Pay-TV operator Astro has launched its Chinese New Year 2024 campaign, “Happiness Goes a Long, Long Way” (开心龙龙Way) at Centre Court, Pavilion Kuala Lumpur on Dec 9, 2023.
The campaign is dedicated to preserving the essence of Astro’s Happy Dragon from 12 years ago, encouraging everyone to continuously spread and share happiness throughout the year.
Astro’s CNY mascot, Happy Dragon Kai Xin Long is back, accompanied by a new junior mascot, Le Long Long to spread joy and happiness to all Malaysians.
The launch event featured a star-studded ensemble of popular Astro and local celebrities, including Jiang Han, Jack Lim, Mei Yan and many others, who delivered captivating performances for fans and families.
Malaysians can look forward to an array of exciting offerings, including a special CNY music album, exclusive merchandise such as the Happy Dragon plush toy, a nationwide roadshow featuring performances by local artistes, CNY-themed WhatsApp stickers and a diverse range of CNY content to enrich the festive experience.
Celebration of longevity and heritage as The Malaysia Book of Records holder
Astro celebrated a significant milestone with the recognition by The Malaysia Book of Records for having the “Longest-running annual Chinese New Year music video producer” in Malaysia for 16 years in a row.
The achievement is a testament to Astro’s commitment to celebrating the rich traditions of Chinese culture and bringing joy to Malaysians during the special time of year.
CNY 2024 album featuring four new songs
Astro revealed its 16thCNY music album ‘Happy Dragons 2024’ and theme song titled “Happy LongLong Way”. The album was jointly created with Multimedia Entertainment and features over 60 artistes and four new songs with a unique story to each track.
The lead track, “Happy龙龙Way” (“Happy Long Long Way”) highlights the importance of passing down Chinese culture, especially New Year traditions from one generation to the next.
“有福” (“Blessed”) tells the story of universal blessings. With the belief that everyone is inherently blessed, this song encourages people to be resilient in the face of adversity.
“一条龙” (“One Dragon”) is a lively dance track that brings together Malaysian and Singaporean artistes. With simple yet catchy lyrics like “Raise your hands, draw a dragon,” this song blends traditional charm with modern rap and will put everyone in a mood to dance.
“过大大的年” (“Big New Year”) embraces the theme of ‘big’ to connect the festive New Year atmosphere for all generations with playful and amusing elements. The song highlights the pronunciation of “Da” (big) to announce the arrival of the prosperous New Year and expresses the meaning of inheritance through the retro and playful “Tiger Woohoo!” song.
Limited-edition Happy Dragons merchandise
As part of its Chinese New Year campaign, Astro is spreading happiness by offering Malaysians an exciting selection of exclusive Happy Dragons merchandise.
The highlight of the merchandise collection is the Happy Dragons plush toy set featuring Happy Dragons, Happy Dragons Junior and keychain.
Other merchandise includes CNY music album, USB flash drive, T-shirt, rubber stamp and comic books, all of which can be purchased at Popular bookstore and Popular Online, and on Shopee. The comic books are also available at Kinokuniya and Eslite.
To add more fun to their digital CNY greetings, Astro is also introducing a unique WhatsApp Sticker pack which is available for download on the My Astro and SYOK apps.
CNY Roadshow
Astro is kicking off a nationwide CNY roadshow starting with Aeon Bukit Tinggi, Klang on Jan 6, 2024 followed by Aeon Station 18, Ipoh on Jan 13, and Queensbay Mall, Penang on Jan 20 and 21, with the last stop at Aeon Tebrau City, Johor Bahru on Feb 3. Customers can look forward to live performances of the CNY album songs and exciting Happy Dragons merchandise giveaways.
Special curated CNY programmes
Astro customers can enjoy a special pop-up channel, ‘Long Long Fun’ (Channel 100), available from Feb 1 to 29, 2024 on TV, Astro GO and On Demand.
This channel brings mythical and enchanting world of dragons and other fantasy stories to life. It features content in multiple languages through subtitles.
Alongside the pop-up channel, Astro has lined up a series of original shows and programmes, such as Astro Originals drama series “The Hidden Dragon”, a festive-themed game show “Family Feud CNY” and “Classic Golden Melody CNY Concert”.
Other entertainments include Malaysia’s biggest “Astro CNY Countdown Gala 2024”, and Hokkien New Year countdown show “I Love Hua Hee Bai Ti Gong”, Feng Shui programme “Sifu! May I Ask”, “Heart2Heart Kitchen S6” and “Kampung Foodsteps CNY Special 2024” which explores the culinary treasures of Malaysia.
