Singtel's New CNY Film Puts AI in the Spotlight!

Introduction to Singtel's AI-Focused CNY Film

Singtel's 2025 Chinese New Year (CNY) film, "Once Upon a CNY," explores the intersection of artificial intelligence and traditional celebrations. With a creative nod to "Everything Everywhere All at Once," this project illustrates Singtel's commitment to making AI technology accessible and beneficial to everyday life. The storyline follows Mei, a mother who learns to integrate AI into her CNY preparations, transforming potential stress into a celebration of innovation and ease.

Produced in collaboration with Akanga Films, "Once Upon a CNY" is set to captivate audiences from January 17 to February 12, airing on Singtel TV and across various social media platforms. The film stars Pam Oei as Mei and Benjamin Heng as her husband, delivering a relatable narrative enriched with humor and cultural insight. Alongside the film, Singtel offers viewers a promotional one-year subscription to Perplexity Pro, an AI-powered search service designed to enhance online information retrieval.

Singtel has a commendable track record with its CNY films, having amassed over 56 million views from previous releases such as "A Date With Spring," "Don't Worry, Be Hoppy!", and "The Hunt For The Lucky Tiger." These films have been celebrated for their engaging storytelling that mixes cultural relevance with modern technological themes. "Once Upon a CNY" continues this tradition by integrating an AI assistant into the narrative, showcasing how smart technology can alleviate the burdens of traditional CNY festivities.

Expert opinions highlight the strategic depth behind Singtel's latest campaign. Yuen Kuan Moon, Singtel Group CEO, emphasizes the film as a demonstration of how AI can significantly enhance daily life while reflecting Singtel's mission to democratize AI. Lian Pek, VP of Group Strategic Communications and Brand at Singtel, explains that Mei's journey through CNY preparation embodies the campaign's intention: to illustrate AI's practical applications in reducing holiday stress and fostering family time. Analysts praise the film's cultural ties and concrete demonstration of Singtel's AI initiatives.

Public response to "Once Upon a CNY" has been largely positive. Viewers resonate with Mei's character and appreciate the film's imaginative approach to integrating AI into holiday traditions. The humorous and culturally nuanced narrative, paired with a promotional AI service, has sparked conversation across social media. While some critique the Perplexity Pro offer, the overall reception underscores a growing acceptance of AI's role in enhancing cultural experiences.

The film's success speaks to broader trends in the AI landscape during traditional celebrations. Companies like Meta and Samsung similarly harness AI to modernize festive practices, reflecting an industry-wide shift towards digital integration. Future implications of this trend may include new economic opportunities through AI-driven cultural products, a transformation of social norms around traditional practices, and the evolution of cultural celebrations into hybrid experiences enhanced by AI innovation.

Production Details and Key Cast Members

Singtel's 2025 Chinese New Year (CNY) film, titled "Once Upon a CNY", showcases the intersection of tradition and modern technology. This innovative film is a collaborative production between Singtel and Akanga Films, and it's set to air from January 17 to February 12 across Singtel TV and social media platforms. By featuring AI as a central theme, the film not only entertains but also educates about the potential of AI in simplifying everyday tasks, especially during the bustling CNY season.

At the heart of the story is Mei, played by actress Pam Oei, who is depicted as a mother overwhelmed with CNY preparations. Her journey illustrates how AI technology can alleviate the stress of holiday tasks, demonstrating Singtel's vision of integrating AI to make life simpler and more enjoyable. Accompanying Mei in this narrative is her husband, portrayed by Benjamin Heng. Their characters bring life and relatability to the film, resonating with many families who experience similar challenges during festive periods.

Adding a unique twist, "Once Upon a CNY" makes creative references to the film "Everything Everywhere All at Once", reflecting cultural trends and making complex AI concepts more approachable for a wider audience. Additionally, Singtel reinforces its commitment to innovation by offering a promotional 1-year free subscription to the Perplexity Pro AI search service, thus ensuring that the film's message of AI accessibility reaches beyond the screen.

The decision to set the film against the backdrop of Chinese New Year—a time steeped in tradition and cultural significance—highlights Singtel's strategy of harmonizing modern technology with cultural heritage. By illustrating AI’s role in enhancing traditional celebrations, the film aligns with broader industry trends where companies like Meta, Samsung, and DBS are also integrating AI into cultural festivities.

In line with these technological advancements, Singtel's film emphasizes AI's potential not just in simplifying tasks but also in fostering quality family time. This aligns with the expert perspectives of Singtel's leadership, including CEO Yuen Kuan Moon and VP of Group Strategic Communications and Brand Lian Pek, who advocate for AI as a tool for enhancing life and retaining cultural meaning.

