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Gov.sg celebrates found family and community in CNY film

Gov.sg celebrates found family and community in CNY film

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Gov.sg has released a Chinese New Year short film celebrating the power of a united community and the importance of resilience. 

Titled Extended Love, the 3-minute film features a young, overseas-based Singaporean named Adeline who returns home for Chinese New Year. Her visit, however, comes with the intention to persuade her grandmother to join her family abroad. 

When Adeline arrives her grandmother's 'cai png' (mixed rice) stall at a coffeeshop, she learns that her grandmother has started her own Chinese New Year tradition of bringing neighbours together for a 'cai png' reunion dinner every year. 

Don't miss: Check out this mall-wide Dragon art activation at Funan this CNY 

Her grandmother introduces some of her friends to Adeline, including Uncle Ong who is frequently helps to deliver food to those who are less mobile, an aunty who has never lost the smile on her face regardless of the tough times she's experienced, and a young deaf girl who helps to serve food. 

Her grandmother later explained to Adeline that the community has been looking out for each other for decades and have practically become a family. 

Extended Love is directed by Royston Tan and is created in collaboration with MullenLowe Singapore. 

“The film explores our notions of family and community, and how extending the warmth of a meal to those around us can make for a joyful reunion," said Tan in a statement.

"Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

MullenLowe Singapore CEO Paul Soon added, "In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that's what makes us Singaporean — resilience, unitedness, inclusiveness — remain the same."

"This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other," Soon continued. 

Extended Love is available on Gov.sg media channels and can be viewed on Free-To-Air television, Channel 8 and Channel U until 25 February. 

Chinese New Year brands films this year have seen a huge focus on the topic of family and community. Across the border, car manufacturing brand Perodua released its own Chinese New Year brand film titled Planting Abundance.

In the film, viewers follow the journey of a farmer who starts his day picking pomelos at a plantation before selling them at a market. He ends his day by bringing a few pomelos home to his family and shares some of the fruits of his labour with his neighbours. 

The film ends with the farmer's daughter planting a pomelo seed in the soil during the lively Chinese New Year celebration that is ongoing at home with family and friends.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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