From bird’s nest to blind boxes: How JYY is modernising Chinese wellness culture

For many Malaysians, brands such as Lo Hong Ka evoke memories of bird’s nest gifts, festive hampers and traditional wellness rituals passed down through generations. However, for Alann Tan, founder and group executive chairman of JYY Group, heritage alone is not enough to secure the future of Chinese wellness culture.

Today, through brands including JYNNS, JinYeYe and Lo Hong Ka under JYY Group, the company is attempting to modernise traditional wellness and gifting culture for a younger, digitally native audience without alienating the older generation that built its foundation.

“Lo Hong Ka gave us the foundation of trust. It represents the values of diligence, sincerity, and family-centred wellness that many Malaysians grew up with. We protect that heritage,” said Tan in conversation with A+M.

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“At the same time, new generations engage with wellness very differently. They want clean labels, research-aligned nutrition, accessible formats, and brands that speak their language.”

According to Tan, JYNNS was created not to replace tradition, but to ensure the culture evolves alongside changing consumer behaviours.

We do not see tradition and innovation as opposing pillars.

"One gives us credibility, and the other gives us longevity,” he added.

From traditional remedies to cultural participation

As younger consumers increasingly seek wellness solutions tied to stress, sleep, immunity and emotional wellbeing, JYY Group has repositioned products such as bird’s nest beyond ceremonial gifting.

“Bird’s nest used to be purchased largely as a symbol, a reflection of status, family honour, and generosity,” said Tan. “Young Malaysians today are driven by personal wellness goals.”

The company has since introduced zero-sugar formulations and shifted messaging from luxury gifting to everyday wellness rituals rooted in practicality and trust.

At the same time, JYY Group has leaned heavily into culture-led marketing across social media, entertainment and experiential activations to connect with millennials and Gen Z consumers.

Rather than treating social platforms as mere distribution channels, Tan said the company views them as “learning environments”.

This has resulted in campaigns involving collectible blind boxes, mascots, mobile wellness trucks, celebrity ambassadors and original Chinese New Year music productions.

Its festive songs, including HORSEH and Lucky Bee With You, collectively garnered more than 45 million YouTube views over the past two years. Tan said:

We realised that if we wanted to speak to the next generation, we could not simply sell products; we had to inspire participation, emotion, and belonging.

The group has also collaborated with personalities including Nicholas Teo and Ella Chen, focusing less on short-term attention and more on long-term cultural alignment.

“True ROI does not peak at campaign launch. It appears months later, in loyalty, in trust, and in how consumers speak about the brand when the spotlight is gone,” he said.

Why physical retail still matters

Despite the rise of eCommerce, JYY Group continues investing heavily in physical retail, roadshows and on-ground activations.

For Tan, physical touchpoints remain crucial in categories built on trust, consultation and sensory experiences. “Our physical stores are not retail endpoints; they are cultural and educational touchpoints,” he explained.

Customers can sample products such as Trigona honey soft serves and sparkling drinks, consult nutritionists, enjoy freshly brewed herbal soups, and curate personalised gifting sets in-store.

The company also bridges online and offline experiences through pop-ups and experiential roadshows featuring health consultations alongside entertainment-driven cultural moments with celebrities and performers.

“The goal is not just to sell products, but to create a space where the younger generation can experience health, celebrate culture, and feel a personal connection with our brand,” Tan said.

Looking ahead to Visit Malaysia Year 2026, Tan added that JYY Group also sees its physical stores becoming cultural entry points for tourists seeking Malaysian wellness products.

Ultimately, the company’s larger ambition stretches beyond commerce. Tan said:

When a younger person sends a gift not because they must, but because they feel proud to celebrate who they are and where they come from, that is the legacy we want to build.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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