AI Integration in "Once Upon a CNY"

Singtel's latest film, 'Once Upon a CNY,' epitomizes the intersection of traditional celebrations and modern technology. As Chinese New Year approaches, Singtel introduces an innovative narrative that centers around a mother named Mei, portrayed by actress Pam Oei, who discovers the efficiencies of AI in managing festive preparations. This film not only showcases Singtel's commitment to AI innovation but also highlights the cultural significance of the Chinese New Year, making it an engaging experience for both technology enthusiasts and traditionalists alike. Mei's journey reflects the film's underlying message: technology, particularly AI, can be an enabler of joyous and less stressful celebrations.

Produced by Akanga Films, 'Once Upon a CNY' will reach audiences through Singtel TV and social media platforms from January 17 to February 12, 2025. The film succeeds not only as an entertaining piece but also as a strategic marketing initiative, offering Singtel customers a promotional one-year free subscription to Perplexity Pro, an AI-driven search service. This incentive aligns with Singtel's strategic goal of demonstrating practical AI applications, thereby encouraging wider adoption. Viewing this film through both artistic and commercial lenses reveals Singtel's astute approach to merging AI technology with beloved cultural narratives.

The film's creative nod to the multi-verse adventure narrative style seen in 'Everything Everywhere All at Once' serves several purposes. It provides a familiar yet fresh storyline that captivates audiences, making AI technology more approachable. The film uses alternate realities to illustrate how AI can transform and simplify the routine tasks associated with Chinese New Year, promoting the idea that embracing technology can lead to more enriching and less burdensome festive experiences. This portrayal resonates with many viewers, particularly overwhelmed parents, by offering a humorous and relatable perspective on tradition and modernization.

Singtel's 'Once Upon a CNY' film, along with contemporary AI initiatives by tech giants like Meta and Samsung, marks a broader trend in integrating AI into cultural festivals. Meta's AI-powered Lunar New Year interfaces and Samsung's AI-enhanced smart home ecosystem underscore a movement toward modernizing traditions through technology. This shift signals an economic opportunity for tech companies to develop new AI-enhanced products and services tailored for cultural celebrations, thereby creating a new market sector. The collaborative involvement of multiple companies, as seen in efforts by the Singapore Tourism Board, highlights an emerging industry-wide initiative to blend the old with the new.

Singtel's endeavor is not just limited to entertainment; it reflects a significant shift in societal and cultural dynamics. As AI technology becomes more intertwined with cultural celebrations like Chinese New Year, it could lead to a social transformation where traditions evolve to incorporate technological advancements. This evolution might foster greater acceptance of technology among traditionalists and create new cultural norms, though it risks sidelining traditional skills in favor of AI solutions. Nevertheless, with balanced integration, technology like AI can preserve cultural heritage by making traditional practices more accessible and appealing to younger generations.

Public reactions to 'Once Upon a CNY' have been largely positive, highlighting its engaging portrayal of family life and AI's potential role in traditional festivities. The character of Mei, the burnt-out mom, strikes a chord with many viewers, especially those who relate to the hectic nature of holiday preparations. While the film humorously addresses the potential of AI in easing these burdens, it also draws attention to practical issues, such as the mixed responses to the film's promotional offers like the free Perplexity Pro subscription. These reactions point to a growing acceptance of AI yet also signal the careful balance needed between innovation and consumer expectations.

Viewership and Past CNY Film Success

Singtel's 2025 Chinese New Year film, "Once Upon a CNY," marks an innovative approach to merging traditional celebrations with modern technology, particularly through the use of Artificial Intelligence (AI). As an ongoing trend in CNY films, Singtel has previously achieved significant success with various productions such as "A Date With Spring," "Don't Worry, Be Hoppy!", and "The Hunt For The Lucky Tiger." These films collectively boast an impressive 56 million views, indicating robust viewer engagement and the cultural resonance of their themes. The incorporation of AI in this year's film not only continues this legacy of success but also reflects an adaptation to modern digital landscapes, appealing to tech-savvy audiences worldwide.

The 2025 film engages viewers by depicting how AI can simplify the traditionally elaborate CNY preparations, a theme made relatable through the story of Mei, a mother balancing cultural duties and modern conveniences. By drawing parallels with the popular film "Everything Everywhere All at Once," Singtel successfully blends entertainment with messaging that highlights AI's potential in enhancing daily life. This narrative strategy has been vital in making the film accessible and appealing to a broad audience.

