Marrybrown turns to paper cutting to honour heritage in CNY film

Marrybrown has turned to the delicate art of Chinese paper cutting to tell a story about family, legacy and love in its 2026 Chinese New Year brand film, titled “纸为你”, which translates to “Crafted for love”.

Created in collaboration with dentsu Creative Malaysia, the film centres on traditions quietly passed down through generations. The title itself carries a poetic double meaning. Literally, it references paper cutting, a traditional Chinese craft closely associated with blessings and good fortune during the festive season. At the same time, it plays on the phrase “only for you”, reflecting the emotional heart of the story.

The two-minute hero film follows the evolving relationship between a grandmother and her granddaughter over the years. The grandmother carries the tradition of making red paper cuttings before Chinese New Year, to be used as decorations around the house. In the past, her granddaughter would sit patiently beside her to learn the craft and help with the cuttings.

As time passes, moments of closeness give way to distance, with the now grown-up granddaughter lashing out at the grandmother as the paper cutting gets in the way of her own interests and busyness. Filled with regret, and noticing her grandmother’s visible ageing and trembling hands, she decides to put her selfishness aside to help her.

Throughout the narrative, paper cutting functions both as a visual motif and a metaphor, symbolising the transmission of love, values and blessings from one generation to the next.

Don't miss: RHB spotlights dignity and women's empowerment in CNY film inspired by Komuniti Tukang Jahit

By anchoring the story in a heritage craft that is increasingly at risk of fading away, the film draws attention to the quieter, often overlooked rituals that shape family bonds. In doing so, it mirrors Marrybrown’s own role as a familiar presence in Malaysian households, particularly during moments of celebration such as Chinese New Year.

The campaign also marks the return of 'Egg-stra Ong', Marrybrown’s limited-edition salted egg sauce, which has become a long-standing festive staple for the brand. The product reappears as part of the wider campaign narrative, reinforcing the idea of continuity and tradition tied to the season.

Dentsu Creative Malaysia led the campaign’s creative ideation and storytelling, producing the digital hero film alongside supporting social content designed for online platforms.

Commenting on the campaign, Lynn Low, chief marketing officer of Marrybrown, said the brand’s history has shaped its approach to festive storytelling. “Marrybrown has grown alongside families for generations, which gives us deep respect for the traditions that shape those relationships. We value those quiet, meaningful moments that bring families together across generations, and our partnership with dentsu for this campaign allowed us to express how Marrybrown continues to be part of these legacies over time," added Low.

From a creative perspective, the focus was on reflecting how the brand already exists in people’s lives. Steve Ooi, creative director at dentsu Creative Malaysia, said that Marrybrown belongs to Malaysian culture in a way very few brands do. "People do not just know it, they feel it. That sense of belonging influenced every decision we made. The film was built to mirror how the brand is close to home, present during celebrations, and quietly tied to family moments that last beyond the season," he shared. 

The campaign runs until 5 March 2026 across digital video and social platforms in Malaysia, reinforcing themes of family, heritage and legacy through a culturally resonant narrative. It adds to dentsu Creative Malaysia’s growing body of work for Marrybrown, following previous campaigns such as "Marrybrown molek bersama" (beautiful together) for Ramadan and the launch of the 'Mala-AAAGH!' flavour.

This Chinese New Year, brands and agencies in Malaysia have been leaning into heartfelt narratives to tell their festive stories. For example, Maybank has unveiled its Chinese New Year film, "Blessings all around", a human-led festive narrative that challenges conventional ideas of prosperity by placing relationships, traditions and shared moments at the centre of its storytelling.

The film moves away from the familiar tropes of wealth and abundance that often dominate Chinese New Year messaging. Instead, it reframes prosperity through everyday human connections, unfolding around a family lou sang (prosperity toss) gathering and interwoven vignettes that span different stages of life.

Meanwhile, Prudential Assurance Malaysia has taken a quieter, more introspective route with its latest festive film, "心结 The Promise". The campaign leans into stillness, symbolism and emotional reflection to explore a more enduring idea of wealth. In the film, Fatt Choy Yeh, the god of prosperity, reflects on the households he visits, scenes of families weighed down by conflict, stress and dissatisfaction surface.

And RHB Banking Group launched "Dignity", placing the spotlight not on prosperity or abundance, but on self-worth, purpose and the quiet strength that allows people to rise, regardless of where they begin. The film is inspired by the true story of Yap Sue Yii, co-founder and CEO of Komuniti Tukang Jahit (tailor community), a social enterprise that empowers women from the B40 community through sewing skills and fair income opportunities.

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