Naga DDB Tribal has produced the latest Chinese New Year festive film for U Mobile, titled Eternal Hearts, a heartfelt story that encourages Malaysians to make the effort to reconnect with the people who matter most.
In a festive season often defined by obligation and routine, the film challenges Malaysians to rethink what reunion really means — not as a once-a-year gathering, but as an act of effort. The film marks the first festive film from the U Mobile × Naga partnership, setting the tone for a more human, insight-led approach to festive storytelling.
Bernard Lee, Head of Brand & Marketing Services at U Mobile, said, “Connection has always been at the core of what we do at U Mobile. As families travel near and far to reunite during the festive season, we want to enable those unbeatable moments and help Malaysians stay close, wherever they are. Eternal Hearts is a reminder that staying connected starts with making the effort to reach out.”
At the heart of the story is an elderly Teochew couple celebrating their 50th wedding anniversary. Once close, their relationship has waned over time; a familiar tension many long-term relationships share. What unfolds is a surprising and deeply personal act of effort, as they embark on a journey of renewed connection and rediscovery.
Rather than leaning into festive clichés, ‘Eternal Hearts’ explores a universal truth: that the people closest to us are often the easiest to take for granted and the hardest to truly reconnect with unless we choose to try.
‘Eternal Hearts’ stands out as Malaysia’s first Chinese New Year film told in Teochew, reinforcing U Mobile’s commitment to cultural authenticity, representation and meaningful storytelling that mirrors the diversity of Malaysian culture.
Naga DDB Tribal partnered with production house BikinCita to bring the story to life. According to film director Barney Chua, the emotional core of the film lies in reconciliation. “Relationships don’t fall apart because of one moment, they weaken when effort fades. What we often see as irreparable are simply bonds that have been left unattended.” said Chua.
Chua added, “Love isn’t only romantic or celebratory, it’s something that needs to be worked on. ‘Eternal Hearts’ reflects a kind of love that has endured decades, accumulated wounds, and moments of distance, yet still has the capacity to grow stronger with effort.”
The decision to frame the story as a travel narrative was deliberate. Chua explained that travel brings out the best and worst of relationships, allowing the film to capture the emotional highs and lows of the story. The narrative also supports U Mobile’s best-in-class roaming proposition, which provides 15GB of free data monthly via plans like U Postpaid 98 and U Family 128.For Naga DDB Tribal, the film reflects a belief that festive storytelling should do more than tug at heartstrings.
Portraying an elderly couple not only amplifies unseen everyday tensions that bottle up, but also allows the film to connect more deeply across generations of Chinese Malaysians; challenging the notion that romance and the pursuit of it belong only to the young.
“Reunions shouldn’t only happen once a year,” said Walter Teoh, Executive Creative Director of Naga DDB Tribal. “They take time, commitment and effort. This story reminds us that even the thinnest bonds can be strengthened if we choose to try.”
“With so many things competing for our attention today, it’s easy to overlook the people closest to us,” added Andrea Ma, General Manager of Naga DDB Tribal. “This film is a wake-up call to reconnect — and to make the effort to stay connected.”
The agency hopes that the film moves Malaysians to make the effort to forge, rekindle and sustain meaningful connections this festive season.
Ultimately, the film is a reminder that connection doesn’t happen by chance. It happens when someone chooses to take the first step. And that connections are not sustained on their own – they are nurtured by the effort we all choose to put into them.
U Mobile and Naga DDB Tribal wish all Malaysians a Happy Chinese New Year.
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