Singtel releases annual Chinese New Year film

Source: Singtel. Thumbnail from Once Upon a CNY.

Singtel has launched its 2025 Chinese New Year (CNY) film, Once Upon a CNY. The humorous short film spotlights AI and innovation.

In the film, wife and mother Mei and her struggles with preparations for her family’s CNY celebration. The accidental but timely intervention of an AI assistant helps her visualise a brave new world where the latest technologies allow her to tackle her tasks with unprecedented ease. This inspires her to embrace more smart technology in real life, paving the way for getting everything done in time for the traditional reunion dinner.

Yuen Kuan Moon, Singtel Group CEO, said: “We have always strived to stay abreast of technology to serve our customers better and this year, AI-driven innovation will definitely be front and centre as we bring its transformative powers to our retail and enterprise customers. By showing how AI can even transform everyday life at home, we are underlining our commitment to making AI accessible to all by enriching consumers lives and empowering enterprises to innovate, reinvent themselves and grow.”

The film features Mei and her husband, played by well-known artiste Pam Oei and Benjamin Heng respectively. It starts with a frazzled Mei confronting an empty fridge, a long to-do list and a messy kitchen, the aftermath of a bout of pineapple tart-making. When bombarded by requests from her husband and daughter, it is the last straw. She exclaims in frustration that she cannot be “everything everywhere all at once!” 

At that moment, Mei realises that she has burnt her pineapple tarts. She then wonders aloud how she will get everything ready in time for Chinese New Year. An AI assistant accidentally answers her call for help, pulling her into an alternate reality to show her a spotless kitchen, well-stocked fridge and perfectly-baked pineapple tarts. 

Mei returns to her own reality inspired and transformed. She uses Wi-Fi 7 to manage smart appliances such as a smart fridge and robot vacuum, which turn time-consuming festive preparations such as spring cleaning and cooking into a thing of the past. The family bond happily over a reunion dinner. 

Mei’s declaration that she cannot be “everything everywhere all at once”, as well as her traversing different realities, are playful nods to the Hollywood film of the same name. Lian Pek, Singtel’s VP of Group Strategic Communications and Brand, said: “The burnt out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home. 

"This is especially pertinent during festive occasions like Chinese New Year where everyone can arm themselves with the latest technology to make their lives easier. As a company that derives its purpose from empowering customers, this film is about how technology can do wonders in helping us keep traditions alive!” 

Singtel earlier announced that it will be making the benefits of AI easily accessible to consumers by offering customers a free 1-year subscription to Perplexity Pro, an AI search service designed to simplify the process of finding information online. The AI assistant in Once Upon a CNY is a tongue-in-cheek reference to Perplexity and its capabilities, including its ability to provide comprehensive responses to queries as well as generate images. 

In recent months, Singtel has upped the ante on AI innovation across its businesses, from embedding AI in its data centre and information and communication technology (ICT) arms to deploying AI in its customer service functions. 

Once Upon a CNY is the latest addition to Singtel’s library of brand stories, which aim to convey the company’s brand promise of making positive impact on people and businesses.

Singtel’s last Chinese New Year film, A Date With Spring, featured “Uncle Heng”, who uses technology to revive his passion for roller-skating and connect with his community. The festive series, which includes Don’t Worry, Be Hoppy!, His Grandfather’s Road, My Grandmother’s House, and The Hunt For The Lucky Tiger, revolves around the theme of family bonds. The series has accumulated over 56 million views to date. Singtel also has other AI-related films, such as AI Do.

Explore 

Once Upon a CNY airs on Singtel TV and various social media channels up to 12 February. Discover the final hurdle that Mei’s family faces in their Chinese New Year celebrations by watching the full film at https://www.youtube.com/watch?v=0r6hAbrnp04

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