Who owned CNY 2026? Here's 13 campaigns that stole our hearts

This year was a particularly intense period for brands and agencies across Malaysia. Just as Christmas wrapped up, Chinese New Year arrived in a flash, closely followed by Ramadan.

Brands have been taking things up a notch, seeking to cut through the noise with creativity and subtlety. Many leaned into micro-dramas and social series to meet audiences where they are—on their phone screens. But among all the festive content, the campaigns that truly stood out were those that tugged at hearts, flipped the script, and reimagined what tradition could mean.

Prudential, for instance, reframed the meaning of wealth in "心结 The promise", bringing Fatt Choy Yeh, the god of prosperity, to life as a character who shared the message that true wealth lies not in accumulation, but in shared purpose and enduring bonds. Similarly, Maybank’s "Blessings all around" drew from the symbolism of traditional Chinese four-character wishes, transforming phrases commonly associated with material success into intimate, heartfelt moments of fulfilment.

Other brands explored the quieter, more emotional side of the festivities. Air Selangor spotlighted caregivers and dementia; Zurich portrayed families navigating celebrations while coping with loss; McDonald’s Malaysia highlighted sibling bonds; and Tenaga Nasional encouraged audiences to look beyond first impressions.

Micro-dramas and social series were also a dominant trend, with Guardian, Mister Potato, MAGGI, Mamee-Double Decker, Emborg, Nescafé, and Scentify all prioritising short-form content over traditional horizontal films. On-ground activations remained popular too, with Astro, Julie’s, Carlsberg, Tiger Beer, LEGOLAND, and Coca-Cola engaging consumers face-to-face.

Other notable festive campaigns covered by A+M included Lalamove, Resorts World Genting, Magnum 4D, Malaysia Aviation Group, Grab, CelcomDigi, Ambank, Sunquick, Marrybrown, Watsons, Spritzer, MR D.I.Y., and Hennessy.

Here are 13 standout campaigns and films that captured our attention this festive season, listed alphabetically.

Don't miss: Malaysian red packets that stopped us in our tracks this CNY 

1. Etiqa

With "Bittersweet blessings", the insurance provider partnered with production house Imagineers Film to tell a moving story about family, trust, and the quiet sacrifices made out of love.

Garnering over 6.8 million views on YouTube, the story follows a young boy giving a school speech about being alone for his CNY reunion dinner, as his father had other commitments. He recalls how his father couldn’t even pick him up from school, leaving him to walk home alone.

It’s later revealed that his father had been caring for his ailing grandfather while juggling work. When the boy asks why he pushes himself so hard, his father simply replies: "Because he is my family. Family isn’t just about sharing the sweet moments—it’s about being there, even in the most bitter, difficult, and helpless times. That is the true meaning of family."

2. Farm Fresh 

View this post on Instagram

A post shared by Farm Fresh Milk Malaysia (@farmfreshmilkmalaysia)

Harnessing the power of AI and creative direction from Reservoir Production, Farm Fresh rolled out a visually striking 40-second TVC that pushes the boundaries of festive storytelling. Partnering with audio house The Rec Room and the 24 Festive Drum team, the dairy brand rang in the Year of the Horse with a playful message of “Full 马力全年Power.”

The ad follows three men galloping through misty mountains on horseback, before emerging into a lush green meadow dressed in vibrant traditional Chinese attire—one of them none other than Farm Fresh’s founder and managing director, Loi Tuan Ee. The trio is then presented with premium ingredients, which they transform with magical flair into Farm Fresh’s signature Moola ChocoMalt drink, blending spectacle, tradition, and brand storytelling in one swoop.

3. IJM Land 

IJM’s Chinese New Year 2026 short film, "The auction", tells a heartfelt story about what truly matters: time, family, and the legacy we leave behind. Set against the fantastical backdrop of a festive auction, the film opens with a family bidding on rare Chinese treasures, including a lion dance costume. Each item is accompanied by stories that evoke nostalgia and reflection, but the standout is an auctioned table — a symbol of an elderly woman’s longing for family reunions that have gradually faded over the years.

As the auction unfolds, her son bids with a lifetime of wealth, while her grandson offers his own “lifetime” in hopes of sharing meals with his grandmother forever. The film closes with a joyous and heartwarming reunion as the family gathers around the table for a lou sang, reminding viewers that while many things in life can be bought, the moments spent with loved ones are priceless.

