Anti-“Woke” AI to Rival ChatGPT 

    Security

    ‘Unmanned’ drones take too many humans to operate, says top Army aviator – Breaking Defense 

    Weapon replacement costs changing nature of Ukraine war – Asia Times 

    Software

     5 questions for Adobe’s Dana Rao – POLITICO – Adobe CEO on machine learning, read with Chatbot Character.ai valued at $1bn in Andreessen-led funding round | Financial Times – substitute fintech or metaverse in the subject matter and you can see a VC industry bereft of vision pursuing the latest soft innovation fad rather than investing for the long term in hard innovations

    What drum machines can teach us about artificial intelligence | Aeon Essays 

    Amazon’s big dreams for Alexa fall short | Financial Times 

    Style

    Rihanna Announces the Return of Fenty x Puma | Vogue – after she was binned by LVMH. I wonder how much mileage is left in the brand?

    Web of no web

    MWC 2023: Chinese Electronics Companies Showcase IoT and Promote 5G – Pandaily 

    Wireless

    Above Avalon: Apple Lends $250M to Globalstar, Why Doesn’t Apple Get Into Satellites?, EU Narrows Apple Probe (Daily Update) 

    Or how smartphones could end up being declared as bad as corporate pollution – Honestly, it’s probably the phones – by Noah Smith 

    Nokia is changing its logo to move away from its mobile manufacturer image – and has managed to create a design disaster zone that reads like Aocia and

    HMD Global to make Nokia 5G smartphones in Europe, adds repairability | EE Times – deglobalisation?

    Five things to know about MWC 2023: 5G, AI, China and more – Nikkei Asia and China Inc in Barcelona and Hong Kong’s crypto ambitions | Financial Times 

  • Ambient content

    Ambient content is the name that I gave to a peculiar type of video content that has been rising in popularity over time at odds with online media. It’s at odds with the direction of online content in general and technological convergence.

    Kitchen view 2

    Yes we’re in the middle of a metaverse winter at the moment as western platform companies have reduced or withdrawn spending on it. But gaming seems to be as healthy as ever. There is a lean forward bias to online media with the exception of streaming services.

    The ambient content by these ‘influencers looks as if it is taking things in a very different direction:

    • Its not particularly commercial
    • Its not ‘role model’ material a la Steve Barrett, Zoe Sugg or even Andrew Tate
    • There is no ‘personal brand’
    • There is a unforced ‘hygge’ feel to the content
    • It’s oddly relaxing to watch
    • It’s lean back content, there is no call to action or actively engage

    What does ambient content look like?

    Here’s examples from the couple of accounts that I have noticed.

    @nushitoneko

    @nushitoneko is a divorced lady living alone with two cats in Japan and apparently holding down two jobs. Her simple cooking that relies on a lot on frozen ingredients looks lovely. She also captures the occasional McDonalds meals and Starbucks take-out in her films. If you are in Japan, you can buy products that she uses in her everyday life from her ‘Rakuten ROOM‘ which is a bit like an Amazon affiliate marketing page.

    https://youtu.be/9BYRPS8Lx5U

    @Choki

    @Choki is more design led. The Instagram account feels like a bit of personal art direction is in place. She shares her home with a rabbit and a cat. @Choki looks as if she might be about to launch some sort of e-commerce venture. She is in her late 20s or early 30s and focuses on unwinding from stress in her content.

    https://youtu.be/PlMaH_1rxqo

    @usakostyle

    @usakostyle is a Japanese national living alone. Like @Choki is has a focus on interior design in her content. While there isn’t animal content in her videos that cute influence comes in from her love of Studio Ghibli animation and this can be seen in some of the detail nature shots she puts in her films, which feel like the background detail in Ghibli movies. She has a Rakuten affiliate marketing page.

    @LouCslife

    @LouCslife is a Filipino lady who has a corporate job working in Japan. I think that she is the youngest of the trio. Her content focuses more on cleaning and tidying up than on cooking. She has a small apartment that she keeps immaculate. She appears in her thumbnails of her videos, but its hard to know what she really looks like. She also is differentiated by her lack of pets and doesn’t even have an affiliate marketing page like @nushitoneko.

    This isn’t only a ‘made in Japan’ phenomenon, but also in Korea as well.

    @MariLife

    @MariLife is a Korean housewife living in South Korea that shoots similar content, but does it on solo camping trips using the family MPV as her base camp. The style of the videos feel very similar to the Japanese created ambient content. @MariLife’s content is very polished and she has explain that all the footage including the drone footage is shot by herself.

