From Man-Fu to Mari Mari Ong: How AEON turned a viral CNY anthem into a two-year cultural narrative

This post is sponsored by AEON.

When AEON released its Chinese New Year 2025 music video, few could have predicted the emotional chord it would strike, especially with younger audiences.

Titled Man-Fu (满福), the lo-fi-inspired anthem stood out in a sea of festive jingles by doing something radically different: it asked a question many brands rarely dare to – what does Chinese New Year really mean to young people today?

The answers, raw and unfiltered, became the soul of the campaign. Watch it here:

Why Man-Fu resonated: A CNY story told by the youth, not to them.

Instead of leaning into spectacles or celebrity-led storytelling, AEON took a ground-up approach for CNY 2025. The brand spoke directly to young people – listening to their struggles with expectations, societal pressure, and the quiet emotional weight of “having to be enough” in an always-on world.

What emerged was Man-Fu, a song written, sung and performed by ordinary youths with no professional music background. Its lo-fi sound, and stripped-back honesty, reflected exactly how this generation experiences the festive season: imperfect, emotional and deeply personal.

At its core, Man-Fu reframed abundance – not as material success, but as fulfilment, connection and self-acceptance. The message landed powerfully, turning the music video into a viral hit and cementing it as one of the most talked-about CNY brand moments of the year.

More importantly, Man-Fu became memorable because it felt real.

2026: Same story, new chapter – when fulfilment turns into momentum

Rather than resetting the narrative for the next festive cycle, AEON chose to do something rare in seasonal marketing: continue the story.

The CNY 2026 music video picks up where Man-Fu left off.

If 2025 was about reflection, validation and emotional fulfilment, 2026 is about movement, confidence and collective energy. Enter Mari Mari Ong – a high-energy celebration set against the backdrop of the Year of the Horse, symbolising drive, resilience and forward momentum.

The tonal shift is intentional.

After acknowledging the emotional realities of youth in 2025, AEON’s 2026 campaign embraces a more vibrant, outward-facing expression of prosperity, one that blends tradition with modern enthusiasm. Lanterns glow brighter, rhythms hit harder and the message is clear: this is a year to move forward boldly, together.

Watch AEON’s 2026 CNY music video here:

From inner fulfilment to shared celebration

While Mari Mari Ong brings a louder beat and festive exuberance, it remains anchored in the same emotional universe established by Man-Fu.

Family gatherings, hot pot moments, festive preparations and even shopping rituals are framed not as transactions, but as shared experiences. AEON has positioned itself once again as more than a retail destination, it has become the connective space where tradition meets today’s lifestyle.

The campaign’s playful chant and energetic visuals signal optimism without abandoning authenticity – showing that prosperity isn’t just something you receive, but something you create through togetherness, joy and momentum.

A masterclass in long-form festive storytelling

In an era where festive campaigns are often treated as one-off moments, AEON’s CNY 2025 and 2026 music videos demonstrate the power of narrative continuity.

By allowing Man-Fu to breathe, resonate and live in the public memory, AEON earned the right to build upon it. Mari Mari Ong doesn’t replace what audiences loved – it amplifies it, translating emotional fulfilment into a festive action.

For brands looking to stay culturally relevant, AEON’s approach offers a compelling lesson: when you respect your audience’s lived experiences, they’ll stay with your story year after year.