Search results for: “"wong ka wai"”

  • Rewatching Wong Kar wai

    My love of films by Wong Kar wai came at a time of changing media. In the early 2000s I watched the films the first time after I got a portable multi-region DVD player and there had been a massive surge in video labels including Artificial Eye and Tartan publishing arthouse titles. This provided a great cost-effective way to explore and experience world cinema and I gravitated towards Japanese and Hong Kong cinema.

    I was already familiar with traditional martial arts films and the ‘gun fu’ of John Woo. Wong Kar wai was Hong Kong’s answer to French new wave auteurs.

    Around the same time, I ended up dating someone who lived in Hong Kong when we bonded over Faye Wong’s performance in Chungking Express. In a moment of delicious irony, I got to watch Wong Ka wai’s one ‘western’ film My Blueberry Nights while staying in Hong Kong.

    While Wong Ka wai’s filmography wasn’t the reason why I moved to Hong Kong, but it was a reason why I moved to city and had the privilege of living there for a while.

    This time around I was working my way through Criterion’s World of Wong Kar wai boxset which had been bought for my birthday during COVID time.

    wong kar wai

    The Wong Kar wai boxset contains:

    • As Tears Go By
    • Days of Being Wild
    • Chungking Express
    • Fallen Angels
    • Happy Together
    • In The Mood for Love
    • 2046

    As Tears Go By

    As Tears Go By was released in 1988. It is one of Wong Ka wai’s most conventional films from a Hong Kong perspective. Andy Lau plays the protagonist Wah, a triad soldier. Wong borrowed from the plot line in of Martin Scorsese’s 1973 film Mean Streets in terms of the story revolving around dynamic of two friends, one of whom is irresponsible. It’s a great stylish film, but if you told me that it had been made by Ringo Lam, Tsui Hark or Johnnie To, I’d have believed you. Hong Kong cinema audiences loved it and it would be another 25 years before Wong made another film as popular with local cinema goers.

    Days of Being Wild

    1990’s Days of Being Wild is often considered by some to be part of an informal trilogy, the others being In The Mood for Love and 2046. Stylistically it features love, loss, similar pacing, the use of inner narratives and experiments with colour. Thematically they are sensitive to the passage of time and have a vice-like hold on emotional memory. But the threads between the characters aren’t really bought together until the next film in the trilogy. Tony Leung’s character and is given the name of ‘Gambler’ is only wordlessly introduced right at the end of Days of Being Wild. He only becomes known as Chow Mo wan in the next film: In The Mood for Love.

    Leslie Cheung was ideally cast as a lost, rootless, self-absorbed drifter Yuddy in the film. Yuddy has a hole at the centre of his being that he is unable to fill. Like many dislocated Chinese in Hong Kong between the civil war and the cultural revolution he drifts.

    Yuddy is described as a legless bird, only touching down with death. Critics have interpreted this as pre-1997 handover anxiety. An article published on the Hong Kong Film Critics Society website described it for me best

    At the time, they were echoes of Hong Kongers’ sentiments under the looming 1997 deadline. Leslie Cheung, who has a love-hate relationship with his foster mother and after a failed mission to find his biological mother, drifts in self-imposed exile, is a metaphor for the city caught between the two sovereign states of China and England.

    Set in the 60s, the film is filled with signifiers of nostalgia (props, costumes, music, scenery). Reminiscence is but a lament that the good of the present will not last. And Days of Being Wild is but an elegy for a Hong Kong caught between 1989 and 1997.

    The film follows Yuddy and the trail of emotional wreckage he leaves in his wake as he looks to track down his biological mother.

    Secondary threads follow Su Li zhen, played by Maggie Cheung and Carrie Lau’s performance as Leung Fung ying. Both of whom where Yuddy’s transient love interests.

    There is a scene where Yuddy looks to obtain an American passport and something about Cheung’s movement and the casual violence reminded me of Michael Madsen’s Mr Blonde in Reservoir Dogs released three years later. While Mr Blonde is nihilistic, he lacks the duality of Cheung’s character.

    Leslie Cheung gives a fantastic performance on screen and his tragic death 13 years later was a serious blow to Hong Kong film-making.

    Days of Being Wild wasn’t well received by Hong Kong cinema goers at the time, despite being well regarded by film critics everywhere. This adds to Wong Kar wai’s reputation as an auteur streets ahead of the local audience. Which was a view I bought into the first time around.

    Having watched it again years later, I have some hypotheses as to why it didn’t do well.

    • While the dislocation and drifting reflected life for many in early 1960s Hong Kong, it didn’t match the go-go economy and Lion Rock can-do spirit of Hong Kongers in the following three decades. Younger audiences wouldn’t be able to relate to it in the same way. Cinema audiences tend to be younger than the general population, so that disconnect makes a degree of sense.
    • After the Sino-British joint declaration was signed in 1984, a pre-handover anxiety hung over Hong Kong. KMT supporting newspapers gradually closed down or pivoted their editorial style. Astronaut families became commonplace with upper middle class children based outside the city in Vancouver or Australia while their parents made money in the run up to handover due to the go-go environment of the time. The second passport, gave the family a bolt hole in case things went wrong after China took over. Local Hong Kong cinema goers wanted the escapism of action films, gambling movies and comedy.
    • It is very different in pace as a film compared to its high-octane peers at the time from the likes of John Woo. This time I got to see the original Hong Kong trailer of Days of Being Wild – and could understand how you could go into the cinema expecting something with much more pace rather than the dream-like experience much of Days of Being Wild gives you.
    • The ending came abruptly and without context.