    Common aspects of ambient content

    Common aspects of ambient content includes:

    • Relaxing soundtrack
    • Small moments of everyday life, but as long form content
    • It’s not educational in nature, but they might inspire you to try your hand at cooking once you’ve watched cooking channels
    • 30+ years old content creator
    • The idea that (with the exception of pets) its ok to be your own company. They might be alone, but they don’t feel lonely
    • Non-aspirational in nature. The content creators cooking skills and presentation is very good, but managed within a constrained budget. For instance @nushitoneko buys outfits sparingly from Shein and while she used a tablet for drawing as part of her online marketing job, when eight year old iPad died on her she moved to working on her phone and hasn’t replaced it yet. There are no product pitches or programme sponsors in the content. Instead it is about the small pleasures in the now, the simple satisfaction of a frozen pizza and drinking coffee while watching an anime or reading a book
    • No over-monetisation of content. For instance, @nushitoneko and usakostyle both have an affiliate page on Rakuten where you can buy some of the products that they have in their respective kitchens such as an electric sandwich maker
    • Greater degree of anonymity enjoyed by the content creators

    I think that there content says a good deal about our stressed lives and seems to tie in with some of the things driving the audience desire for de-influence trend amongst TikTokers to be real.

  • Dark Side Of The Moon 50th anniversary + more stuff

    Dark Side Of The Moon 50th anniversary

    Pink Floyd released their seminal album The Dark Side of The Moon in 1973. The album went on to be very influential in the decades to come. I first heard of the album in primary school, Mr Garrett talked about seeing Pink Floyd perform The Dark Side Of The Moon – Live At Wembley. I am not sure if he actually went to the concert or saw the film of it.

    Dark Side of the Moon

    He was considered our coolest teacher with tales of swimming across the Suez Canal and having a dark green down belay jacket as a winter coat. This was before technical wear became mainstream.

    Anyway back to The Dark Side of the Moon. It influenced so many different genres of music and subcultures. It was a popular soundtrack for relaxing at home and beloved even my the mod revivalists that I knew.

    The reality was the the psychedelic aspects of the 1960s and 1970s had large scale youth appeal well into the late 1990s.

    The voice recordings and ambient noise influenced sampling culture, though Pink Floyd wasn’t always happy about it. The alarm clock sound on Time was sampled by The Prodigy and Bomb The Bass were declined permission to use a sample from Money on a track dropped from their second album Unknown Territory.

    The iconic cash register sound on Money actually came from a special effects album Jac HolzmanAuthentic Sound Effects Volume 2.

    Ambient rooms in clubs would see The Dark Side of the Moon and later Wish You Were Here albums played regularly. To celebrate the 50th anniversary, Pink Floyd launched an animation competition.

    Generative AI was one of the go to techniques that artists went to in order to match the cosmic nature of the music. Some of the videos are beautiful to watch.

    Concern about Christian Japanese

    Fervent religious belief in Japan has led to two tragedies in modern Japan. The assassination of former prime minister Shinzo Abe associated with anger at the Unification church and the Tokyo subway attack with Sarin in 1995 by the Aum Shinrikyo sect.

    Devout Christians are a small but visible community in Japan and many Japanese are uncomfortable around them due to these incidents. This leads to children becoming socially isolated in school and friends pulling away in adult life.

    Yellow Magic Orchestra

    Japan’s Yellow Magic Orchestra (YMO) get a documentary that highlights the importance to popular music production.

    Condor

    Condor was British Railways attempt at containerisation, before the popularity of intermodal containerisation. It makes interesting viewing. It would be great if the UK and Ireland could take a similarly enlightened approach to integrated logistics now.

    SKYN Japan

    Skyn presents undressing softness – the latest brand film and campaign was released in Japan for Valentine’s Day. I was struck by how it about brings out empathy. The performing couples are nervous. They didn’t know what they’ll be asked to do next and they have to do it in public. This becomes even more obivous for the thousands who saw the film on an OOH digital billboard at Shibuya station. It comes across more sweet and loving, than erotic or sexual, which is different for the category.

    Whiskas

    Whiskas finding the purr in every cat is a really interesting and smart proposition. I love the way AMV BBDO did the creative around this proposition.

