MAG reimagines ‘balik kampung’ with emotional and heartwarming tales this CNY

Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines, is reframing the familiar festive trope of “travelling home” this Chinese New Year, choosing to spotlight an emotional homecoming rather than a purely physical one.

While festive airline campaigns often centre on the rush to reunite with loved ones, MAG’s latest film pivots towards a more introspective narrative. "The Reunion That Matters" follows Alina, a woman returning to Malaysia in search of her birth family, charting a journey that is as much about identity and reconciliation as it is about geography.

According to MAG, this year’s film stays true to the universal resonance of balik kampung, but approaches it from a fresh angle. Instead of focusing solely on the act of travelling, the narrative explores what it truly means to belong. Alina is portrayed as returning not just to a country, but to a part of herself she has never fully known. The emotional journey precedes the physical one, unfolding as a story of closure, courage and self discovery.

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The inspiration behind Alina’s story stems from real experiences of Malaysians, particularly untold stories of adoption, migration, separation and reunion. MAG told A+M, it wanted to present a narrative that feels authentic and grounded, where identity can span cultures and faiths without being sensationalised or politicised.

Set against the backdrop of Chinese New Year, a season synonymous with reunion, the film reflects on how festive periods can also surface personal histories. In this context, Alina’s return becomes more than a celebration. It symbolises hope and the emotional complexity of reconnecting with one’s origins.

Beyond storytelling, the campaign also serves as a reflection of MAG’s broader brand positioning. Built on the idea of Malaysian Hospitality and connection, the brand is woven into the film through subtle, lived moments rather than overt messaging. The airport is depicted as a space of transition, an in flight scene conveys care through a quiet gesture, and MAG’s domestic network is presented as the enabler that makes such reunions possible.

The group deliberately chose restraint, positioning itself as the facilitator of meaningful journeys rather than the focal point of the story. In doing so, MAG underscores its role not only as a connector of cities and countries, but as a bridge linking hearts, histories and generations across Malaysia and beyond.

For the production of the festive series, MAG partnered with Pinang Films, working closely with its group branding team to develop the concept, narrative direction and visual treatment. The collaboration aimed to craft a film that feels distinctly Malaysian, emotionally grounded and aligned with the group’s long term brand direction.

Meanwhile, Malaysia Airlines has also unveiled its own festive film for the national carrier, titled "Thousand-Mile Horse 千里马." The heartwarming and sweet film follows two young boys who banter back and forth about what a "千里马" is and what makes it special.

Set in mainland China, the boys embark on their own journey to find their “Thousand-Mile Horse,” spotting it in moments of everyday life: a man counting quickly with an abacus, their grandmother working swiftly on an old sewing machine, their mother chopping chives, and even in horse-shaped dumplings. When they finally arrive at the airport for their flight to Kuala Lumpur, the boys look at the airplanes and agree that the true "Thousand-Mile Horse" is the Malaysia Airlines airplane.

The film was directed by Sabrina Wong of Reservoir Productions, and created in collaboration with creative agency Imaginary Friends.

Elsewhere, McDonald’s Malaysia's Chinese New Year brand film, "The Blessing", continues its long-running 'Prosperity' campaign by shifting the focus away from material success and towards the relationships that define it.

Serving as an indirect sequel to last year’s "The Wish", the 2026 film brings back the same characters and cast, but explores a different, deeply familiar family tension, the dynamics between siblings and the shared responsibility of caring for an ageing parent. At its core, "The Blessing" reflects McDonald’s ongoing effort to reframe what prosperity means during a season often associated with wealth and abundance.

Meanwhile, Magnum 4D is ushering in Chinese New Year with a heartfelt campaign that puts a familiar festive ritual under the spotlight, the giving of mandarin oranges. The film offers a reflective take on why this long-standing tradition continues to matter, centring on the idea that blessings are meant to be shared, not kept.

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