Aiken puts comedic twist on Chinese mythology in cheeky CNY film

Beauty brand Aiken has unveiled a cheeky and heartwarming Chinese New Year (CNY) campaign titled "Double the brightness for a brighter year". The campaign introduces a comedic twist to Chinese mythology and features an overworked Goddess of Fortune named Choy San, who enlists the help of the newly invented Goddess of Beauty. 

The Goddess of Beauty, named Leng Lui San, is a personification of Aiken. In the film Choy San is seen attempting to answer to the prayers of humans who frequently ask her if they can make them pretty. In anger, Choy San said "How to trigger a Choy San?" and how she can't make humans pretty. As she descends from the heavens to tell a girl that she can't make her pretty, Leng Lui San appears to tell them how Aiken can make them look brighter and more attractive this Chinese New Year. 

The campaign stars influencer Elaine Ying as Choy San and Gigi Cheok as Leng Lui San. Ying is famed for her "How to trigger" comedic series while Cheoh embodies the radiant Goddess of Beauty, according to a statement seen by A+M. 

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The campaign will run until mid-February and will showcase the Aiken brightening skincare range including Aiken Vita-C Bright and Aiken Ceramide Bright. To amplify the festive cheer, Aiken will be hosting a meet and greet session where fans can meet the Goddesses and partake in a giveaway while visiting pharmacies. 

Additionally, a TikTok livestream will be scheduled for 25 January from 8PM to 10PM to showcase the brightening range to viewers at home. 

The campaign is created in collaboration with MBCS. 

“Chinese New Year is an incredibly busy time for everyone, including Choy San. MBCS has cleverly tied this cultural significance into a story that reflects how beauty is a treasure in itself. With Aiken’s brightening skincare range, we’re offering consumers an effective yet affordable way to achieve radiant skin without stretching their wallets. This CNY, we hope Malaysians shine brighter than ever with the help of the Goddess of Beauty," said Saki Goh, senior general manager of Wipro Unza. 

”Gods hold a central place in Chinese culture, with prosperity and fortune taking centre stage during CNY. Beauty, too, is a modern form of fortune. By reimagining Choy San as a female and creating the Goddess of Beauty, we bring cultural relevance and humour to the campaign while highlighting the brightening power of Aiken’s skincare range. After all, why settle for one God when you can have two?" added Christopher Chong, creative director of MBCS. 

Last year, Aiken also brought its Vita-C bright skincare range to the forefront for CNY. Only instead of tapping into Chinese mythology, it paid homage to Hong Kong actor and filmmaker Stephen Chow. The brand film featured five women singing and dancing before getting hit by a soccer ball kicked by a group of men. The two teams then challenge each other to a match. 

Each member of the women's team proceeded to use Aiken's Vita-C bright skincare range, brightening their skins and gaining extra powers. 

Their bright skins later blind the men players and allow them to win the soccer match. The film ends with the group of men using the same skincare range and claiming that Chow will cast them in his next movie. 

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