TikTok promotes heartfelt message in Chinese New Year film
TikTok / Douyin has created a heartwarming film encouraging people to focus on the traditional elements of the holiday this Chinese New Year.
The film, created by Fred & Farid Shanghai, stars Chinese actor Andy Lau and runs across digital channels.
The film sees Lau writing a heartfelt message to TikTok / Douyin users sending good wishes for the festive season and encouraging people to focus on the traditional aspects of Chinese New Year.
The film references the traditional custom of giving Hongbao, or red envelopes filled with money, as a gesture of luck and good wishes during the Lunar New Year.
However, instead of money, the film emphasises the simple and heartfelt message of good wishes conveyed through a traditional Chinese letter by Andy Lau.
The campaign aims to shift the holiday focus away from the amount of money being given or the mechanism for sharing Hongbao to encourage people to spend time with family and enjoy simple things.