Eu Yan Sang captures the highs and lows of adulthood in festive microdrama

Eu Yan Sang Singapore is taking a fresh approach to Lunar New Year storytelling with its original short-form microdrama, 'Bring It On | 马上来'. The 20-episode series reflects the challenges young adults face navigating modern life.

The story follows protagonist Ouyang Cai as she deals with everyday worries, from self-doubt and responsibility to finding her place in society. Rather than showing an idealised path to success, the series presents a candid look at adulthood, where progress is rarely linear and resilience is quietly built.

Family and companionship play a pivotal role in Ouyang Cai’s journey. The series underscores the enduring importance of human connection in helping individuals overcome doubt and adversity. Adding a whimsical twist, her childhood character, the “Little black horse,” comes to life in human form to accompany her through both good and difficult times.

Don't miss: China's micro-drama industry booms: How brands can script their own success

The release marks Eu Yan Sang’s continued evolution in festive storytelling, with a focus on emotional authenticity over overt commercial messaging. 'Bring It On | 马上来' is streaming on Mediacorp’s MeWatch and YouTube.

“For many young adults today, Lunar New Year can be a time of mixed emotions. There is hope, but also pressure, questions about direction, purpose and whether one is doing ‘enough’," said Eric Chiu, senior managing director of Eu Yan Sang Singapore. 

He added, "'Bring It On | 马上来' reflects those realities and reminds us that resilience is often shaped not just by individual strength, but by the support systems around us." 

Last month, the brand also leaned into heritage-led storytelling with a first-time collaboration with global fashion label Jimmy Choo. The limited-edition “Auspicious harmony” treasure chest hamper reimagines festive gifting, combining Eu Yan Sang’s 146-year wellness legacy with Jimmy Choo’s design sensibility.

Sharon Tan, head of marketing for Eu Yan Sang Singapore, explained that the partnership was rooted in a shared philosophy. She noted that both brands are anchored in heritage, craftsmanship and respect for legacy. For Eu Yan Sang, Lunar New Year is an opportunity to honour time-tested wellness rituals while giving them contemporary relevance, while Jimmy Choo shares a similar appreciation for artisanal detail, cultural symbolism and storytelling, making the collaboration feel natural.

Only 100 sets of the treasure chest are available in Singapore, reinforcing exclusivity. Instead of a mass campaign, Eu Yan Sang opted for an intimate, experience-driven launch, showcasing the hamper to VIPs, media and KOLs at its inaugural Lunar New Year gala in December.

Related articles: 
Anna Jobling stars in Spritzer Malaysia’s new micro-drama push   
Kiehl's MY encourages self-love this Raya in micro-drama series   
COL appoints new SEA GM to drive global microdrama hub launch