    Chungkung Express

    1994’s Chungking Express is two locations and views of modern Hong Kong. Trading hub Chungking Mansions in Tsim Sha Tsui and the Midnight Express takeaway restaurant in Lan Kwai Fong. While it is a romantic comedy of sorts and varies in pace, it also has the qualities of what we now expect in a Wong Kar wai film. The focus on time, distance and emotional memory – but with a much lighter touch than Days of Being Wild.

    The film is anthology of two stories with retail worker Faye being the one serendipitous point of connection that holds both stories together.

    Takeshi Kaneshiro plays alongside fellow Taiwanese actress Bridget Lin in the first story. He is estranged from his girlfriend May relying on calls to her parents and tins of pineapple which is her favourite food.

    In the second story tells of how Cop 663, played by Tony Leung is left by his air stewardess girlfriend and acquires a stalker while getting over his old love.

    Both stories caught the urban energy of 1990s Hong Kong and resonated better with audiences. What is more remarkable is how fast the film was made in an improvisational way with guerrilla film making techniques. Its looseness was by design as Wong tried to mirror Haruki Murakami’s writing style on screen. The film was shot in a two-week break from editing Ashes of Time.

    The film brought Faye Wong to an international audience and cemented Wong Kar wai’s arthouse credentials.

    The film feels very now in terms of its style and even the use of old technology like camcorders and pagers on screen doesn’t pull you out of the film in the way I might have expected.

    Fallen Angels

    1995’s Fallen Angels was a surprise to me the first time I watched it. In some ways it goes back to As Tears Go By in its exploration of Hong Kong’s organised crime world. You have Wong Kar wai’s use of loose narrative, colour, tight spaces and urban energy.

    Compared to As Tears Go By it’s a slower paced film. It makes what now comes across as innovative use of close up wide angle photography that makes it look as if its shot on an iPhone decades before the modern iPhone came out. It also feels computer game-like in the action sequences. I can also understand why it has been compared to music videos in terms of style. Parts of the action sequence reminded me of Point Break in terms of the camera viewpoint. While it feels ‘intimate’ because of its claustrophobic shots, local cinema audiences didn’t relate to Fallen Angels.

    There is a duality to the film. Takeshi Kaneshiro plays Police Officer Ho Chi moo badge number 223 in Chungking Express. In Fallen Angels he is Hoo Chi moo, convict number 223.

    There are wider Wong Kar wai touches, in mid 20th century artefacts from 1960s Hong Kong architecture to the Enicar illuminated wall clock in the assassins base.

    (Enicar was a historic Swiss watch brand that was best known across Asia and China. The brand name is now owned by Wah Ming Hong who had been their distributor in China since the 1930s. One of my first memories of Hong Kong was giant building wrapping adverts for Enicar and another former Swiss, now Hong Kong watch company Solvil et Titus).

    Watching it this time, I had a nagging feeling that something had changed and sure enough when I searched online. I found out that the film had been extensively cropped shot by shot and recoloured by Wong Kar wai in 2020, not always for the better.

    Happy Together

    Happy Together was released in 1997 and is still a highly regarded example of New Queer Cinema alongside the like of Querelle.

    As a work out of Hong Kong it’s remarkable. Hong Kong as a society is conservative and there is a don’t ask, don’t tell aspect to the treatment of the LGBTQI community in Hong Kong. Legislation is more advanced than Hong Kong society at large.

    Leslie Cheung was an ideal protagonist known for being a champion of the avant-garde and having on-screen characters that experimented in different forms and levels of masculinity.

    Happy Together‘s themes of displacement, exile, and the repeated line “Let’s start over” mirrored loneliness, heartbreak, the collective uncertainty and “fretful wanderlust” of Hong Kongers at the time. The film came out in Hong Kong just two months prior to the handover of Hong Kong to China.

    Happy Together was released with a Category III rating, meaning only those 18 and above can watch it. Primarily this was down to Hong Kong’s greater latitude for violence rather than sex on-screen. Wong Kar wai’s eye and treatment on camera means that Argentina feels rather like Hong Kong in the film.

    In The Mood For Love

    For many people, 2000’s In The Mood For Love is the gateway drug to Wong Kar wai films. I think that the Cantonese title ‘Flower-like Years’, ‘the prime of one’s youth’ suits the film better. It’s the second film Wong’s informal trilogy, after Days of Being Wild.

    The contrast in pacing between In The Mood For Love and the previous film mirrored the move from frantic kinetic energy of colonial Hong Kong living on borrowed time to an oppressive study in stillness focused on longing for the past post-handover. Wong admitted in interviews that the hotel room number, 2046, where the protagonists get together to write represented the final year of Hong Kong’s ‘guaranteed‘ autonomy. The Shanghainese dialect spoken, outfits and food reflected Hong Kongers nostalgia for the post-civil war era of migration to Hong Kong as time of pain and hope.

