Eu Yan Sang wins for festive marketing campaigns at Retail Asia Awards 2026

The retailer boosted Chinese New Year engagement through music-led campaigns and premium festive gifting initiatives.

Chinese New Year remains one of the most competitive retail periods across Asia, prompting brands to compete for consumer attention through seasonal campaigns and festive product launches. Against this backdrop, Eu Yan Sang secured the Integrated Campaign of the Year - Malaysia and Marketing Initiative of the Year - Malaysia at the Retail Asia Awards 2026 for initiatives that combined entertainment content, retail activations, and premium gifting collaborations.

Driving festive engagement through music

One of the winning campaigns centred on an original Chinese New Year song, which formed the core of Eu Yan Sang’s integrated festive campaign. The company released the music video across social media platforms alongside a 30-second commercial version aired on radio stations during the festive period.

The campaign extended into physical retail spaces through flash mob performances organised across multiple Eu Yan Sang outlets. Following each performance, a God of Prosperity mascot distributed Chinese New Year red packets containing vouchers to shoppers, encouraging store visits during the festive season.

An online dance challenge also invited consumers to upload videos on Facebook, Instagram, and TikTok using the campaign song. The initiative generated up to 7 million views across YouTube, Facebook, Instagram, and TikTok, whilst 18 flash mob activations attracted more than 3,000 visitors into retail stores. The campaign song was also played across 80 stores during the Chinese New Year period.

Premium gifting collaboration

Another recognised initiative featured Eu Yan Sang’s collaboration with Datuk Prof. Jimmy Choo for the “Auspicious Blessings” gift box collection. The campaign aimed to reposition Chinese New Year gifting through limited-edition packaging that combined traditional festive motifs with fashion-inspired design elements.

A launch event featuring Datuk Prof. Jimmy Choo introduced the collection to invited guests and media representatives. The initiative generated 702,000 views across social media platforms and expanded Eu Yan Sang’s festive campaign visibility during the Chinese New Year retail season.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].