Yee Lee joins radio station 988 to bring festive cheer to Malaysians
Chinese New Year is only a week away, and 988’s album Sweet Sweet Good Year is livening things up with upbeat ditties performed by the radio station’s popular deejays for a happy and prosperous celebration.
The limited edition CNY album, also available online via 988 store on Shopee (shopee.com.my/988_smrg), is packaged in a boxset with a five-track CD, a desktop calendar and a packet of red envelopes.
Yee Lee Corporation head of corporate branding Dominic PohThis year, 988 has partnered with homegrown fast-moving consumer goods company Yee Lee for a CNY album promotional campaignrevolving around its series of flagship cooking oils – Red Eagle, SunLico, NeuVida.
According to Yee Lee Corporation head of corporate branding Dominic Poh, it is “the first time that Yee Lee has embarked on such a wide-ranging and comprehensive campaign to bring festive cheer to Malaysian households”.
“Chinese New Year is a very significant celebration here in Malaysia, and cooking oil is honestly a very unsung hero that helps to bring the family together during the reunion feast, ” Poh said in a recent interview.
“Yee Lee has always been inspired by 988 – just like how 988 has embraced digital transformation while interacting with their listeners, Yee Lee also hopes to transform its connection with consumers via an entertainment platform in keeping with changing times.”
As 988’s strategic partner, Yee Lee is dishing out an array of festive goodies to help Malaysians take their year to a sweet and auspicious start.
Prosperity Bowl Set
988’s CNY mascot for 2020’s Year of the Rat is an animated mouse character named Sugar, which is featured on Yee Lee’s limited edition three-piece Prosperity bowl set, comprising a porcelain bowl, a porcelain spoon and a pair of chopsticks.
Prosperity bowl setThe set is redeemablefor free with a minimum purchase of RM30 worth of Red Eagle, SunLico or NeuVida cooking oil in a single receipt. Weekend shoppers (Friday, Saturday, Sunday) can get the set with a special minimum purchase price of RM20.
Auspicious CNY Dishes
Five must-try recipes for CNY dishes have been specially developed by the Grand Imperial Group executive chief chef Chew Yow Chuen using Yee Lee’s flagship cooking oils. These recipes are presented on Yee Lee’s YouTube channel, and have auspicious names like Abundance Of Good Tidings Every Year (Deep-fried Threadfin), Rising Step-By-Step Every Year (Fried Yam and Glutinous Rice Cake), Laughing Every Day (Deep-fried Large Ming Prawns), Everybody Prospers (Hometown Buddha’s Delight With Fermented Beancurd), and Prosperity Toss Salad (Ice Fish Yee Sang).
CNY music videos
988 has released three CNY music videos, and Yee Lee’s traditional favourite Red Eagle Cooking Oil makes a special appearance in the title track Sweet Sweet Good Year, along with four of the aforementioned CNY dishes. The music videos are available on the YouTube channels of Yee Lee and 988 radio station.
CNY album promo tour
On Jan 18,988 will be wrapping its CNY album promo tour with a couple of roadshows in Klang Valley. To meet your favourite deejays and score some CNY goodies from Yee Lee and 988, make your way to Aeon Mall Kepong at 1pm and to Sunway Velocity Mall at 7pm.
Sugar is the name of the mascot for the CNY 2020 campaign by Yee Lee and 988. photo: handoutHappy Mouse Family CNY radio drama
This CNY comedy tells of 12 creatures living in the Kingdom of the 12 animals of the Chinese zodiac. Upon advice from a fortune teller, the local tycoon Master Mouse seeks a suitor for his daughter Mini. After overcoming various trials and tribulations, they find her a perfect partner in Miki. The 10-episode radio drama is airing in 988’s usual radio drama slot (Monday to Friday, 12pm to 12.30pm), with its finale on Jan 24.
City Heartbeat CNY Edition
988 radio stalwart Chan Fong is well-loved for his evening talk show City Heartbeat where he invites callers to air their grievances while he dishes out practical advice.
This festive season, Chan will be taking calls from 988 listeners who are unable to make it home for their family reunion, and helping them to convey heartwarming messages to their loved ones. This special CNY edition is will air in the usual City Heartbeat slot (Friday night, from 8pm to 12 midnight), with its finale on Jan 31.
Visit Yee Lee’s official website (yeelee.com.my/cny2020) to check out all the goodies available during the CNY campaign period.
Download the all-new 988 app (Google Play, App Store) to experience a new audiovisual experience with the radio station’s latest content.
Stay tuned to 988 for updates. Visit 988’s website, Youtube, Facebook, Instagram, Twitter, Weiboto keep up-to-date with all the exciting activities for this coming festive season.
988 is part of the Star Media Radio Group.
Food & Beverage Entertainment Malaysia
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