4. KitKat Malaysia

As the Kuan Family’s popularity continues to soar, Nestlé Malaysia saw the perfect opportunity to tap into their influence for Chinese New Year 2026. KitKat came on board as the main sponsor for the family’s festive music video, “That’s马Way” (“That’s My Way”), featuring the sibling trio performing a choreographed dance designed for fans to copy and share. Throughout the video, KitKat’s chocolate bars and chocolate drink mix appear alongside a playful horse mascot, creating a strong brand presence without overshadowing the entertainment. The MV was produced in collaboration with Underline Pictures, talent agency Aspect Ratio Studios, and UFCO Media.

Beyond the music video, KitKat leaned into the Kuan Family’s stardom with on-ground meet-and-greet events, behind-the-scenes social content, and playful activations featuring the horse mascot. The campaign also highlighted the limited-edition horse-shaped KitKat bars, tying the brand’s festive offerings directly to the celebratory spirit of CNY and amplifying engagement across both physical and digital touchpoints.

5. Knife

Knife’s festive short film, “幸福加油 Always Be There”, features well-known local actors and has already racked up over 3.9 million views on YouTube. The story follows a young woman preparing for her wedding and the bittersweet move out of her parents’ home. The film opens with a heated discussion between mother and daughter over wedding plans, with the daughter playfully noting she learned to argue from her mother. Her mother responds with wisdom, reflecting that life will not always go as planned and that understanding comes with experience.

As the narrative unfolds, the young woman reflects on her childhood and speaks with her father about the mixed emotions of leaving home—joy, worry, and fear. She decides to capture her final moments living with her parents, documenting their preparations for CNY and expressing how much she will miss them. Through this heartfelt storytelling, Knife, the local cooking oil brand, seamlessly ties its message of care and togetherness to the emotional rhythms of the festive season.

6. Malaysia Airlines

Malaysia Airlines also launched a festive film, “Thousand-Mile Horse 千里马”, following two young boys as they debate what makes a “千里马” special. Set in mainland China, the heartwarming film sees the boys spotting their “Thousand-Mile Horse” in everyday moments — from a man working with an abacus, to their grandmother sewing, their mother chopping chives, and even in horse-shaped dumplings.

Their journey culminates at the airport, where the boys gaze at the airplanes and realise that the true “Thousand-Mile Horse” is the Malaysia Airlines aircraft itself. Directed by Sabrina Wong of Reservoir Productions and created in collaboration with creative agency Imaginary Friends, the film captures a sweet, playful perspective on the festive spirit and the joy of travel.

7. Maxis

Maxis rang in the festive season with its brand film “Prosperous rivalry,” celebrating the idea that prosperity grows when people move forward together. The short film follows two neighbouring sundry shop owners, Ah Heng and Ah Huat, who start off as fierce competitors. Their rivalry escalates through karaoke sound systems, lion dances, and LED-lit lion performances, all set against the backdrop of their shared e-commerce challenges.

As the story unfolds, Ah Heng notices Ah Huat struggling to keep his shop open. Instead of taking advantage, he chooses to offer support, helping his former rival navigate the business hurdles. The gesture transforms their relationship, turning rivalry into camaraderie, and underscoring the film’s festive message: “May unity pave your path to prosperity.”

8. PETRONAS

PETRONAS’s Chinese New Year film this year demonstrates a quiet, restrained approach to storytelling. Titled Shop of Wonders (Memori Kedai Antik), the film follows a young couple as the woman nervously prepares to meet her boyfriend’s father. On their way, they stumble upon an antique store where the friendly shopkeeper invites them to take anything they like at a low price. While the man engages with the shopkeeper, the woman remains anxious, eager not to keep his father waiting.

The moment takes a poignant turn when the shopkeeper offers an encyclopedia as a gift, which the woman accepts. Upon flipping it open, she discovers a note revealing that the shopkeeper is in fact the man’s father, who is living with dementia. Tender scenes follow, showing the father’s enduring love for his son, capturing a quiet, heartwarming story about family, memory, and the unspoken bonds that connect them.

