Magnum 4D reflects on the meaning of giving this Chinese New Year

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. Created in collaboration with creative agency The Clan, 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.

Set against the backdrop of Chinese New Year visits and exchanges, the campaign tells its story through animated mandarin oranges, known as “kam” or gold, which symbolise prosperity and good fortune. The film follows a young girl who learns from her grandfather the meaning behind exchanging oranges when visiting friends and family during the festive period.

On the first day of Chinese New Year, the girl draws faces on the oranges at home, forming a quiet emotional attachment to them. As visits unfold, the oranges are passed from house to house, leaving her hands but carrying blessings forward. In a gentle narrative turn, the oranges eventually find their way back to her, underscoring the idea that goodwill shared often returns, enriched by its journey.

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Through the journey of the animated oranges, the film reflects a familiar cultural truth, that during Chinese New Year, acts of giving create a full circle. Blessings travel, exchange hands, and return, shaped by the people and moments they touch along the way.

Sandra Heung, general manager at The Clan, said the story was rooted in the spirit of the season. “Chinese New Year has always been people, gifts, and well wishes,” she shared. “This story reflects how we believe meaningful things work. When shared generously, they have a way of returning.”

For Magnum 4D, the narrative aligns closely with the brand’s long-standing relationship with Malaysians across generations, where ideas of luck, hope, and opportunity are deeply connected to community and shared experiences.

“Chinese New Year reminds us that prosperity is not just about receiving, but about sharing,” said Krian Upatkoon, executive director of Magnum 4D. “At Magnum 4D, we believe that hope and good fortune grow when they are passed on. Like the mandarin oranges in this story, blessings gain meaning through the journey, through the people they touch and the moments they create.”

Produced in collaboration with Directors Think Tank and directed by Chevie Law, the film adopts a restrained and emotive approach, allowing the cultural insight and storytelling to take centre stage without excess.

Last year, the 4D operator also unveiled a Chinese New Year film together with The Clan and Directors Think Tank, titled "Threads of hope". According to The Clan, ⁠the idea was inspired by the Chinese traditional belief that an invisible red thread of fate binds people together no matter how far apart they are. The agency took creative liberties and turned it into threads of hope where human connection isn’t only limited to romantic love.

In addition, that year's campaign was a departure from Magnum 4D’s usual humour-led approach, opting for a more emotional, human story that talks about connections instead.

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