    We are properly introduced to Tony Leung’s Chow Mo-wan character. Su Li zhen, played by Maggie Cheung adds the real line of continuity. We know it’s 1962, and probably at least a few years since Days of Being Wild. On one level their fortunes have improved, Su now works as a secretary for a shipping company; Chow is a journalist. They are both unhappily married and find solace in each other’s company.

    It’s like David Lean’s Brief Encounter but with the colour and latent emotion dialled up through copious amounts of hallucinogen. The loneliness, missed connections, the weight of time, regret, longing and rootlessness feel even more intense in this film than any of Wong’s previous films. The also a sharp contrast with the licentious and violent elements in Wong’s previous films.

    I remember watching it the first time and being blown away by it visually without taking in the plot, performance and nuance layer throughout. I then revisited my old DVD copy several times later on.

    Wong lays out their collective journey of discovery in finding out that their respective partners are having an affair. This builds the closeness and tension them, as does the martial arts serial that they write together.

    (This always struck me as a nod the popularity of Hong Kong based authors like Liang Yusheng and Louis Cha who worked as newspaper journalists, before going on to write serials published in newspapers and magazines. Eventually their works would be adopted in Hong Kong films including Wong Kar wai’s own The Eagle Shooting Heroes and Ashes of Time; and TV series in Hong Kong, Taiwan and communist China).

    In The Mood For Love redefined the way male main actor roles were portrayed in Hong Kong cinema allowing greater character depth than was previously the case with gun fu, wuxia and action comedies. It gave the post-handover Hong Kong film industry a much-needed creative shot in the arm before the ‘China-Hong Kong’ joint ventures finally bled it dry.

    In The Mood For Love seemed to be the ground zero for Hong Kong mid 1960s nostalgia, such as the G.O.D ‘Bing Sutt Corner’ redesign of the Starbucks branch on Duddell Street in the central district of Hong Kong. Others got in on the act, 7-Eleven released a set of ‘Old Hong Kong’ phone charms.

    Hong_Kong_Duddell_Street_Starbucks

    Writing this post, I went back to find out what I had written about the phone charms.

    There is a wider trend of nostalgia in the city which 7 Eleven Hong Kong is tapping into.

    It is interesting because it reflects a widely held view that the bright new future offered by mainland China isn’t bright, attractive or desirable. This will likely cause trouble in Hong Kong for China in the future; if it rolls out from the cultural zeitgeist into political aspects of Hong Kong life.

    There are times when I wish I was wrong.

    Nothing jarred from memory when I rewatched In The Mood For Love, but I had forgotten the documentary footage of President De Gaulle visiting Cambodia near the end.

    2046

    After In The Mood For Love, 2046 follows Chow Mo wan as he attempts to get Su Li zhen out of his system. The story also connects with Days of Being Wild with Carina Lau’s character still being heart-broken over the death of Yuddy, years later.

    There is a line in Tony Leung’s monologue that encapsulates 2046 the central plot premise really well.

    “Love is all a matter of timing, it’s no good meeting the right person too soon or too late. If I’d lived in another time or place then my story might have had a very different ending” – Tony Leung’s character Chow Mo-wan in 2046

    2046 captured post-Handover disillusionment, a community that realises its own ephemeral nature. Hong Kong’s specialness appears as suffering according to Stephen Teo – and I think he got it right.

    …a visually ravishing work that’s downright apocalyptic in its suffocating sense of dread and despair. – David Pountain, Little White Lies

    I finished the boxset, drained in a good way, but also disappointed, not in Wong Kar wai’s work but in the Hong Kong it now exists in. As it was once my home, I felt broken.

  • Apple Intelligence delayed + more

    Apple Intelligence delayed.

    Apple announced that features showcased during the 2024 WWDC enhancing Siri would be delayed. Apple Intelligence delayed represents a serious breach of trust for Apple’s early adopters and the developer community. On its own whilst that’s rare from Apple, it’s survivable.

    Sad Mac icon

    Apple has made other FUBARs: the Newton, some of the Performa model Macintosh computers in the 1990s, the Apple Pippin, Apple QuickTake cameras and the Apple Cube computer from 2000.

    The most recent game-changing product has been the AirPod series of headphones which have become ubiquitous on the tube and client video calls. But there has been a definite vibe shift around perceptions at Apple.

    • Recent product upgrades to the MacBook Air were given a muted welcome. Personally I think Apple came out with a banger of a product: the M4 processor in the MacBook Air M1 form-factor at the Intel MacBook Air price of $999.
    • The Vision Pro goggles are at best a spoiler on the high-end market for Meta’s VR efforts, and an interesting experiment once lens technology catches up with their concept. At worst they are a vanity project for Tim Cook that have a very limited audience.
    • Conceptually Apple Intelligence told a deceptively good story. Let others develop the underlying LLMs that would power Apple Intelligence. This solution is partially forced on Apple due to the mutually exclusive needs between China and its other markets. But it also meant that Apple had a smaller AI challenge than other vendors. On-device intelligence that would work out the best way to solve a problem and handle easier problems without the latency of consulting a cloud service. More complex problems would then be doled out to off-device services with privacy being a key consideration. The reality is that Apple Intelligence delayed until 2027 because of technical challenges.

    Key commentary on the Apple Intelligence delay:

    Chungking Express.

