Resorts World Genting roars ahead with Malaysia's first full-length lion dance documentary

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Resorts World Genting (RWG) is cementing its place as a cultural powerhouse with the launch of Jiwa Singa, Malaysia’s first full-length lion dance documentary, and a brand-building move that underscores its long-standing legacy in promoting the centuries-old tradition on a global stage.

The film, now streaming on Resorts World Genting’s official YouTube channel, traces the evolution of lion dance, from its cultural and spiritual roots to its rise as a world-class competitive sport. Narrated in Bahasa Malaysia, the documentary offers a deep dive into the significance of lion dance in Malaysian culture, while showcasing how the art form has transformed in recent years.

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It features insights from the Kuala Lumpur and Selangor Association of Dragon and Lion Dance, whose chairman recounts the history of the tradition in Southeast Asia, dating back to the 1890s. Also featured is Lim Meng Kok, a veteran lion head craftsman with over 40 years of experience, who shares the intricacies and pride of the trade.

Jiwa Singa also puts a spotlight on the discipline, athleticism, and tight-knit community behind the sport. Central to the story are the 2024 Malaysian national champions, Xuan Long Dragon and Lion Dance Troupe from Rawang, as they train to reclaim their world title from current champions, Singapore’s Yi Wei Athletic Association.

The campaign is also a tribute to RWG’s decades-long role as host of the prestigious Genting World Lion Dance Championship, which returns this year for its 15th edition. From 25 to 27 July, 40 elite teams from Asia, Africa, Europe, and the USA will converge at RWG’s Arena of Stars to compete for the coveted world title—turning Genting Highlands into the epicentre of the international lion dance scene.

“For over 30 years, Resorts World Genting has proudly served as the competitive home of lion dance,” said Spencer Lee, executive vice president of sales, marketing and public relations at RWG. “The Genting World Lion Dance Championship is more than just a competition. Our vision is to provide a global platform that celebrates tradition, unites all races, and showcases the beauty of lion dance to the world for generations to come.”

Jiwa Singa not only reinforces RWG’s cultural relevance, it also positions the brand at the intersection of heritage, storytelling, and digital reach.

The Jiwa Singa campaign was led by Naga DDB Tribal, who described the work as both an experiential and archival endeavour. “Lion dance is deeply rooted in our culture, yet so little has been documented. With RWG’s role in elevating it as a sport, they’re the perfect partner to tell this story,” said Aaron James Leong, lead creative of digital experiences at Naga DDB.

“Jiwa Singa reminds us that Malaysia is filled with amazing stories that need to be told. Part of our job is to seek them out like journalists and put them in the spotlight,” added Alvin Teoh, chief creative officer of Naga DDB.

Naga DDB Tribal's partnership with RWG first began in 2022 with the launch of Genting SkyWorlds’ social media presence, and has since expanded to cover the entire resort, including Resorts World Genting’s official channels. The scope includes social media management, content creation, and campaign planning, such as for the Kid CEO campaign, which returned for its second run in early 2025.

In December 2024, the hospitality brand announced the extension of its "Chief experience officer" campaign which spotlighted its pint-sized executive, 5-year-old influencer Eva Mei, for a second year. The CEO 2.0 campaign continues to showcase family holidays designed by kids, for kids, placing the spotlight on Eva and her “board of kid directors” as they co-create new getaway packages tailored for fun-seeking little travellers.

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