  • Forbidden movies

    The phenomenon of forbidden movies

    The idea of forbidden movies for me started as a child. There were certain things that I wasn’t allowed to watch. It was a big deal when I was allowed to stay up late on a Saturday night and watch Starsky & Hutch.

    Starsky and Hutch

    But movies that appeared later, were never open to me. So that created an aura of mystery and intrigue around these forbidden movies.

    A cinema trip was something that I did maybe a dozen times prior to me turning 16, so television was my sole access to film full stop. Video shops came along a bit later.

    Television used to feature movie trailers as part of commercial advertising. Judicious editing of footage into the trailer made ropey films like Hangar 18 seem much more attractive than they actually were. As an adult I can say that Darren McGavin and Robert Vaughn were wasted in the film. But it was a tough time for Hollywood and they needed to take what work they could get.

    Being in school

    In primary school and the beginning of secondary school there was a lot of bravado about who had seen what films. Death Race 2000 was a popular film to name drop because of its transgressive nature.

    In reality the film was a Roger Corman produced black comedy that sparked their imagination. But the reality was a mix of imagination and third hand accounts from older family relatives made up the schoolyard mythology of Death Race 2000 and other forbidden movies.

    Video tape

    I had friends who went to art school and got tapes through them. For instance this interview by Geraldo Rivera with death row inmate Charles Manson together with a copy of Cannibal Ferox – an Italian exploitation film banned in the UK under the Obscene Publications act. Neither was ever screened on British TV.

    The first time that I watched A Clockwork Orange was on a tape too. Stanley Kubrick asked for distributors Warner Brothers to remove A Clockwork Orange from UK circulation once it had run its corse at the cinema. The reason was media hysteria had built up around the film and alleged copycat crimes perpetrated. After Kubrick died, Warner Brothers put the film back into circulation and I got to see it in the cinema and own my own copy.

    Although I had seen these films, I had watched them on noisy recordings, so it was like being at a drive through in the middle of a blizzard. But these under the counter copies only magnified the myth around these and other forbidden movies. The 051 art cinema in Liverpool and Moviedrome series on BBC did a lot to widen my film consumption and media literacy.

    Exploitation cinema

    Forbidden movies generally fell into one form of exploitation film genres. These were films that rode a current trend, were niche genres or had transgressive content of one sort or another. Out of exploitation films came the modern porn industry, spaghetti westerns, horror films, sci-fi and fantasy genre, blaxploitation films, LGBTQ cinema and the popularity of martial arts films in the west. They were typically shown in what were known as grind house cinemas in the US. These were cinemas that charged low prices and continually screened films one after the other.

    Some film production companies such as Roger Corman’s New World Cinema and Cannon Pictures specialised in exploitation films. By the time home video and the video rental business came along there was a good body of content to draw from globally. For some reason Italy was a major source of content due to extensive experience dubbing into multiple languages. Italian films were also very transgressive to draw audiences in.

    Content that was created to fuel cinema viewers landed on the small screen thanks to consumer video recorders. There was a single video standard (after Video 2000 and Betamax were outlicenced by VHS). At first VHS viewing was treated as something personal to the household. But eventually the law intervened.

    On the childhood street were I lived until secondary school, there was a family who ran video rental shops and made hardcore pornography in a studio above one of the stores. Their films apparently starred several of our neighbours. They were prosecuted under the Obscene Publications Act and the father did prison time for it.

    The media and government started to take a second look at exploitation genre films that had managed to get a release to video. A pressure group got the government to create a list of 72 films thought to be in contravention of the Obscene Publications Act and then brought in the The Video Recordings Act 1984 which required all films to get a classification as if it was going to be released for cinema display. Included on the list of 72 forbidden movies were works by Wes Craven, Sam Raimi and Dario Argento – all of whom have made a major impact on the history of the cinema and the art of film-making.

    Exploitation films live on through its influence on mainstream film makers such as Eli Roth, Quentin Tarantino and Roger Rodriguez. The modern equivalents of the exploitation production houses would be the likes of The Asylum who produce a lot of direct to Amazon Prime level films.

    Mondo films to shockumentaries

    Mondo films were pioneered in the 1960s by a duo of Italian directors: Gualtiero Jacopetti and Franco Prosperi. Jet travel had opened up the world, but long haul travel was only available to a privileged elite. Far flung parts of the world were largely a mystery to each other. Secondly, the world in a process of decolonisation. Jacopetti and Prosperi’s films showed that a documentary could be profitable at the cinema and could entertain. They weren’t without controversy.

