How Poh Kong celebrates 50 years with a nationwide spectacle

Poh Kong is celebrating its 50th anniversary with a nationwide campaign titled “Gift of joy”, turning the milestone into a large-scale customer engagement push spanning experiential activations, loyalty rewards, collectible merchandise and emotional storytelling.

Centred on the idea of celebrating everyday moments alongside major life milestones, the campaign positions jewellery not simply as a luxury purchase, but as a symbol of shared memories, relationships and joy accumulated over time.

Based on observations by A+M, the campaign kicked off with a launch event at 1 Utama Shopping Centre before making subsequent stops at AEON Mall Seremban 2 and AEON Mall Tebrau City as part of a travelling roadshow.

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At the launch event, the Oval Concourse was transformed into a vibrant retail and entertainment space featuring oversized yellow gift box installations wrapped with red ribbons, interactive game booths, jewellery showcases and stage performances.

Visitors were also given opportunities to win gold bars, jewellery prizes and exclusive promotions through activities such as “Spin for joy”, “Ring for joy” and “Turn for joy”, the latter styled after a gacha machine experience.

The campaign also leaned heavily into mascot culture through its characters Polee and Kolee, which were reimagined as plush toys housing eco-friendly reusable bags. The collectibles could be redeemed via the brand’s Jeweland loyalty app using member points, tying the anniversary celebrations back into customer retention and loyalty mechanics.

As part of the wider “Gift of joy” initiative, Poh Kong also introduced a 50% discount on voucher redemptions for Jeweland members, while extending its on-ground presence to entertainment touchpoints such as the recent Sammi Cheng concert, where the brand gave away gold and VIP concert experiences.

Central to the campaign is a one-minute brand film that captures people preparing Poh Kong gifts for loved ones across different occasions, from family celebrations to romantic proposals.

Set against a whimsical reimagining of Kuala Lumpur filled with floating hot air balloons, oversized diamond rings and blooming golden shapes, the film positions gifting as a transformative emotional gesture. Accompanied by an original soundtrack themed around cherishing shared moments, the film closes with the line: “Light up the town with joy.”

"For 50 years, Poh Kong has been part of life’s most meaningful moments, from love and celebration to new beginnings. Across generations, we celebrate life through meaningful jewellery, crafted with heritage, trust, and timeless elegance in Malaysia. Thank you for making Poh Kong part of your story," the brand shared in its YouTube video description. 

The campaign film has also been amplified through digital out-of-home (DOOH) placements across major highways and roads, extending visibility beyond retail touchpoints as the jeweller marks five decades in business.

In other recent campaigns by jewellery brands in Malaysia, Le Lumiere aimed to capture the hearts of a younger generation with its latest relaunch, and it’s doing so with a fresh narrative approach.

The campaign, "Every sparkle tells a story", shifted the focus from mere aesthetic appeal to the personal meaning behind each diamond. Instead of simply showcasing the stones, the campaign positions jewellery as a living narrative that celebrates milestones, memories, and moments in its wearer’s life. 

Central to the campaign were two films titled "This is my finally-got-my-PHD necklace", and "This is my first-solo-violin-performance ring", bringing the concept of emotional storytelling to life by showing how every Le Lumiere sparkle becomes a symbol of a life well-lived.

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