    One of my most loved films is Chungking Express directed by Wong Ka wai. It was one of the reasons that I decided to take up the opportunity to live and work in Hong Kong. This YouTube documentary cuts together some of the oral history about the making of the film. The story of the production is nuts.

    Drone deliveries

    Interesting documentary by Marques Brownlee on the limited use cases and massive leaps in innovation going into drone delivery systems.

    Effective Marketing for Financial Services

    Les Binet presents a financial services-specific view on marketing effectiveness. It has some interesting nuances, in particular how brand building is MORE important in subscription services.

    Tony Touch set

    Tony Touch did a set for Aimé Leon Dore. It’s an impeccably programmed set.

    LUCID Air focus on efficiency

    It’s rare to hear the spokesperson for an American car company quoting Colin Chapman’s design philosophy – which he shared with Norman Foster.

  • CNY 2025

    CNY 2025 or Chinese new year 2025 is shorthand often used as a hashtag on social media to circulate songs, sales promotions and advertisements from across China, Hong Kong, Indonesia, Singapore and Malaysia. I started off this post into gathering some of the best examples of CNY 2025 advertising just after Christmas and there was a poor range of adverts just a month out from CNY 2025. Imagine if there were no Christmas adverts appearing by the third week in November?

    Small businesses like the Davely Bakery Café in Malaysia had started promoting organic social content on their Facebook page by November 19. (In markets such as the Philippines, Hong Kong and Malaysia, Facebook is still big business.)

    CNY 2025 - Davely Bakery Café

    But where were the large company promotions this close to the festival? Brand campaigns only really started to appear from the second week in January onwards.

    CNY 2025 themes that I took away from researching this post:

    • Increased emphasis on demand generation and sales promotions.
    • Less big brands advertising than previous years.
    • Campaigns were run over a shorter period. Roughly half the six weeks I would have expected for successful brand building campaigns.
    • Less of a focus on storytelling and deep emotional cues than previous years.
    • Lower production values as a whole than previous years.
    • A move towards bus wraps in Singapore for CNY 2025 campaigns. These were replicated in ‘bus simulator’ games popular amongst transport fans in Hong Kong and Singapore. This replication was less about a ‘brand gaming strategy’ and more about fan curated bus skins for absolute fidelity to their favourite bus routes.
    • Less emphasis on creative consistency than in previous years.
    • Shorter ads, each with a lot of 15-second edits.
    • Increased use of humour.
    • Increased use of songs, presumably to gain earned and shared media support – very hard to do successfully as a strategy when there are so many songs to choose from.
    • Lazy use of celebrities – I hadn’t see this in previous years doing this.

    As a marketer, I saw things in CNY 2025 that I thought was good and things that I worried about in these changes between CNY 2025 and previous years:

    • Smarter memory structure building: fluent objects such as Kevin the First Pride nugget, the use of jingles and ear worm songs, the use of humour
    • Red flags for brand mental availablility: a lack of creative consistency, shorter ads and lazy use of celebrities. Shorter ads can, if done right be used to build brand, BUT, there are a number of factors to consider when doing it successfully. These include variety of formats, reach / marketing penetration, repetition, single-minded creative execution and the thumb-stopping factor.

    Reading the ‘tea leaves’ I suspect that marketing budgets have been cut, and brands might not be expecting as much of an uplift this year as China’s poor economic performance affects its neighbours.

    China

    Apple

    Apple continued its shot on an iPhone series. The Chinese New Year film is run in lots of markets but primarily made for China. I am surprised that this got past the censors. Time travel is usually a a no-no. It also reminds China’s currency economically challenged consumers of the 1990s go-go years of year-on-year double digit growth. The core aspect of the creative is the direct questions that younger family members receive.

    CNY 2025 is the first time that Apple didn’t have a Chinese film maker shot its film. Finally, Apple’s film comes in at a whooping 11 minutes 59 seconds although a good minutes is the credits.

    Bottega Veneta

    Bottega Veneta’s Chinese New Year film is all about vibes. There were some interesting styling choices in the film. The older guy with the women’s hand bag. That most of it seemed to be around older alleyways that have been refurbished. The lady in the 1980s era Jaguar. Pre-1997, a number of more anglophile Hong Kong businessmen used to get driven around in Jaguar and Daimler cars with a large V12 engine – that spoke to old money in this film.

    I was stuck by the lack of explicit references to new year, which you can also see in the Miu Miu film – what there is are more subtle cues.

    All of which is a world away from many luxury brands slapping a snake on everything this year.

    Gucci

    Gucci taps into the traditional multi-generational party and memories of ‘snake’ new years of the past. It’s probably the strongest bit of storytelling and the most cinematic of all the films that I have looked at this year.

    Miu Miu

    Prada sub-brand Miu Miu is one of the few stand out brands in a tough 2024 for the luxury sector. This Chinese New Year film is playful, borrowing from Asian mid-century set design and 1990s era Chinese electronica to tell a small story.

