Nescafé GOLD stirs cross-cultural harmony with dual-language CNY campaign

Nescafé Malaysia is taking a fresh approach to Chinese New Year this year with its “Stir love into the celebrations” campaign, spotlighting togetherness, effort, and shared joy. Central to the campaign is a dual-language collaboration between Mandarin singer Priscilla Abby and Malay singer Aisha Retno, titled "心意相拌 Gongxi Kemeriahan" which reflects the multicultural spirit of Malaysia.

Breaking from the traditional CNY campaign playbook, the campaign was rolled out social-first, giving audiences a behind-the-scenes look at the creation of the festive track. “We wanted to refresh the way festive stories are told. Instead of the traditional ‘big film first, supporting content later,’ we flipped the script by inviting audiences behind the scenes from day one,” said a spokesperson.

The approach allowed viewers to witness the chemistry, playful moments, and creative process between Priscilla and Aisha, resulting in a candid and relatable experience. Early reactions have been overwhelmingly positive, with fans praising the authenticity and creator-style format of the series. As of today, the music video on YouTube has garnered over 7.3 million views in two weeks. 

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The campaign celebrates how coffee (and by extension, Nescafé GOLD) can bring people together. Through the collaboration of two artists with distinct musical styles and languages, Nescafé highlights the blending of cultures and personalities, akin to the harmony found in a well-made cup of coffee. “Bringing Priscilla and Aisha together allowed us to blend two musical styles, two languages, and two personalities in a way that feels natural and uplifting,” the brand's spokesperson said.

Nescafé GOLD was chosen as the focus for its association with premium taste and meaningful moments, aligning with festive rituals of slowing down, connecting, and sharing. The campaign primarily targets adults aged 25–49 who value quality time, thoughtful gifting, and a refined coffee experience.

The campaign's tagline, “爱拌咖啡，欢迎马年”, translates to “Stir love into the celebrations”, symbolising the act of infusing effort, care, and connection into everyday relationships to make the year ahead richer and more meaningful.

Beyond the social series, the campaign is amplified through YouTube, Instagram, Facebook, Spotify, and Xiaohongshu (XHS), as well as limited-edition Nescafé GOLD CNY gift packs. On-ground activations including roadshows and push promotions in key retail locations allow consumers to sample the coffee and engage with the festive message. Online creators and key opinion consumers (KOCs) are also sharing their own ways of “stirring love” into the celebrations, reinforcing the campaign’s message across multiple touchpoints.

Nescafé has long used music as a creative anchor, building immersive experiences and emotionally led anthems through its campaigns. In July, Nescafé Malaysia launched its latest campaign for Nescafé 3in1 titled “Bangkit sepenuh hati” (“Rise with all your heart”), a motivational brand film that pays tribute to the everyday resilience of Malaysians. It tells a powerful and punchy story about finding strength in the everyday, a theme that NESCAFÉ believes is timely and relevant given the personal and economic challenges many continue to face.

In October 2025, Nescafé Malaysia also celebrated the resilience and spirit of everyday Malaysians with its latest campaign, “Ngopi dulu & kekal kental bersama” ("Have a coffee first, and stay strong together"). The 360° initiative combines a brand film, media events, on-ground activations, and a high-visibility billboard display in Bukit Bintang to showcase stories of determination and unity, the brand shared in a statement with A+M.

At the heart of the campaign was a new anthem, “Kental bersama” ("Strong together"), performed by Black Hanifah. The song underscores the determination and strength that unite Malaysians in their daily lives, while celebrating real-life stories such as Dr. Madhu, a doctor known as “Dr. Teddy Bear” who provides healthcare to the homeless; Kak Dell, a Grab driver and tuition teacher pursuing her dream of becoming a writer; and Black Hanifah himself, drawing on his personal journey and devotion to family.

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