WhatsApp and Gen Z creator help HKers navigate awkward moments this CNY

WhatsApp has partnered with Hong Kong Gen Z creator Kwan Moon (@21kwanmoon) to launch a sticker pack that help Hongkongers navigate awkward moments this Chinese New Year.

This is part of WhatsApp's social campaign that aims to remind consumers that the platform is the go-to space for their most private and intimate conversations during the festive season. WhatsApp believes that while Lunar New Year is a time for family and friends, social gatherings can sometimes lead to awkward moments such as forgetting a distant relative’s name or facing overly personal questions.

This sticker pack features Kwan Moon in various roles, such as a young girl, a businesswoman, and a grandma, with dialogues such as “你問我 我問邊個啊?” (You ask me, I ask who?), “講多謝吖“ (Say thank you), and “我唔要啊” (I don't want that). 

While Kwan Moon’s name literally means "close the door”, WhatsApp has also launched a content series around the idea “closer behind closed doors” (#關埋門講嘅嘢), featuring the best comebacks and inner circle side chats to Lunar New Year-related questions from distant relatives. This central creative concept is reflected across various consumer touchpoints, including an Instagram reel featuring Kwan Moon. The reel features the awkward situations Hongkongers may encounter during family gatherings and highlights the need to vent to their friends privately using the themed WhatsApp stickers.

Additionally, six animated videos have been released on Meta Hong Kong’s Facebook page to encourage users to incorporate the stickers into their private chats on WhatsApp.

Back in February last year, WhatsApp partnered with local feng shui master Thierry Chow to provide tips for improving users' chat experiences based on their zodiac signs. This partnership aimed to help each zodiac sign achieve smooth sailing in their endeavors, advance their careers, strengthen relationships, and turn misfortune into good fortune.

Related articles:

WhatsApp's latest AI ad capabilities: A knife in the hands of business?
Whatsapp for businesses gets AI-driven ad injection
WhatsApp partners feng shui expert to unveil V-day texting guide