Astro blends tradition and youth culture in 2026 Chinese New Year campaign

Astro has unveiled its 2026 Chinese New Year campaign, “All right! Kudada”, as it looks to refresh festive traditions while striking a chord with younger audiences ahead of the Year of the Horse.

Anchored on the theme “Spark new celebration, find new joy”, the campaign encourages Malaysians to honour long-standing Chinese New Year customs while embracing creativity and modern expression. According to Astro, the initiative is designed to rekindle festive warmth by reframing the New Year as a moment of optimism, connection and shared celebration after a challenging year.

At the heart of the campaign is Astro’s new Year of the Horse mascot, “Kudada”. The name combines the word “cool” with a playful rhythmic “da-da”, injecting a sense of youthfulness and cheeky charm into traditional festivities. Paired with the campaign message “All right! Kudada”, the character symbolises moving forward with confidence, resilience and positivity, aligning with Astro’s intent to modernise festive storytelling without losing its emotional core.

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Music once again plays a central role in Astro’s Chinese New Year celebrations. For 2026, the broadcaster collaborated with Multimedia to produce the “All right! Kudada” Chinese New Year album, led by producer Ang Chee Ciang. Built around the concept of travelling through time, the album blends ancient, modern and futuristic elements to create a fresh festive soundscape.

The album features more than 60 local and regional artists, with its main theme song, “万事All Right酷哒哒”, set against a modern-day reunion backdrop. The accompanying music video follows the symbolic journey of a letter carrying blessings across generations. Other tracks explore different eras, including “Alright年”, which draws inspiration from ancient martial arts settings, and “灯笼挂在火箭上”, which leans into futuristic visuals and technology-driven beats to reflect innovation and possibility. A surprise track, “三星拱照”, further modernises traditional blessings with electronic sounds and features a special appearance by Hong Kong artiste Lai Lok Yi.

Extending beyond music, Astro has also introduced a “Kudada digital album”, offering three festive tracks alongside behind-the-scenes content, catering to audiences who increasingly consume festive content through digital-first platforms. All songs are available across major streaming services, including Spotify, YouTube Music and Apple Music.

The campaign is supported by a wide range of Kudada-themed merchandise, reinforcing its collectible and youth appeal. These include limited-edition plush toys and keychains inspired by auspicious Chinese New Year themes, festive T-shirts for adults and children, as well as an interactive comic book designed to blend storytelling with emotional learning for younger audiences. Kudada-themed WhatsApp stickers have also been launched, allowing Astro customers to extend the campaign into everyday digital conversations.

On the broadcast front, Astro will roll out a series of on-ground roadshows from January 2026, bringing artists and festive activities closer to audiences nationwide. The celebrations will culminate with the launch of the KUDADA 酷哒哒 Pop-Up Channel (CH 100) from 9 February to 11 March 2026, featuring curated festive movies, dramas and specials. Programming highlights include Astro CNY Countdown Gala 2026, feng shui show “Sifu! May I ask?” and the Hokkien New Year countdown programme “I love Hua Hee Bai Ti Gong”.

With “All right! Kudada”, Astro continues to position its Chinese New Year campaign as more than a seasonal marketing effort, using music, characters, content and commerce to bridge generations while keeping the festive experience culturally relevant in an increasingly digital age.

Back in 2025, Astro celebrated National and Malaysia Day with the launch of its "Inilah KITA, sehati bersama" ("This is us, with a united heart") campaign, running from 15 August to 16 September. The month-long celebration highlights unity in diversity through curated programming, live events, music, and on-ground activations.

At the centre of the campaign is the KITA Channel (CH 100), a dedicated space for Malaysian-made content. From 15 August to 17 September, audiences can enjoy over 50 specially curated programs, including patriotic films, dramas, reality shows, documentaries, and concerts by homegrown artists such as Slam X Exist and Hael Husaini.

The campaign also extended beyond screens with Unity Stories of Inilah KITA, a three-part short documentary series portraying real-life examples of harmony in Malaysian communities. Some of the stories include a century-old kopitiam fostering multiracial bonds, a Sarawak mosque and church sharing a car park in mutual respect, and three artists from different cultural backgrounds collaborating on a shared art project.

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