    Hong Kong

    Coca-Cola

    Coca-Cola has a dominant position in the soft drinks market thanks to its dominance in distribution. The only places I could buy Pepsi was in my local Pizza Hut when I lived there. This year they focused on out of home posters to reinforce memory structures. The unusual aspect to the campaign was that it went up in early February at the end of Chinese New Year. That’s a bit like launching your Christmas advertising on New Year’s Eve. Not sure why that’s happened.

    coca cola hong kong

    Giordano

    Multinational clothing brand Giordano promoted a CNY 2025 collaboration featuring the Kung Fu Panda character on its social media accounts. The preponderance of red in the clothing isn’t only about it being a seasonal colour, but also you are supposed to wear new red clothing for the new year.

    This social media film was run on channels in Hong Kong, Malaysia and other countries where Giordano has a presence.

    Malaysia

    100PLUS

    100PLUS is an isotonic drink similar in function to Gatorade or Lucozade Sport popular in Malaysia and Singapore. Its advert for Malaysia promotes the drink as alternative to colas during new year celebrations. A secondary aspect is the opportunity to win a free prize draw. The blue in the outfits is to presumably signal the blue in the brand and packaging.

    It’s slightly unusual in that it doesn’t feature multi-generational family members, which I suspect is down to a single-minded focus on teens and young adults.

    Aeon

    Japanese supermarket Aeon highlighted their CNY themed collaboration with Italian artist TokiDoki as a music video format that you could sing along too. It’s a little too mild to be an aggressive earworm of a tune.

    Aglow Clinic

    Aglow Clinic is an aesthetics clinic in Malaysia that treats a range of skin conditions including sun spots. They partnered with social media personality Roderic Chan to make this film. Considering the small size of the brand they hit well above their weight in terms of production values.

    Aiken

    Aiken is a Malaysian based beauty brand. The creative was done by the media buying agency and features Malaysian influencers as the talent in the advertisement.

    Aiken wishes you Double the Brightness for a Brighter Year! is clever word play that implicitly links feeling beautiful and the promise of good fortune. This advert went out very late into the market for 2025.

    Carina

    Carina is a household tissue brand in Malaysia, similar to Kleenex in the UK and Ireland. It has gone down the ear worm route with its song. The montage of footage feels crowdsourced.

    Eu Yan Sang

    Eu Yan Sang did separate creative for Malaysia. There are higher production values than their Singapore creative and storytelling that ties back to creating memories and tradition being a key part of Chinese New Year. The advert sought to show that the family weren’t wealthy, but had food on their plate, good manners and retained their cultural roots. As a first-generation emigrant myself this one spoke to me.

    First Pride

    Tyson Foods First Pride range of processed chicken product including chicken nuggets and satay slices featured a simple sales promotion with a sweepstake format. The advert also introduced a fluent object ‘Kevin’ the chicken nugget on a TV advert.

    Kevin had previously been shared only on out of home formats. It would be interesting to see if and how they make future use of Kevin.

    Guardian

    Guardian is the Malaysian brand of the better known Asian pharmacy retail chain better known as Mannings in Hong Kong and China. A UK analogue would be Boots. It has higher production values and evokes togetherness, good fortune and memory-making for our young protagonist. Click here to see on YouTube.

    guardian cny 2025

    Haier

    Chinese white goods manufacturer took an unconventional storytelling approach. it’s the kind of creative concept that could be used year on year, just changing the product line-up.

    Harvey Norman

    Electrical retailer Harvey Norman ties into the fact that bargains are a constant discussion around the table during Chinese New Year (and any other family gathering). The production feels rather low rent compared to other adverts here.

    HongLeong Bank

    HongLeong Bank took the story of two customers that fitted neatly with the festivities around Chinese New Year. It gives a good old tug on the heart strings.

    Julie’s

    Julie’s a is a biscuit brand that tries to focus on the human side of food. Given the visiting and gifting culture for Chinese new year – the opportunity is ideal for its brand. I was surprised by the high production values of the advert. The 3d animation is creatively consistent with work that they’ve put out over the past year. As a direction the CNY 2025 campaign is very different from their last festival campaign for CNY 2022.

    Julie’s can continue to run this campaign after CNY 2025 is over due to the lack of overt seasonal themes in the advert.

    KitKat

    KitKat Malaysia have attached the Chinese New Year creative back to ‘have a break, have a KitKat’ for creative consistency. There is enough in here to say new year. But a sufficiently light touch that they could use it year-in, year-out – so long as the brand uses the same promotional packaging design.

    If they had used snake imagery, it would be one-and-done.

    Knife

    Knife are a food flavourings brand from Malaysia. Their main advertising push is for Chinese New Year and they have made a constant effort to bring creative consistency and storytelling into their work. CNY 2025 is no exception to this approach.

    https://youtu.be/Oxo8jP-67tE?si=aSnwKB5YVxoT96z_

    Lay’s crisps

    Lay’s (known as Walkers in the UK) highlight their role as a snack at new year’s gatherings. The ad promotes a new year themed sweepstake including mahjong sets.

    Lotus’s

    Lotus’s is a supermarket market chain. In Malaysia, the shops were formerly Tesco Malaysia and sold on to a Thai retail group. This film focuses on the stress of preparing for new year, together with sales promotions. Aside from holding red t-shirts with the ‘Fu’ symbol on them, this sales promotion video could be for any time of the year. The 1970s called and wants it’s ad creative back from this Malaysian supermarket chain.

    Melinda Looi

    Malaysian fashion designer Melinda Looi came up with a homage to Wong Ka wai’s In The Mood For Love. The advert nails the mid-century elegance but struggles to get the cinematic richness and tension of the original.

