McDonald’s Malaysia CNY Brand Film - The Wish
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
Product/Service:
F&B
Client:
Gerbang Alaf Restaurants Sdn. Bhd
Brief:
Every year, the return of the Prosperity Burger marks Chinese New Year in Malaysia — a symbol of reunion and togetherness. But for many young Chinese Malaysians, especially those affectionately called “bananas,” this season of reunion brings quiet anxiety. Their broken Mandarin or lack of Chinese fluency makes them feel disconnected from their roots — and from their families. When it comes to the tradition of wishing, what once was filled with genuine emotion now have become performative and transactional.
McDonald’s saw an opportunity to bridge this gap. To remind Malaysians that Prosperity isn’t found in perfect words or flawless greetings — but in sincerity, effort, and love.
Solution:
To rekindle the spirit of wishing with sincerity, McDonald’s created The Wish — a heartfelt short film inspired by the lives of Malaysian “bananas.”
The story follows Jane, a granddaughter often teased for her broken Mandarin, as she tries to express a New Year wish perfectly for her grandmother — only to realise that the most meaningful wishes come from the heart.
Told with warmth, humour, and tenderness, The Wish celebrates the beauty of imperfection, the courage to connect, and the love that transcends language. What began as a local story quickly resonated with Chinese audiences worldwide — from Malaysia to Australia, Germany to China — reminding millions that love doesn’t need translation.
Through this film, McDonald’s served up a powerful message that Prosperity isn’t found in perfect words, but in heartfelt ones.
