Khazanah Nasional celebrates traditional dishes in new film

Khazanah Nasional has released a new campaign for Chinese New Year, in line with its 30th anniversary celebration. The campaign aims to encapsulate the values of unity, inclusiveness, community engagement and forward-looking actions. 

The "Roots of goodness" is a Chinese New Year film that intends to be a warm celebration tied to the values that Khazanah Nasional upholds. "Roots of goodness" celebrates the traditional meanings behind some much-loved Chinese New Year reunion dishes. It also takes a look at how traditions of the past, become roots of goodness that gets carried on into the present and the future. 

The campaign was created in collaboration with Ironwoods Agencies and Fastman Studios.

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In the film, viewers follow a character named Ah Boy who watches his grandmother 'Ah Po' cook and prepare yam and braised meat. Halfway through, they are greeted by a neighbour named Wati who gifts them a fish for the new year. 

Ah Boy and Ah Po then return to the kitchen and began preparing more dishes for the reunion dinner together. Throughout the process, Ah Po shares some wisdom about the special dishes. 

The film ends with the family sitting down at the table and enjoying their reunion dinner together. The scene is followed by a message from Khazanah Nasional that reads "Honouring our past, embracing the present, and shaping our future." 

Similarly, Malaysian oil and gas company PETRONAS has released brand films as part of its golden birthday activities under the "PETRONAS 50 Dreams" campaign. The campaign was also kicked off with two Chinese New Year brand films titled "When the heart calls" and "To those who wait to celebrate".

The films weave together two perspectives across two different eras following a character named Ting Ting. "When the heart calls" sees a young Ting Ting calling her family on the first day of Chinese New Year in the year 1980. 

Meanwhile, "To those who wait to celebrate" sees an older Ting Ting and her husband sharing traditions they uphold to their youngest daughter as they await for the return of their eldest daughter on the second day of Chinese New Year. 

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