Hennessy taps music and local creators for Malaysia-first CNY campaign

Hennessy is leaning into music, local talent and festive togetherness this Chinese New Year with the launch of an original single and music video created exclusively for the Malaysian market.

Titled "Raise for luck!" (好運乾一杯!), the campaign is inspired by Hennessy’s Chinese New Year 2026 tagline, “Gallop towards bright perspectives”, and channels the energy and optimism of the Year of the Horse. Blending contemporary sounds with familiar festive rhythms, the track positions Hennessy as the spark that brings people together during one of the most meaningful moments of the year.

According to Laura Drozdowski Lot, marketing director of Moët Hennessy Southeast Asia, the decision to produce a Malaysia-specific Chinese New Year music video was rooted in cultural relevance. She explained that Chinese New Year music videos remain a central part of local celebrations, making music a shared language that bridges generations.

“Chinese New Year is a time for family and friends to reconnect, and Hennessy is proud to be part of those celebrations. We believe music and dance have the power to unite, and during Chinese New Year, they create meaningful moments of reconnection,” she said.

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Conceptualised and produced locally, the music video stars a diverse ensemble of Malaysian creators and performers, including YouTube personalities Chang Yong and Shu Sen, singer Jeryl Lee, EDM pioneer DJ Blink, dancer Victoria Ng, as well as Jack Gohr and Zhen Ning. Together, they reflect what Hennessy describes as a new era of entertainment that is expressive, culturally fluent and multi-generational.

"These vibrant and diverse personalities were brought together to produce a surprisingly delightful campaign. Much like Hennessy – always at ease with the world and always culturally relevant," added Drozdowski Lot. 

The storyline draws from familiar Chinese New Year moments, friends and family reuniting on the eve of the festival, sharing laughter, music and toasts. Chang Yong described the track as “a song to dance to, cheers to, and reunite to”, while Shu Sen added that raising a glass becomes a signal of togetherness, regardless of how much time has passed.

At the heart of the campaign is Hennessy VSOP, woven naturally into the narrative. Drozdowski Lot said the integration reflects the brand’s local campaign manifesto, centred on what it calls the “rhythm of reunion”. “Hennessy becomes the spirit that connects these rhythms. The toast that signals celebration, the soundtrack that moves us, and the spark that turns every gathering into a memorable moment,” she shared.

Beyond the hero music video, the campaign rolls out as a 360 effort across digital and social platforms, print, retail and on-ground activations through consumer promotions and retail. While Chang Yong’s YouTube channel hosted the official premiere on 10 January 2026, the campaign will also be amplified through KOL content, and in-trade visibility via media collaborations. A media launch will also be held, featuring a behind-the-scenes look into the music video's production. 

Operating within Malaysia’s strict alcohol advertising regulations, Hennessy has leaned on carefully selected creators who embody what the brand calls savoir faire. Laura said its KOLs and influencers are positioned as advocates for “embracing life with style and sophistication”, aligning naturally with the brand’s values rather than overt promotion. 

The "Raise for luck!" (好運乾一杯!) campaign is supported by a consumer promotion running until 31 March 2026, offering prizes worth RM1 million. With every purchase of a Hennessy Chinese New Year Limited Edition bottle, consumers stand a chance to win rewards including a 50g gold bar.

Music has long been intertwined with Chinese New Year, filling shopping centres and homes alike with festive sounds that welcome the arrival of spring. This year, Tiger Beer is also extending its festive presence into live, on-ground experiences. The brand’s Chinese New Year festival concept kicks off at LaLaport Bukit Bintang City Centre before heading to Gurney Paragon Mall in Penang. The event combines food, interactive activities and live performances by local acts including 3P and Chang Yong, positioning music as a key driver of communal celebration.

Meanwhile, 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. Music once again plays a central role, and 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.

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