Yáo móu kǎo chòr! (Official Film) | Khazanah Nasional 2025 CNY Film
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://vimeo.com/1062257184
Product/Service:
Khazanah Chinese New Year 2025
Client:
Khazanah Nasional Berhad
Brief:
The client wanted a CNY festive film that was warm, relatable but most importantly culturally relevant to a modern audience - both young and old. The film needed to reflect their core values (accountability, respect, and support while celebrating Malaysian identity beyond racial lines).They asked: How can we be universal? The goal was to tell a story that transcends race and speaks to everyone. The film also needed to carry an educational purpose, in passing down cultural knowledge and traditions to a new generation.With a tight pre-production timeline, the concept had to be simple, clear and impactful, resonating across generations and cultural backgrounds.
Solution:
We created “Yáo móu kǎo chòr!”, a quirky festive film where a fierce Chinese uncle ‘playfully’ educates his westernised nieces and nephews i.e. “bananas” on the traditions and do’s & don’ts of Chinese New Year. Rooted in tradition but told with humour and warmth, it makes CNY cultural practices accessible to everyone, whether they celebrate CNY or not. The “banana” experience is familiar but rarely explored as the heart of a story. It’s often the punchline but here, it becomes the emotional core. The film is shaped by the perspective of the director, Adriana Tunku, a young Malay woman who has attended Chinese schools since kindergarten. Her lived experience brings an authentic intercultural lens that blends this slice-of-life approach with modern sensibilities. Educational without being heavy-handed, and funny without being slapstick, the film invites everyone to learn something new, celebrating a shared cultural identity and passing traditions forward, mah.