    They also inspired other directors to put together clips of salacious content as documentaries. The most famous of which was Faces of Death and its subsequent four sequels. The most controversial footage in Faces of Death was faked.

    Found Footage

    Found footage has been used as a cinema trope recently with the likes of the Blair Witch Project, Paranormal Activity and Cloverfield. But it started as a device in cinema with the release of Italian film Cannibal Holocaust which features on the UK list of 72 forbidden movies.

    Moral panic

    Moral panic accelerated by the tabloid press fuelled a lot of what happened in the UK film industry right through to the 1990s and beyond. The backlash against video nasties in the 1980s matched the backlash against Child’s Play 3 in 1993 when allegations were made that Jamie Bulger‘s killers were inspired by the film. That moral panic also came out again when one of them reoffended. Nowadays the panic is more focused on the internet.

    The documented life

    While film cameras were available in the pre-war period, much less people had access to their own film development lab. So ‘stag reels’ were able to be shot, but these were either personal films of the very rich, an inside film industry endeavour or involved organised crime.

    The rise of home video in the 1980s changed things dramatically. The family that I mentioned early on who set up the pornographic film studio started with a video camera and recorder combo unit that they originally bought for filming weddings.

    By 1984 the JVC GRC-1 camcorder provided consumers with a TV studio in a easily portable unit using VHS-C cassettes allowing for recording and immediate playback. Consumers started bringing these camcorders everywhere.

    It reduced the cost of film making sparking an explosion in film making for local audiences from Nigeria to the Philippines.

    The camcorder allowed things to be filmed that wasn’t previously possible, including every conceivable form of pornography that you could think of including ‘point of view’ or gonzo content. Accidents could be captured fuelling more series like Faces of Death.

    Internet of everything

    The internet opened up new opportunities for sales and viewership that non-authoritarian governments haven’t really controlled. If you have forbidden movies in one country, it could be available to watch or on DVD or Blu-Ray in another which saw a boom and then massive disruption in the media industry and made a mockery of banned or forbidden movies.

    Smartphones

    If the JVC GRC-1 pioneered the home TV studio, the smartphone mainstreamed the concept and online video platforms provided the broadcast infrastructure. Judicious use of a search engine allows you quickly to find content that exceeds anything shown on the video nasty list of forbidden movies. And it’s real from the war zones of the Middle East to the latest combat footage from Ukraine.

    More related posts on this site here.

  • CNY 2023 the the rear window

    Chinese New Year or CNY 2023 in online shorthand meant that for many people through Asia and beyond we are now in the year of the rabbit. You may see CNY 2023 also called lunar new year or ‘spring festival’. This post is later than I usually do for Chinese New Year, but that delay allowed me to watch more adverts so that you didn’t have to.

    Traits of Chinese New Year

    The rabbit is one of 12 signs in the Chinese zodiac. During the festival a number of things happen:

    • Family members try to gather and visit wider family members. In mainland China, this triggers the world’s largest internal migration of people over a three week period. An article by Bloomberg estimated that mainland Chinese people will have made more than 520 million trips within the country by road, rail, water or air in the first 13 days of the new year
    • People stay up late together, this apparently helps to give longevity to your parents
    • There is a corresponding rise in food purchases, alcohol and other ancillary items. Depending where you are families may make dumplings together or toss bowls of noodles together in order to gain good fortune and prosperity
    • There is a tradition of buying new clothes. In Hong Kong, going to sleep in (new) red underwear is believed to give good luck. Having a red theme to clothes is supposed to help bring good fortune
    • Money. Money in currency and gold is gifted in red envelopes. Companies will pay their employees a lunar new year bonus, usually equivalent to one pay packet (a weeks wages, or a month’s salary was the norm in Hong Kong.) Bosses also give their employees a red envelope from their personal pocket.
    • Zodiac animal themed items are popular with consumers as well
    • There are media events. So in Hong Kong, Singapore and Malaysia there is usually a ‘Chinese New Year’ song specially composed. Special films that are suitable for all age groups do well in the cinema such as Hong Kong’s ‘All’s Well that ends well’ series of movies

    Consequently, from an advertising perspective this can be equivalent to Super Bowl Sunday in the United States or the Christmas season in the UK when brands drop their tent pole ad creative.