9. PLUS Malaysia 

This year, PLUS Malaysia’s CNY film shines a light on cultural harmony, telling the story of a young Malay woman preparing to marry a Chinese man. As the couple travels to the groom’s hometown, they rehearse how she might ask his mother to change the wedding date, having already booked a venue she preferred.

Through her interactions with her soon-to-be mother-in-law, she comes to see the care and thoughtfulness behind the chosen date, carefully selected according to the Tung Shing, a traditional Chinese almanac. The story culminates in a heartwarming reunion dinner, celebrating understanding, compromise, and the beauty of embracing each other’s traditions.

10. RHB 

RHB’s latest Chinese New Year campaign, “Dignity”, shifts the focus from prosperity to self-worth, purpose, and the quiet strength that helps people rise, no matter where they start. Conceptualised by long-time agency partner THE SHOUT GROUP (FCB SHOUT), the film is inspired by Yap Sue Yii, co-founder of Komuniti Tukang Jahit, a social enterprise empowering B40 women with sewing skills and fair income opportunities. What began as a small initiative has grown to uplift over 800 women across Malaysia, helping them regain confidence, independence, and dignity.

Set against the festive backdrop of CNY, “Dignity” follows women rebuilding their lives through craftsmanship, capturing moments of uncertainty, perseverance, and renewal. A recurring lotus motif underscores the narrative, symbolising resilience and new beginnings — blooming from murky waters yet untouched, just like the women whose lives have been reshaped through Komuniti Tukang Jahit. The film reminds viewers that dignity is defined not by circumstance, but by belief.

11. Ryt Bank

View this post on Instagram

A post shared by Ryt Bank (@rytbankmy)

Ryt Bank went off the beaten path with “Dapat Lebih dengan Ryt” (Get more with Ryt), its CNY music video written by Roshan Jamrock, Faiq, and Dennis. Opening with a playful hip-hop tune, the low-budget clip features Faiq and Dennis dancing and lip-syncing, with lyrics packed with local CNY culture — from wearing red and dodging Aunty Lin’s marriage questions, to the catchy hook, “kongsi jangan tak kongsi” (“better share it with everyone”).

VJ Anand of Kaki SoSial and Ballsy revealed the concept started simple: “The client said, ‘Let’s make a CNY song,’ and everyone was doing it. We thought, why not include other races and make a CNY–Raya mashup?” Shot DIY-style with friends and a tight budget, the lo-fi video resonated widely. Fans called it an earworm and even requested it on Spotify, while interactive elements like the angpow feature helped the Ryt Bank app become Malaysia’s most downloaded app during CNY — showing that authenticity and creativity go a long way.

12. Setia

Setia’s CNY film, “Littlest Master”, tells the story of a young boy eager to help his family, each member an expert at their own tasks. Each time he offers assistance, he is politely declined, leaving him disappointed—until his grandmother notices and asks him to fetch a bowl from the kitchen. In his attempt, he trips and breaks the bowl, worrying that he has brought bad luck.

The grandmother reassures him with a story of her own son and the children who joined their home, highlighting that true mastery comes from a big heart and the willingness to help wherever possible. Filmed at Casablanca, Setia Alam Impian to showcase the property, the video blends warmth and family values with festive storytelling, and has already amassed 1.7 million views.

13. U Mobile

In a festive season often driven by routine, U Mobile is inviting Malaysians to rethink what reunion really means. Its latest Chinese New Year film, “Eternal hearts”, shifts the focus from once-a-year gatherings to reconnection as an ongoing act that requires intention, effort, and time. Developed by Naga DDB Tribal, the film marks the agency’s first festive collaboration with the telco, setting a more human, insight-led tone for its storytelling.

At the heart of “Eternal hearts” is an elderly Teochew couple celebrating their 50th wedding anniversary. Years of familiarity have allowed distance and unspoken tension to settle in, and the film traces a quiet, personal journey that reminds viewers how easy it is to take loved ones for granted. By spotlighting a senior couple, the team highlighted values of effort, patience, forgiveness, and quiet commitment — mirroring U Mobile’s long-term brand positioning as a dependable presence through every stage of life.

Related articles: 
Ready to ride into 2026? Find out what the Year of the Horse has in store
Why brands are scrambling for a seat at the mahjong table this festive season
Huat’s the deal? Brands stack the table with CNY mahjong sets