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Eu Yan Sang Welcomes the Year of the Snake with a Festive Gifting Film
Eu Yan Sang's "Flourish in Abundance and Prosperity this Chinese New Year" is a 2025 festive film campaign published in Singapore that positions the brand's premium Chinese New Year hampers as the defining gift of the Year of the Snake, built around recurring characters Bert and Lulu and an original celebratory song, according to Adsoftheworld.
The campaign centres on a single film asset released in January 2025, timed to coincide with the peak gifting window of the lunar new year season in Singapore. Characters Bert and Lulu anchor the narrative, performing an original tune titled "做蛇么都Lucky" — a Hokkien-inflected phrase that loosely translates to "no matter what, everything is lucky in the Year of the Snake." The song functions as both an earworm and a thematic anchor, reinforcing the brand's core message that health, happiness, and prosperity are the most meaningful gifts one can offer during Chinese New Year.
The storytelling mechanic is intergenerational. Bert and Lulu do not simply endorse the product; they are shown receiving Eu Yan Sang hampers from their parents, embedding the brand within a believable family ritual rather than a transactional exchange. This structural choice connects the CNY 2025 campaign directly to Eu Yan Sang's broader strategic repositioning, noted across the brand's recent festive output, away from purely heritage-led messaging toward emotional resonance, cultural relevance, and premium gifting identity, according to Trade Gov. The campaign was listed on Ads of the World in January 2025 and is documented on Clapboard.com as a retail services film produced for the Singapore market.
Eu Yan Sang operates within a fragmented and competitive traditional Chinese medicine and wellness retail landscape in Singapore, according to Sbr Com Sg. The brand's decision to lead its Pdf Savills Asia.clapboard.com/archive/central-department-store-the-great-chinese-new-year-2025-retail-2">CNY 2025 campaign with hampers rather than individual health products reflects a deliberate pivot toward the gifting occasion, where perceived premium value and emotional meaning drive purchase decisions more powerfully than ingredient-level claims, according to Straitstimes.
The traditional Chinese medicine retail sector commands significant global attention. The global TCM market is estimated to reach between US$52.4 billion and US$86.5 billion in 2025, according to Emergen Research and Market Research Future respectively, with compound annual growth rates forecast in the range of 7.1 to 7.7 percent across those sources. In Singapore, the Health Sciences Authority and the Ministry of Health regulate traditional medicines and proprietary Chinese medicine products, shaping the compliance environment within which Eu Yan Sang operates. Major international competitors identified in the category include Beijing Tong Ren Tang and Yunnan Baiyao, both of which pursue brand-building strategies rooted in heritage and product authority. Eu Yan Sang's 2025 festive campaign differentiates by foregrounding warmth, character-led entertainment, and family occasion over institutional credibility.
The consumer insight underpinning the campaign is straightforward. In Singapore, Chinese New Year hampers represent a culturally established gifting convention across both personal and corporate contexts. By casting Bert and Lulu as enthusiastic, relatable recipients of these hampers — and by showing their parents as the givers — the campaign addresses multiple purchasing audiences simultaneously: adult children buying for parents, parents gifting to younger family members, and the broad gifting-to-peers occasion that defines the CNY retail period.
Eu Yan Sang's CNY 2025 film deploys a recurring character strategy that represents one of its most defined creative commitments in recent festive campaigns, as noted in campaign lineage documentation on Clapboard.com. Bert and Lulu are not introduced as new faces in this film; their reappearance signals a continuity-based creative model in which audience familiarity compounds across CNY cycles, reducing the cognitive load required to establish brand affinity anew each year.
The original song "做蛇么都Lucky" is the campaign's most distinctive executional element. Writing an original track for a festive retail campaign is a resource-intensive creative decision that signals confidence in the characters' resonance with the target audience. The tune is designed to be memorable and participatory, qualities that serve both the film format and the potential for organic social sharing in Singapore's digitally active consumer environment. The lyrical content weaves Year of the Snake symbolism with aspirational language around wealth, health, and good fortune — themes that are culturally specific to the Chinese New Year occasion and directly aligned with Eu Yan Sang's product proposition around wellness and vitality.
The film's visual grammar, consistent with the festive campaign category, prioritises warmth, colour, and family staging over product-forward composition. The hampers appear within the context of exchange and celebration rather than as isolated retail objects, a craft choice that elevates perceived product value without requiring explicit price or ingredient communication. Production credits for the "Flourish in Abundance and Prosperity this Chinese New Year" campaign are not publicly documented, as the agency behind the work has not been disclosed in any available source including the campaign's listing on Ads of the World or its entry on Clapboard.com.
No verified performance data for the "Flourish in Abundance and Prosperity this Chinese New Year" campaign is publicly available. The campaign has not been entered for, or recognised at, Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, based on a search of publicly available awards records as documented on Clapboard.com.
Clapboard assigns this campaign a score of 63 out of 100. That figure reflects a campaign that executes its brief competently and deploys recognisable creative assets — returning characters, an original song, intergenerational narrative — without demonstrating the kind of breakthrough creative ambition or measurable cultural impact that would push it into the upper tier of festive retail advertising. The recurring character model is structurally sound and builds cumulative equity across CNY editions, but the single-asset format limits reach architecture and reduces the campaign's ability to adapt messaging across distinct audience segments within Singapore.
From a structural effectiveness standpoint, the campaign's greatest asset is its specificity. The Year of the Snake reference, the Hokkien wordplay in the song title, and the intergenerational gifting mechanic all serve the Singapore Chinese New Year retail occasion with precision. Eu Yan Sang hampers are positioned not as a product category but as a vehicle for blessing-giving — a framing that justifies premium pricing and sustains brand relevance across the CNY retail window without relying on discounting or promotional mechanics.
Eu Yan Sang's CNY 2025 campaign is a festive film released in Singapore for the Year of the Snake. It features recurring characters Bert and Lulu performing the original song "做蛇么都Lucky" while exchanging premium Chinese New Year hampers across generations, positioning the brand as the ideal source for meaningful festive gifting.
Bert and Lulu are recurring brand characters used across Eu Yan Sang's festive campaign series. In the CNY 2025 film, they perform an original song and are shown receiving and exchanging Eu Yan Sang hampers with their parents, anchoring the campaign in an intergenerational gifting narrative tied to the Year of the Snake.
Eu Yan Sang's 2025 lunar new year campaign promotes its range of Chinese New Year hampers. These premium hampers are positioned as gifts associated with health, prosperity, and family togetherness, available through both Eu Yan Sang's physical retail stores and online ordering channels in Singapore during the CNY 2025 season.
Clapboard assigns the Eu Yan Sang "Flourish in Abundance and Prosperity this Chinese New Year" campaign a score of 63 out of 100. The score reflects competent execution of a recurring character strategy and culturally specific creative choices for the Singapore market, without reaching the level of breakthrough ambition seen in top-tier festive retail campaigns.
The agency behind Eu Yan Sang's 2025 Chinese New Year campaign has not been publicly disclosed. No production credits or agency attribution appear in the campaign's listing on Ads of the World or in its documentation on Clapboard.com, making the creative team behind the festive film unverifiable from available public sources.
Eu Yan Sang differentiates its CNY 2025 campaign from competitors such as Beijing Tong Ren Tang and Yunnan Baiyao by foregrounding character-led entertainment and family warmth over institutional heritage or product authority. The brand's recurring characters and original song reflect a strategy built on emotional resonance and cumulative audience familiarity across Chinese New Year campaigns in Singapore.
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