    I respect that they gave it a good try and love their ambition; but it’s like Ted Baker trying to pull off the introduction to The Italian Job.

    Mr DIY

    Mr DIY is a hardware chain similar to Lowe’s in the US or B&Q in the UK. Their advert riffs on the heightened tensions of family get togethers and the relative popularity in Hong Kong film making of court room dramas – to add a bit of cultural relevance. It taps into the stressor of very direct questions similar to BRANDS Singapore campaign.

    Mr Muscle

    Household cleaner brand Mr Muscle had a Korean celebrity record a CNY 2025 specific message for their Facebook page viewers.

    The advert features Korean drama and film actor Kim Seon Ho. In common with other Korean celebrities he endorses a variety of brands in Korea and other Asian countries. For some of the brands endorsed, they have had record sales which they attribute to working with Kim. It’s not sophisticated but will appeal to his many fans in Malaysia.

    Munchy’s

    Munchy Food Brands is a Malaysian snack brand. The advert itself is pretty self explanatory. Like Watson’s they are leaning hard into trying to create an ear worm to aid long term brand recall that’s complete with an EDM-style drop.

    Nivea

    Nivea looked to promote their men’s products as a way to solve for the stress of direct family feedback on how you look. It has been shot for mobile.

    Pantai Hospital

    Pantai Medical Group runs a private hospital in Malaysia that caters to more well-off Malaysians. The emphasis on healthy food in the advert relates to the central role that food plays in Chinese New Year celebrations.

    Their elective treatments are likely to be quiet during CNY 2025, so they have provided the option for health-focused external catering. It’s an interesting product innovation for those close to their hospital in Penang. The behind the scenes clips at the end draws on Korean and Hong Kong productions. The best known in the West would be the blooper reels that used to appear at the end of Jackie Chan films.

    https://youtu.be/2tKxHrCldts?si=WIQqF1PRPsyzdKEG

    Petronas

    Petronas is the Malaysian national oil company. There is a natural fit with CNY 2025 because children go home to see their parents and siblings. Later on during the celebrations they will drive to visit relatives. On the Malaysian peninsula you could be a long time in heavy traffic, so pit-stops for fuel and refreshments are pretty much obligatory.

    Ribena

    Brutally short creative with the tagline left right at the end. ‘Ooo Juicy Fu’ – the fu is a reference to the Chinese character fu symbolising ‘fortune’. It is creatively consistent with campaigns that Ribera ran for Ramadan and the previous CNY in Malaysia.

    Shopee

    Shopee is a mobile marketplace think Shopify, Depop or Uber Eats in an app. Like Watsons Malaysian campaign it relies on a ‘new years’ song. Why a song? Entertainment during Chinese new year features newly composed catchy earworms. These may come from film series put out as family entertainment for the new year like the All’s Well, That Ends Well series of Hong Kong comedies, or television and adverts.

    Watsons

    Watsons is a Hong Kong-headquartered pharmacy chain with stores across Asia and a strong focus on health and beauty products. It’s parent company AS Watson is a set of diversified retail brands including:

    • Superdrug and Savers in the UK
    • Rossmann
    • Fortress (a PC World or Best Buy analogue)
    • PARKnSHOP, Taste, FUSION, GREAT FOOD HALL – grocery stores
    • Watson’s Wine

    They have been teasing a song related Chinese New Year campaign for Malaysia to embed in your memory structures, but were only showcasing the song 2 1/2 weeks before CNY 2025. Rapid screening of sales promotions drown out the ‘Happy Beautiful Year’ themed brand building effort.

    https://youtu.be/KpAXOYxxGvc?si=jzwNGGW5HXz8pbHk

    Yakult

    The Japanese yoghurt drink brand used some good fortune themed imagery to promote a brand sweepstake. A very simple execution that could be used again in future years.

    Singapore

    BRANDS

    BRANDS is a food and supplement business. Traditional Chinese Medicine often recommends eating particular foods to treat different ailments, which is why BRANDS essence of chicken sits in a kind of ‘wellness’ space.

    Their advert draws on the universal experience of very direct questions that people have to field from relatives when they go home for Chinese new year.

    Eu Yan Sang

    Eu Yan Sang run traditional Chinese medicine and related wellness foods shops and clinics across Asia. This Singapore ad focuses on the challenge of gift giving and the close link between good fortune and good health. Unusually, they’ve also run a second lot of creative promoting their CNY themed hamper designs as well.

    https://youtu.be/dGc3_cDjtCA?si=pTA3fXpeL481jw-P

    FairPrice

    FairPrice is a Singapore institution. Like the UK’s Co-op, it is a supermarket owned by the National Trade Union Congress and is the largest grocery chain in Singapore owning both supermarkets and convenience stores.

    The ad focuses on everyday Singaporeans with many of the shots modelled on HDB flats – Singapore’s public housing. The colour grading and small moments designed to evoke different types of nostalgia from the rituals of family and the Chinese New Year.

    Hockhua tonic

    Hockhua is a Singaporean local wellness foods brand who did a simple sales promotion for their hampers to be provided for the new year. The cut-off time then gave the brand a few weeks to assemble to the appropriate amount of hampers.

