How Resorts World Genting Elevated Its Lunar New Year Narrative with ‘CNY in the Sky’

Resorts World Genting has introduced “CNY in the Sky”, a Chinese New Year 2026 campaign that reframes festive traditions through immersive storytelling and high-altitude experiences.

At its core, the campaign centres on a new brand film crafted to bridge time-honoured Lunar New Year themes of reunion and renewal with Resorts World Genting’s ambition to create culturally resonant and visually compelling guest experiences. Rather than simply promoting events, Resorts World Genting’s narrative positions the resort itself as a stage for meaningful celebration high above the clouds.

A defining moment in the programme’s rollout is the Malaysia Book of Records recognition for the Genting SkyWorlds Immersive Studio as the country’s highest-altitude immersive attraction — a distinction that reinforces Resorts World Genting’s ongoing pivot toward experiential entertainment as a strategic differentiator.

The creative evolution of the campaign also includes the debut of Tian Ma, the official Chinese New Year mascot for 2026 and latest addition to Resorts World Genting’s character ecosystem. As the embodiment of the Horse zodiac, this character anchors the brand’s seasonal storytelling while extending physical touchpoints — including limited edition collectibles — to deepen engagement with loyalty members.

The campaign was led by independent consultancy Ampersand Advisory after a multi-agency pitch, with the firm shaping both the strategic idea and the narrative direction of the festive film. The visual storytelling was realised in collaboration with film director Chew Boon Wai, while production was handled by Mastermind.

Beyond the narrative and brand film, “CNY in the Sky” unfolds across the guest journey with a curated calendar of dining, entertainment and cultural experiences. Reunion dinners and seasonal menus sit alongside traditional elements such as Yee Sang offerings, lion dance performances and bazaars within key precincts of the resort. The campaign also incorporates immersive digital content and on-site activations, reflecting a broader industry trend toward blending physical and narrative-led brand moments.

Strategically, the campaign signals how legacy hospitality brands can leverage cultural moments for differentiated storytelling. Instead of relying solely on promotional mechanics, Resorts World Genting’s integrated effort layers narrative, character development and immersive execution — a shift that aligns with increasing consumer expectations for experience-rich brand engagement.

“CNY in the Sky” also sets the tone for a year of elevated programming at Resorts World Genting, with additional seasonal experiences and engagements planned across its entertainment, dining and retail ecosystems.