How Julie’s Biscuits used sci-fi to tell a deeply human dementia story this Raya

Beloved biscuit brand Julie's is back with its annual Hari Raya tearjerker, this time layering its signature emotional storytelling with a touch of quirky sci-fi.

Titled "Kenangan tu ke mana?", the 2026 short film continues Julie’s tradition of reflective festive narratives, inviting audiences to pause and consider what it truly means to be present with loved ones. As with many of the brand’s past Raya and CNY campaigns, the story is designed to linger long after the credits roll.

Set in a fictional Pusat Simpanan Memori (Memory Storage Centre), the film follows Hidayah, a mother who visits the facility to revisit memories from different stages of her life. Guided by a customer service officer named Zamri, she journeys through past Hari Raya celebrations with her son Azmir.

From lively scenes of childhood laughter and bustling open houses, to quieter, more distant moments as Azmir grows older, the film traces a bond shaped by time and promises that slowly become harder to keep.

As Hidayah revisits these chapters, subtle glitches begin to appear in her memories. The disruptions hint at unresolved emotions and the growing distance between mother and son, gently nudging viewers to reflect on the gaps that can form in relationships when presence gives way to busyness.

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According to Tzy Horng Sai, director of Julie’s Biscuits, the story was crafted to shine a light on the quiet spaces between memories. “Every year, Hari Raya carries with it a quiet magic, where moments linger in the heart, long after the celebrations have passed. With "Kenangan tu ke mana?", we wanted to shine a gentle light on the spaces between memories, the little gaps where understanding can fade, and the bonds that can grow stronger when nurtured with care,” he said.

Drawing a parallel to the brand’s iconic festive staple, he added, “Just as Love Letters have been a sweet companion on festive tables, bringing people together to share and celebrate, this film is our way of celebrating presence, connection, and the simple acts of love that make Raya truly unforgettable. At Julie’s, we hope to create stories that warm hearts, spark reflection, and remind us all of the beauty in showing up for one another.”

The campaign was developed with creative agency GOVT VCCP, which leaned into a science fiction narrative to explore a deeply human theme. Creative director Theophilues Tan said the team wanted to look beyond the surface of festive togetherness. “Hari Raya is often associated with togetherness, but we wanted to explore what that truly means today. In a time when we are constantly connected yet often emotionally distant, being present matters more than ever,” he said.

“Rather than focusing purely on tradition, the film examines the subtle gaps that can form in relationships over time, especially between parents and children. Through a science fiction narrative, this film creates space to reflect on something deeply human: the moments we miss, the promises we postpone, the memories that quietly shape us and the choice to truly show up for the people who matter most.”

Now live on Julie’s official YouTube channel, "Kenangan tu ke mana?" once again cements the brand’s place as a festive storytelling favourite, balancing heartfelt reflection with an imaginative twist.

In the lead up to Raya, consumers can also purchase Julie’s Love Letters, conveniently packed in tubs for gifting or snacking, and explore recipe inspirations that incorporate the brand’s products into homemade festive treats.

Last year, Julie's invited everyone to embark on a journey of reflection with its Raya 2025 brand film, "Selamat lari Raya". The story follows a man named Johan who spent his life running from his problems and past. Played by popular Malaysian actor Fimie Don, Johan's life was anything but easy having been orphaned at a young age. He was raised by his grandparents but eventually fell in the wrong crowd. This led him down a path of crime and ultimately, prison.

While behind bars, Johan’s grandfather, Pak Hassan, played by veteran actor A. Tamimi Siregar, desperately tries to reconnect with him, but to no avail. Determined not to be ignored, Pak Hassan attempts to land himself into prison by committing crimes himself such as stealing tubs of Julie's love letters and trying to rob police officers.

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