Mister Potato brings kungfu movie nostalgia to life for Year of the Horse

Mister Potato has tapped into kungfu movie nostalgia this Chinese New Year with a social-first campaign that blends humour, pop culture and festive snacking, as the brand looks to stand out in a highly competitive festive period.

Created in partnership with dentsu Creative Malaysia, the campaign titled “HORSE-H LIAO DRAMA” reimagines classic kungfu cinema through a comedic lens, while introducing two limited-time flavours, La Zi Ji (sichuan spicy chicken) and Kam Heong Chicken (Malaysian-Chinese fragrant stir fried chicken).

With traditional festive snacks dominating homes and social feeds during Chinese New Year, Mister Potato faced the challenge of cutting through a crowded landscape where many brands communicate similar themes of reunion and celebration. At the same time, festive movie and drama marathons remain a familiar part of the season, presenting a natural opportunity for the brand to insert itself into shared entertainment moments.

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Playing on a colloquial Hokkien expression meaning “really awesome”, and tying into the Year of the Horse, “HORSE-H LIAO DRAMA” draws from the nostalgic ritual of Chinese families rewatching iconic kungfu films together during the festive period.

The campaign unfolds through a series of three short films released across Mister Potato’s social platforms. Inspired by legendary kungfu titles such as Drunken Master, Ip Man and Enter The Dragon, the films parody well-known fight scenes with a local twist, featuring Malaysian KOLs Sai, SongBill and Jobroseph. Each film frames the new flavours as rivals battling it out for ultimate snacking supremacy, blending martial arts tropes with contemporary humour.

According to How Yuan Yi, chief marketing officer of Mamee Double Decker, Mister Potato connects best with audiences when it feels fun, relatable and easy to enjoy together. "While the campaign is inspired by classic kungfu dramas, the team reimagined it for today’s generation, using contemporary humour and familiar influencers to make it feel current and shareable. It allows us to celebrate tradition without being stuck in it, while introducing new flavours in a way that feels entertaining and true to the brand," added How. 

Ellison Fernandez, executive creative director at dentsu Creative Malaysia, added that instead of following a conventional festive formula, the team wanted to reflect how families actually spend time together during Chinese New Year, by laughing, watching and sharing moments. "Reimagining these iconic fight scenes allowed us to tell a story that feels entertaining, relatable and enjoyable for audiences of all ages," said Fernandez.

Running from 2 January to 2 March, “HORSE-H LIAO DRAMA” is supported by in-store displays spotlighting the new La Zi Ji and Kam Heong Chicken flavours, extending the campaign from social feeds into retail touchpoints. 

Similarly, Nescafé Malaysia broke from the traditional CNY campaign playbook, rolling out its “Stir love into the celebrations” campaign for Nescafé GOLD, through a social-first release which built up into a dual-language music video between Mandarin singer Priscilla Abby and Malay singer Aisha Retno, titled "心意相拌 Gongxi Kemeriahan".

The social series gave audiences a behind-the-scenes look at the creation of the festive track first, allowing viewers to witness the chemistry, playful moments, and creative process between Priscilla and Aisha, resulting in a candid and relatable experience.

Meanwhile, Watsons Malaysia kicked off the Chinese New Year season with its #HappyBeautifulYear campaign, centered on reunion, togetherness, and abundance. The campaign theme, "Watsons大团圆，过靓年" ('A grand reunion, a wonderful year'), aimed to capture the joy of family gatherings and festive celebrations, through a humorous route.

Watsons Ambassador and social media influencer Phei Yong leads the cast, joined by Hong Kong actress Maria Cordero and local celebrity friends including Jinnyboy, celebrity model Amber Chia, Han Xiiao Aii, the Kuan siblings (Mskuan, Jestinna Kuan, Perry Kuan), Jobroseph, and Sai of Wabikong TV.

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