KUALA LUMPUR, MALAYSIA – Dentsu Creative Malaysia’s heartfelt Chinese New Year brand film for Marrybrown, “纸为你” (pronounced zhǐ wèi nǐ) or “Crafted for Love”, celebrates the quiet beauty of traditions passed down through generations, through the delicate art of paper cutting.
The campaign’s title is a poetic wordplay carrying dual meanings. Its literal translation, “Paper for You”, references Chinese paper cutting, while also plays on the phrase “Only for You”, reflecting both the film’s emotional core and its use of traditional Chinese paper cutting as a storytelling medium.
Long associated with Chinese New Year festivities as symbols of blessing and good fortune, paper cuttings are a heritage craft that is increasingly at risk of fading away, making it a natural medium through which to tell a story about legacy and family connections.
The two-minute hero film follows the evolving relationship between a grandmother and her granddaughter over the years. Through years marked by closeness, distance, and eventual reunion, paper cutting functions both as a visual motif and a narrative metaphor, representing the passing down of love, values, and blessings across generations. In doing so, the story mirrors Marrybrown’s role as familiar presence that brings families together during meaningful moments of celebration.
The campaign also marks the return of Marrybrown’s long-standing Chinese New Year staple, Egg-stra Ong, a limited-edition salted egg sauce that has become a festive staple for the brand and its customers.
Dentsu Creative Malaysia led the campaign’s creative ideation and storytelling, producing the digital hero film alongside supporting social content designed for online platforms.
Lynn Low, Chief Marketing Officer, Marrybrown Sdn Bhd, commented, “Marrybrown has grown alongside families for generations, which gives us deep respect for the traditions that shape those relationships. We value those quiet, meaningful moments that bring families together across generations, and our partnership with dentsu for this campaign allowed us express how Marrybrown continues to be part of these legacies over time.”
Steve Ooi, Creative Director, Dentsu Creative Malaysia, commented, “Marrybrown belongs to Malaysian culture in a way very few brands do. People do not just know it, they feel it. That sense of belonging influenced every decision we made. The film was built to mirror how the brand already exists in people’s lives, where it is close to home, present during celebrations, and quietly tied to family moments that last beyond the season.”
The campaign will run until 5 March 2026 in Malaysia across digital video and social platforms, reinforcing themes of family, heritage, and legacy through a culturally resonant narrative.
纸为你 adds to Dentsu Creative Malaysia’s growing body of culturally driven work for Marrybrown, following previous campaigns such as Marrybrown Molek Bersama for Ramadan and the launch of the Mala-AAAGH! flavour.
