Eu Yan Sang Taps Into Generational Gap for Chinese New Year Campaign

Chinese medicine giant Eu Yan Sang has launched an integrated Chinese New Year campaign across Hong Kong and Macau by tapping into the emotional side of the festive period and calling attention to how Chinese parents show their love.

The Chinese way to say “I love you” presents itself in many complex forms but is rarely obvious. The heart of the campaign focuses on “unspoken feelings” between generations, recreating relatable scenarios that illustrate the way traditional Chinese families tend to not openly say how they feel, but express affections in their own way – whether expressing verbal disapprovals under the guise of encouraging strength and growth, or discreetly taking care of family problems quietly and unprompted.

Richie Eu, Managing Director of Eu Yan Sang Trading (Hong Kong), said: “In this campaign, we intend to connect with our audience by bridging an “unspoken” gap between generations. As a 138-year old company, we’re honoured to have supported the health and wellbeing of generations. This campaign underlines our commitment in continuing to be progressive and modern, while remaining authentic and relatable.”

Tim Ho, Creative Director & Partner of Constant, the creative agency behind the campaign, said: “Eu Yan Sang is a household name in Asia, and they are in a unique position of appealing to a diverse audience by modernising and changing the narrative of an industry that is typically perceived as rather traditional. We’ve been working closely with Eu Yan Sang Hong Kong and excited to play a role in their evolution.”

The campaign includes online, social, print and MTR advertisements and will run until February 16.