AmBank Group celebrates collective care with CNY film inspired by 'Bai jia bei' tradition

AmBank Group has ushered in Chinese New Year 2026 with a heartwarming brand film titled “Hundred Families Quilt”, drawing inspiration from the traditional Chinese practice of 'bai jia bei' (百家被), a quilt stitched together from fabric pieces contributed by many families.

The film tells the story of a group of children who come together to help an elderly lion dance costume maker, reimagining his worn lion head using fabrics gathered from neighbours and families in the community. Each piece of cloth carries a story of its own, transforming the lion into a patchwork symbol of protection, care, and continuity.

At its core, the 'bai jia bei' tradition represents collective blessings and shared responsibility, a metaphor AmBank uses to reflect how traditions, legacies, and progress are built over time through many hands rather than one. The narrative reinforces the brand’s belief that what truly lasts is created through togetherness.

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According to Shazman Shahid, head of group corporate communications and marketing at AmBank Group, the 'bai jia bei' concept resonated deeply within a Malaysian context. “Different fabric pieces, different stories, but stitched together with love. It felt like a reflection of Malaysia itself - diverse, layered, and stronger because of it. The patchwork lion in the film wasn’t just a visual; it symbolised how many hands and hearts shape something that lasts.”

“For many, the bank is there during the quiet but important milestones - opening a first account, planning for a home, growing a small business,” added Shazman. “These are everyday steps, but they build futures for families and communities. It’s never about one big moment; it’s about steady support over time. In that sense, the story in the film and the role AmBank plays come from the same place - believing that the things that truly last are built together, bit by bit, by all of us.”

The film was conceptualised by Skribble Group, which led the development of the core idea, narrative arc, and emotional direction. Production and visual execution were handled by OLE VP Studio, with director Yim Wai Lup opting for a grounded, intimate storytelling approach that favoured authenticity over stylised spectacle.

Skribble shared with A+M that filming took place in Kuala Kubu Bahru, selected for its nostalgic small-town charm and lived-in textures that evoke familiar hometown memories for many Malaysians. The setting helped anchor the film’s themes of heritage and community in a recognisable local environment.

A standout visual element of the film is the lion dance costume itself. Rather than creating a new prop, the team transformed an existing lion using layered fabrics sourced to represent different households and histories. The resulting patchwork lion becomes a visual embodiment of how differences, when woven together, can offer strength and protection.

Beyond festive storytelling, the campaign reflects how AmBank positions its role in Malaysians’ lives, supporting everyday milestones that quietly shape futures, from opening a first bank account to growing a family business. The film is now available across AmBank Group’s official digital platforms.

This CNY, Tenaga Nasional Berhad (TNB) has also taken an introspective turn with its festive film “Roaring Blessings”, which also features the lion dance. 

Set against the colourful backdrop of a lion dance troupe, “Roaring Blessings” weaves festive symbolism with a deeply human story. The film follows Ming, the disciplined leader of the troupe, and Kenny, a young boy whose determination to take part far exceeds his physical abilities. During training, Kenny’s awkward movements and visible fatigue prompt Ming, and viewers, to quietly question whether he belongs.

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