Geneco marks CNY with playful music video and next-gen sustainability drive

Geneco has kicked off Chinese New Year 2026 with a music video that flips family roles on their head, placing children front and centre of its festive sustainability push.

The electricity retailer unveiled "幸福园" ("happy garden"), a Chinese New Year song and music video created in collaboration with local YouTube creators 怪咖Outcasts, as part of its latest "#WhereProsperityBlooms" campaign.

The video features children stepping into the roles of parents, offering a playful take on family life while reinforcing Geneco’s message that children represent the truest form of prosperity. Anchored in themes of reunion, love and harmony, the video aims to spotlight how nurturing the next generation is key to building a greener future.

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Beyond the screen, the campaign extends into a series of environmental and educational initiatives centred on long-term impact. Marking its fifth year of partnership with the Garden City Fund, Geneco is supporting the digitalisation of the Singapore Herbarium at the Singapore Botanic Gardens.

Launched in October 2025, the project aims to create Southeast Asia’s largest online database of around 800,000 herbarium specimens by 2027, coinciding with the Herbarium’s 150th anniversary and the Gardens’ 10th year as a UNESCO World Heritage Site.

Backed by a S$15,000 donation from Geneco, matched dollar-for-dollar under the Tote Board’s Enhanced fundraising programme, the initiative will digitise centuries of botanical records, including specimen data such as collection dates, habitats and vernacular names.

The effort is also brought to the public through the "Pressed in pixels: Digitalising the Singapore herbarium" exhibition, which features live viewing galleries and interactive activities designed to engage families and young learners.

Geneco is also renewing its partnership with Marshall Cavendish Education to inspire young innovators through technology. As presenter of the International Environmental Coding Competition (IECC) held in December 2025, the brand continues to encourage students to develop coding solutions aligned with environmental challenges under the UN Sustainable Development Goals.

A key highlight is the "Where prosperity blooms game", co-developed with eight-year-old IECC participant Ethan Reber from the Philippines. The sustainability-themed game invites the public to pledge support through gameplay, with each play contributing to Geneco’s donation towards the Herbarium digitalisation project.

Rounding out the campaign are Geneco’s limited-edition Chinese New Year red packets, featuring four floral designs with pop-up elements inspired by blooming prosperity. Printed on 100% recycled paper, the packets also include educational facts about the Singapore Herbarium, turning a festive tradition into a learning moment for children.

The brand’s "Used red packet recycling initiative" also returns for its sixth year, expanding to more than 250 collection points islandwide in 2026. Since launching in 2021, the initiative has collected over 12,100kg of red packets.

This year’s partners include Lendlease Malls, Takashimaya Department Store, SingHealth institutions, SAFRA clubs and Suntec City, alongside returning partners such as CapitaLand Malls, Gardens by the Bay and the National Environment Agency. An interschool recycling contest organised with The Bettering Branch will see students take the lead on sustainability efforts, with winners to be announced at the end of the competition.

To bring the campaign to life on the ground, Geneco will host an interactive pop-up at Bugis Junction from 26 January to 1 February 2026, where visitors can play the game, recycle red packets and watch the 幸福园 music video.

“At Geneco, we believe that prosperity isn’t measured by what we own, but by the future we build together with our family. Through '#WhereProsperityBlooms', we continue to #PowerTheChange by encouraging families to continue to grow together and nurture the next generation, so that both our communities and our environment can flourish," said Alex Chan, head of brand, communications and marketing at Geneco.

He added, "By working closely with like-minded partners, such as the Garden City Fund, Marshall Cavendish Education, and SG Recycle, we hope to inspire young minds to take root in sustainability, creativity and ownership, helping them build the foundations for a greener future.”

Chan said the campaign reflects Geneco’s belief that meaningful progress comes from long-term collaboration with communities and like-minded partners, adding that sustained partnerships, particularly those involving youth, help the brand engage families while empowering the next generation to contribute to a more sustainable future.

In tandem, Guy Harvey-Samuel, chairman of Garden City Fund, said, "We are grateful for Geneco's partnership in helping to catalyse our mission to bring the Singapore Herbarium into the 21st century. This collection is more than a historical archive; it is a critical scientific tool for understanding biodiversity and combating climate change."

He added that digitalising the collection not only preserves the region’s botanical heritage but also supports global research efforts to address biodiversity loss and climate change.

Speaking on the education partnership, Lim Soon Jinn, head of education at Marshall Cavendish Education, said strategic collaborations are critical in exposing young learners to diverse experiences that deepen their understanding of the world while nurturing future-ready, design-thinking mindsets. He added that the organisation values its close collaboration with Geneco and hopes the campaign will resonate with the wider community.

The Chinese New Year push builds on Geneco’s broader focus on family and social impact. In November last year, the brand rolled out its “Star light, star bright” campaign, which spotlighted themes of love, resilience and second chances through art. The initiative brought together partners including Yellow Ribbon Project, The Salvation Army’s Children & Youth Group – Kids In Play, Science Centre Singapore and Families for Life.

As part of the campaign, Geneco marked its third consecutive year working with Yellow Ribbon Project and its first collaboration with The Salvation Army’s Kids In Play group, unveiling artworks co-created by incarcerated mothers and their children during a rare open visit in September.

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