    Lazada

    E-tailer Lazada leads with sales promotions. The imagery draws on Fu xing, the god of good fortune who you would pray to in order to get a prosperous new year.

    Ministry of Digital Development and Information

    The government of Singapore used Chinese new year to reinforce a common Singaporean identity and celebrate the 60th anniversary of the city state. Sing-a-longs are a part of Chinese new year. The video featured a 1980s song that was originally recored by the artists in 1998 re-recorded by them for the government department encouraging t he citizens to look out for each other. The video was published just days before new year and relied primarily on the reach of the former prime minister’s Instagram account. It shares a common theme of small but joyful moments with the FairPrice CNY 2025 advert.

    Thailand

    This is the first year that I have covered a Thai market campaign. Thailand has a significant ethnic Chinese minority (between 10 – 15% of the population depending on which estimates you reference). Like Indonesia, Thailand integrated them for political reasons and many of them no longer have Chinese sounding family names – but the traditions live on. A second aspect is the increased role in the Thai economy that Chinese expats and tourists now play.

    Central

    Central is a premium department store in Thailand (think Peter Jones in London) and has a mid-tier brand called Robinsons (think Debenhams or House of Fraser). You have a stylistic version of the new year dinner and a cool grandfather who owes a lot to mature Japanese hipsters and The Sartorialist. The film has high production values and leans on vibes rather than storytelling, but is distinctive.

    You can find my previous reviews of Chinese New Year ads here.

  • CNY 2024

    What is CNY 2024

    CNY 2024 or the Chinese new year is celebrated across east and south east Asia as it marks the new year according to the lunar calendar. It is as important an advertising spot as Christmas in the UK or the Super Bowl advertising slots in America.

    This Saturday marks the new year. This year is the year of the dragon, it is a time for family and for cementing relationships through gift giving. Packaging and promotions will lean heavily on red, gold or yellow colours signifying good luck and general positive vibes.

    The packaging can often be very ornate as this example by Shanghai design agency The Orangeblowfish for client Chow Sang Sang shows.

    In many small businesses red or Christmas decorations are often left up and enhance the lunar new year decorations. Corporate florists will bring in miniature orange trees that are also a symbol of the season. (Pro-tip, don’t try one of the fruit).

    Given it’s such an important time in the marketing calendar, you see some of the most creative campaigns conducted in the region. Here’s a sampling of this year’s advertisements broken down by country.

    China

    China’s ‘Galapagos Syndrome‘ social platforms mean that it’s really hard for me to share campaigns with you here. In addition, many of the main advertising agencies no longer seem to share their work on more accessible platforms in the west any more. Each year it becomes harder to write a post like this. It’s almost like they’re ashamed of it.

    Amushi

    Food brand Amushi worked with Leo Burnett on an advert that conveys the main elements of new year celebrations. You need to watch it on Campaign Asia.

    Apple

    Apple has done some really interesting Chinese new year films documenting different aspects of Chinese new year and this focuses on the trials of childhood and the magic of new year. The protagonist is ‘Little Garlic’, a young girl with special shape-shifting powers.

    Coca-Cola

    By January 2nd, Coca-Cola already had year of the dragon cans for sale in Beijing. They created a mini-film around a family gathering, but its on WeChat. Contact me if you would like me to share it in-app with you.

    Lululemon

    I am guessing that Lululemon’s campaign was planned to be running across Mandarin-speaking markets as well as appealing to Asian Americans. The theme of spring is an analogue for the new year, but it is a celebration of traditional Chinese culture rather than lunar new year traditions per se. Michelle Yeoh is Malaysian but has global recognition amongst Asian cinema fans and her Hollywood appearances.

    The problem is that Lululemon has fallen foul of Asian Americans and this ad might have its media spend pulled outside Asia? If it happens it would be a shame, as this is the most ‘high concept’, artistic and cinematic of the ads that I have watched so far.

    Nike

    Nike in partnership with Wieden + Kennedy Shanghai have been turning out high quality Chinese New Year adverts for a number of years now and this year was no exception. It took me so long to get a copy of it, that it almost missed going into this post.

    If you have been in a rush to do your Christmas shopping you can empathise with the struggle of getting ready for lunar new year and the vignettes are really nicely done.

    Prada

    Prada did a photo shoot which is shared on Sina Weibo microblogging platform. The photographs were designed to emulate the classic mid-century elegance of Wong Ka wai’s film In The Mood For Love. This also ties into the popularity of Wong Ka wai’s recent mainland Chinese TV series Blossom set in Shanghai during the early 1990s that is similarly visually rich.

    prada cny 2024

    Hong Kong

    Hong Kong usually doesn’t have a rich source of lunar new year video advertising. You will see print and poster ads though as sales promotions are the main driver of marketing activities.

    Coca-Cola

    Coca-Cola HK

    Coca-Cola Hong Kong went with really short takes, a celebration, fireworks, a branded giveaway and dragon-branded cans make it feel as if the creative was literally dialled in. Where’s the magic that’s integral to the brand?

    Watsons

    Hong Kong’s ubiquitous pharmacy and beauty care retailer has a brief ad promoting their new year sales promotions and the potential to win a Mofusand co-branded ‘Jenga’-style game – which would be ideal when you have young family members over for CNY 2024.

