Gen Z perspectives: Our favourite CNY campaigns and huat’s the deal with mahjong sets

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

Between bites of festive goodies, we rounded up our favourite Year of the Horse CNY campaigns and got into the hype around this year’s mahjong sets.

Put the pineapple tarts down, it's time to get into it.

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1. Australian Pork reframes CNY prosperity beyond the size of the feast

Australian Pork has launched a Chinese New Year campaign in Singapore challenging traditional ideas of prosperity at the reunion table, shifting the focus from abundance to trust, quality and peace of mind.

The campaign features MasterChef Singapore judge and author Audra Morrice, who positions ingredient integrity as central to modern celebrations. As part of the campaign, Morrice made surprise visits to three local food creators, Eric Youn (@esyfilms), Daren Teo (@thepantryboy) and Shuang Yu (@aflouryspace), capturing unscripted moments as they prepared festive dishes using Australian Pork.

Read more here. 

2. SKM serves up friendly rivalry and sweet treats in cheeky CNY film

The Singapore Kindness Movement (SKM) is celebrating the importance of community with the release of its latest short film, Pineapple Tarts, the third instalment in its “Multicultural Mosaics” series.

Released on 6 February, Pineapple Tarts centres on Chinese New Year and follows four neighbours as they engage in a friendly pineapple tart-making competition. Amid playful banter and spirited rivalry, the film showcases how festive traditions can transcend ethnic boundaries, highlighting universal themes of kindness, reunion, and harmony that resonate across Singapore’s diverse communities.

Read more here. 

3. Huat’s the deal? Brands stack the table with CNY mahjong sets

As the Year of the Horse gallops in this Chinese New Year (CNY), brands are doing more than releasing decorative ang baos and festive films. Across Singapore and Malaysia, MARKETING-INTERACTIVE has observed the return of branded mahjong sets - the kind that may end up in spirited matches and friendly losses to Ah Ma (grandma) during family gatherings.

More than just a game, brands are tapping into the ritual of connection, celebration and positive intentions for the year ahead, all while staying top of mind before players flip the red dragon tile.

Read more here.

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