Eu Yan Sang Singapore and Jeanette Aw bring heart to CNY gifting

Eu Yan Sang Singapore (EYSS) has unveiled its Chinese New Year 2026 campaign themed “心意相承” ('Heart to heart'), positioning festive gifting as a continuation of heartfelt intention across generations.

Fronted by actress, director and entrepreneur Jeanette Aw, the campaign centres on the idea that Chinese New Year gifting goes beyond physical exchanges, serving instead as a cultural language that conveys gratitude, respect and blessings.

The campaign’s television commercial follows Aw through a series of contemporary gifting moments in different roles, as a mentor, a friend and a daughter, as she selects Eu Yan Sang hampers and gift sets for people close to her. Each vignette reflects a distinct relationship, anchored by the idea that a gift represents the giver’s intent rather than just its contents.

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Visually, the campaign departs from traditional festive advertising tropes. Its key visuals draw inspiration from the 'Eight Steeds' (八骏), a symbol of unity and resilience, using movement as a metaphor for intentions carried forward through gifting. Styled in a fashion editorial aesthetic, the visuals feature bold poses, strong framing and prominent use of colour and gold textures.

According to the brand, the visual direction reflects Aw’s multi-hyphenated identity while signaling Eu Yan Sang’s evolution as a heritage brand seeking continued cultural relevance. The visuals are designed for high impact across out-of-home, transit and digital formats.

The campaign is supported by an integrated rollout across television, digital video, radio, out-of-home and transit media, alongside an island-wide refresh of in-store visuals and aligned eCommerce storefronts.

Through the campaign, Eu Yan Sang aims to connect with both long-time customers and younger consumers in their 20s and 30s, reframing Chinese New Year gifting as a meaningful tradition rather than an obligatory seasonal ritual.

“This is what '心意相承' means to us. Chinese New Year gifting has always been about passing on care, gratitude and respect — not just objects. Through this campaign, we wanted to remind people why this tradition matters, especially to younger generations navigating modern lifestyles," said Eric Chiu, senior managing director of Eu Yan Sang Singapore and Malaysia.

He added, "Tradition stays alive only when younger generations understand the meaning and value behind the tradition. With '心意相承', we hope to inspire a new generation to gift with thought, care and sincerity.”

The campaign follows closely on another Lunar New Year initiative by the brand earlier this week. Eu Yan Sang Singapore also launched an original short-form microdrama titled 'Bring It On | 马上来', marking a shift towards narrative-led festive storytelling.

The 20-episode series centres on protagonist Ouyang Cai as she navigates the pressures of modern adulthood, from self-doubt and responsibility to finding her place in society. Rather than portraying an idealised success story, the microdrama presents a more candid depiction of growth as a non-linear process shaped by resilience.

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