    Their associated web page has promotional price offers containing 688 which its considered to be lucky.

    Happy Beautiful Year | Watsons Hong Kong

    Macau

    Macau government tourist board

    I am not even going to try and explain what you are about to see. It’s special. But once you watch it, it can’t be unseen. I will leave it at that.

    Malaysia

    Astro

    Astro is a Malaysian satellite TV and OTT broadcaster. As is common with other media businesses in Hong Kong and Singapore they rolled out a song to celebrate Chinese new year. This video showcases their varied broadcast talent.

    Cetaphil

    Cetaphil is a range of skincare products from Galderma. Chinese new year means looking your best, including new clothes. This combined with gifting is why the holiday makes so much sense for Cetaphil.

    Coca-Cola

    Coca-Cola made use of high profile 3D OOH spaces such as this one in Malaysia with a very traditional dragon motive. It’s nicely executed and fits into the magic of the brand.

    https://youtube.com/shorts/pzkmtDpb–Y?si=CbofAjMddntIdF7n

    Eu San Yang

    Eu San Yang is a traditional Chinese medicine retailer originally from Malaysia, that now has branches in Hong Kong, Macau and Singapore. It’s advert talks about relationships particularly assumptions like ‘I thought’ or ‘I took for granted’. Click the link, as they aren’t allowing embedding. It touches on the tension between tradition and modernity that is generational and is quite meta in the way it references lunar new year adverts as a popular trope in the dialogue between father and son.

    Loong Kee

    Malaysian dried meat brand Loong Kee put together a music video featuring ethnic Chinese influencers and celebrities.

    Mr DIY

    Mr DIY is kind of like Homebase or Wilkinsons but with an extended product range. Their film has a Christmas Carol type transformation to it. I’ll leave it at that for you to enjoy.

    This comedy clip explains the universal insight above really well.

    Pepsi: Finish The Unfinished

    Pepsi’s campaign is built around the insight that during new year meals and celebrations there are lots of partly finished cans of drinks left around. The idea of finishing something is an important part of Chinese new year, echoed in the series of Hong Kong family entertainment films released for the new year called ‘Alls Well That Ends Well‘. The original film was released in 1992 featuring Maggie Cheung, Leslie Cheung and Stephen Chow – and spawned seven sequels. The advertisement connects with a gold cup giveaway that is also tied into this the theme of ‘finish the unfinished’.

    Petronas

    Malaysian government-owned energy company Petronas promotes its corporate brand with a short film that riffs on the harmony of Chinese new year. They were careful to cast talent from the countries three main ethic groups: Malays, Chinese and South Asians.

    Tune Talk

    Malaysian mobile provider Tune Talk focuses on filial piety and the high level of change that’s signified by the Dragon in the horoscope. At first when I saw the ad I thought that it would be warning about online scams, but the story is much more straight forward. It’s fun and high energy, just what you need for lunar new year.

    Watsons CNY 2024 campaign – Enter The Dragons

    Watsons is part of AS Watson, the retail arm of CK Hutchison Holdings and the owner of Superdrug. They have their own branded pharmacy stores with a large range of beauty products throughout China, Dubai, Indonesia, Hong Kong, Macau, the Philippines, Qatar, Saudi Arabia, Thailand, Ukraine, Vietnam and Malaysia as you can see.

    Yee Lee

    Yee Lee is a Malaysian manufacturing and packaging company – imagine an analogue of Unilever and Tetrapak. Their products include food, bottled water, oral care, household cleaners, and industrial products. It also manufactures corrugated cartons and aerosol cans for a wide range of customers. The music video is notable for its use of rap lyrics. Also, notice how the cast is older than Loong Kee’s music video.

    Yeo’s

    Yeo’s is a local FMCG brand with a range of products including drinks, teas, instant noodles, canned food sauces and dairy products. Every household has some Yeo’s products in the pantry or the fridge. This advert neatly captures the stress and joys of new year celebrations.

    Singapore

    Mediacorp

    Mediacorp is a Singapore government-owned commercial media company that would be analogous to the BBC in terms of the media footprint, and Channel 5 in the way it takes advertising. Chinese new year songs are a thing, with new ones launched each year. Mediacorp’s song is also an advertisement for its talent and the company’s OTT service – kind of equivalent to BBC Sounds and iPlayer.

    SingTel

    Singapore’s dominant telecoms provider SingTel have a reputation for delivering high quality Chinese New Year ads and this year was no exception. This time the ad focuses not only on reunion, but also remembering those people who we can no longer enjoy CNY 2024 with Mr DIY’s campaign we see greater than expected evolution of a senior citizen.

    Taiwan

    7-Eleven

    Convenience store 7-Eleven created a 30-second spot to promote its range of Chinese new year products.

    Here are the examples that I found in previous years:

    2023

    2021

    2020

    2019

    The sales pitch

    I work alongside Craft Associates and together have helped a number of clients including Oxford Nanopore Technologies on their successful China GTM approach and SK-II on their content strategy for Hong Kong. I have also worked with the team to help advise Chinese enterprises on going international over the years in the consumer technology space.

    Whether you want to advertise to a Chinese audience, or advertise a breakfast cereal to people in Wolverhampton, you can contact us here.

    More on what I have done to date here.