GUARDIAN LAUNCHES ‘STAY ONG IN HEALTH AND RADIANCE’ CNY CAMPAIGN

KUALA LUMPUR, Jan 16 (Bernama) -- Guardian Malaysia (Guardian) has launched its Chinese New Year (CNY) campaign themed ‘Stay ONG in Health and Radiance’, featuring a five-part mini drama, experiential events and festive promotions aimed at redefining the meaning of ONG across generations.

Guardian in a statement said the campaign, running through most weeks of January and February 2026, aims to bridge the generational divide by inspiring Malaysians with a fresh take on the meaning and interpretations of seeking ONG during the lunar new year.

The mini drama, which debuted online yesterday, seeks to inspire Malaysians to live well via focussing on self-care as well as the care for loved ones. 

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“Through the mini drama, Malaysians are invited into the lives of the Ong family household’s CNY preparations and through various episodic interactions and engagements that have been creatively named ‘The Beauty Queen’ and ‘The Oral Ace’ amongst others, the Ong family members would finally discover the true meaning of ONG,” according to the statement.

In conjunction with the campaign, Guardian is hosting an experiential event titled ‘Unlock Your Ong’ at Pavilion Bukit Jalil, from yesterday until Sunday, in collaboration with Platinum brand partners Dove, Skintific, Garnier and Silkygirl.

It said, the event features activities at the store and atrium focusing on radiance, beauty and health, including skincare consultations, make-up tips and health advice, along with a ‘Wall of ONG’, a ‘Trail of ONG’, festive deals, members-only giveaways and beauty surprises.

Shoppers can also enjoy ang pow packet giveaways, lion dance performances, previews of the mini drama and MYguardian Rewards members-exclusive ‘Your ONG, Your Way’ deals, available both in-store and online.

As part of the campaign, Guardian is also offering promotions including savings of up to 50 per cent on more than 8,000 products, member-only ang pow giveaways with bounce-back vouchers, limited-edition Lucky Bags, selected product discounts and savings on baby and kids’ care items.

MYguardian Rewards members can also participate in a Shop and Win contest with prizes of 8,888,888 MYpoints for 10 winners, receive RM250 worth of coupons and earn double bonus points during the campaign period.

Meanwhile, Guardian marketing director Anna Ng in the statement said although the pursuit of ONG is synonymous with Chinese New Year, each generation in the family these days sees ONG in slightly different lights.

She said patriarchal family members see ONG as representing family togetherness and tradition while the parental generations take it as representing financial wealth and stability while the younger generations link ONG symbolically to self-expression and confidence. 

“We believe that ONG truly means health, wellness and beauty that is shared across generations of family members. It goes beyond prosperity. It extends beyond surface wishes and greetings. Guardian as the trusted advisor of wellness believes that ONG resonates deeply with radiance, vitality, health and beauty.

“Guardian is your go-to destination for health, beauty and festive wellness. We want our shoppers to feel excited, inspired and personally connected to the renewed interpretations of true ONG. Come to guardian Malaysia for all the ONG-ness that you want and desire for YOU and YOUR family,” she added.

-- BERNAMA