    Ad dynamics

    In general, the best adverts seem to come from Malaysia and Singapore rather than Hong Kong or China and CNY 2023 is no exception. Businesses that lean in particularly heavy to CNY 2023 advertising include telecoms companies, banks and financial services and health companies. Some FMCG brands also get involved, but that seems to be more sporadic in nature. Finally in CNY 2023, some sectors like airlines have more customers than they do available seats so there doesn’t seem to be a campaign by the likes of Cathay Pacific this year.

    China

    Apple

    Apple puts on a film that showcases Chinese opera and tells an individual tale of persistence as part of its shot on an iPhone series of films.

    https://youtu.be/HjHG5kzi85o

    Coca-Cola

    Coca-Cola features a touching story about a family of rabbits celebrating lunar new year. I can’t embed here because Coca-Cola China seems to be using all YouTube’s copyright tools for some reason.

    It apparently says:

    Time will change, traditions will change, and the expectation of reunion will never change. A bowl of handmade dumplings evokes the taste of the New Year in memory. A can of Coca-Cola can fully release the beauty of reunion. The first words of reunion in everyone’s mouth are Coca-Cola® Cheers! Regardless of whether the dishes on the table this year are classic dishes or trendy New Year dishes, as long as they are paired with “Coca-Cola”, the magic of delicious food can be opened, and the whole family can welcome the new and beautiful “rabbit-morrow” together!

    Translation by Hakumi Chan

    Gucci

    China is opening up and Gucci wants to get its share of revenge spending. Hence a lavish short film to celebrate the year of the Rabbit (and a platinum UnionPay card to buy it with).

    Hong Kong

    Asahi Dry

    Japanese lager Asahi Super Dry put together this ad with surprising production values compared to other efforts in the market.

    Malaysia

    Bing Chilling

    Bing Chilling is a local ice cream brand. It has an ear worm of a Chinese New Year song and manages to make the product fit naturally into the film – which is no mean feat.

    https://youtu.be/vB633cGTP70

    Khazanah Nasional

    Khazanah Nasional Berhad (“Khazanah”) is the sovereign wealth fund of Malaysia. The film about a ‘leap of fortune’ is an apropos theme to the brand.

    KitKat

    To celebrate KitKat pink ice cream Nestle’s ice cream marketers commissioned an advert that put together a catchy song and campy outfitted young people to create CNY 2023 perfection.

    Listerine

    Listerine mouthwash captures the tension of a family photo orchestrated by a demanding Auntie.

    Magnum

    Magnum is a mobile gaming app, as a brand think of it as a Malaysian analogue to Foxy Bingo.

    Mercedes Benz

    Pure product porn with a flimsy plot line of a reunion for Chinese New Year.

    Pepsi

    Pepsi focuses on nostalgia with a slice of romance in its advert.

    A second Pepsi film encourages consumers to finish their canned drinks rather than having multiple cans partly used – a common problem during lunar new year gatherings. Creatively, you can see the influence of Hong Kong television programmes on wider asian culture to this day.

    Taylor’s University

    Malaysia’s system which games access to public education to the benefit of the Malay ethnic group has fuelled demand for private universities at home and abroad. Taylor’s University is a private university based in Selangor. This seven minute film comes across as your usual tearjerker, but has a couple of twists in the plot to keep you guessing.

    TuneTalk

    Malaysian pre-paid mobile carrier TuneTalk focused on how broken friendships and relationships are healed as part of the process of coming together through CNY 2023. Alex and Cindy will be reunited!

    Watsons

    Hong Kong headquartered pharmacy retail chain wishes you a Happy Beautiful New Year for CNY 2023.

    You can even more Malaysian ads here.

    Singapore

    SingTel

    Singapore’s incumbent telecoms company brings back the rival, but related Ang and Huang families for their fourth outing in their annual series Chinese New Year advertisements.

    Tiger beer

    Singapore’s Tiger beer did this advert for its home market. It also did experiential activities that tied into the advert too. The agency who did it is called Le PUB – nominative determinism in action.

    Wider diaspora

    HSBC Canada (in partnership with the Asian Art Museum of San Francisco)

    The case study speaks for itself and I can understand why it appeals to well heeled Vancouver residents who call Hong Kong home.

    McDonalds US x Karen X Cheng

    The US arm of McDonalds partnered with Karen X Cheng to create augmented reality based CNY 2023 with a QRcode type glyph on food packaging at participating restaurants.

    More related posts

    CNY 2021

    CNY 2020

    CNY 2019

    CNY 2018