In supporting its thematic embrace of AI, Singtel offers a 1-year free subscription to Perplexity Pro, an AI search service aimed at streamlining the way users engage with information. This promotional offer not only incentivizes viewers but also strengthens Singtel's brand positioning as a leader in AI integration. Alongside this, the strategic collaboration with Akanga Films and featuring talents like Pam Oei and Benjamin Heng further attests to the film's strong production value.

Past successes of Singtel's productions have shown that their approach in using engaging narratives and contemporary themes resonates well with their audience, reinforcing their brand's presence during significant cultural periods like the Chinese New Year. As Singtel continues to adapt to cultural and technological shifts, their films serve as both a cultural celebration and a showcase of evolving digital integrations.

AI Impact on Traditions and Daily Life

The 2025 Chinese New Year film by Singtel, "Once Upon a CNY", introduces AI in festive preparations, offering a modern take on traditional celebrations. By focusing on a mother, Mei, the film showcases the benefits of AI technologies in managing holiday tasks efficiently. This film, reminiscent of "Everything Everywhere All at Once", underscores Singtel's dedication to making AI accessible, broadcasting on platforms like Singtel TV and social media, and stands out with its promotional offer of Perplexity Pro's AI search service, aiming to further involve consumers in the digital future.

Singtel's track record with Chinese New Year films is impressive, with previous successes like "A Date With Spring" and "The Hunt For The Lucky Tiger" amassing millions of views. This demonstrates their adeptness in connecting with audiences through relatable storytelling, now elevated with the integration of AI. The introduction of an AI assistant in "Once Upon a CNY" exemplifies how technology can alleviate stress related to festive preparations, positioning Singtel's AI initiatives not just as a marketing strategy, but as practical tools enhancing everyday life and cultural observances.

The broader context in 2025 sees tech giants like Meta and Samsung also integrating AI into festive traditions, highlighting an industry-wide trend. These efforts are aimed at making celebrations more interactive and efficient through technology. Singtel's initiative is part of a larger movement, with campaigns such as Singapore Tourism Board's "Smart CNY" and DBS Bank's AI-driven financial tools, illustrating a shift towards digitized, technology-enhanced cultural participation. This reflects a societal embrace of digital solutions to enhance traditional experiences.

Experts, including Singtel Group CEO Yuen Kuan Moon, note that this campaign not only aligns with the company's strategic goals of enhancing customer experiences through AI but also contributes to broader societal discussions on how technology intersects with cultural traditions. This cultural relevance is amplified by the film's creative connections to popular cultural icons, making AI more relatable and approachable to the public. Marketing analysts emphasize the campaign's ability to blend entertainment with valuable brand messaging, making it a strategic endeavor.

Public reactions to "Once Upon a CNY" have been largely positive, resonating particularly with parents who find the portrayal of a mother's preparation struggles relatable. The humorous take and AI themes drew acclaim for creatively illustrating AI's role in daily life. While some criticism was noted regarding the Perplexity Pro subscription offer, the film successfully captured audiences with its imaginative storytelling and relevance to modern-day challenges of balancing tradition and technology. This positive reception underscores the potential of AI to enrich cultural narratives moving forward.

Looking forward, the integration of AI in cultural celebrations like Chinese New Year signals potential economic benefits for tech companies, while prompting traditional businesses to adapt or risk being left behind. This evolution could alter consumer spending patterns during festivals. It also hints at a looming social transformation, where cultural norms evolve as technology becomes more embedded in traditional practices, raising concerns about preserving traditional skills. The fusion of AI with cultural elements may lead to new celebratory forms, enriching cultural experiences while nurturing tradition through innovation.

In the realm of technology integration, the rapid adoption of AI in cultural festivals suggests a future where sophisticated AI tools become standard in global celebrations, balancing cultural authenticity with technological growth. These developments highlight an ongoing dialogue between maintaining cultural integrity and embracing modern technological advancements, potentially setting the stage for a new era of cultural participation that bridges generational gaps and creates inclusive festive experiences.

Promotional Offer: Perplexity Pro AI Search

Singtel's innovative use of technology in its 2025 Chinese New Year film "Once Upon a CNY" is a testament to the growing integration of AI in everyday life. With a storyline that cleverly mirrors the themes from "Everything Everywhere All at Once," the film features a mother named Mei, masterfully portrayed by Pam Oei, who navigates the complexities of CNY preparations with the help of AI. This narrative not only entertains but also positions Singtel as a leader in making AI accessible and beneficial to the public.

Broadcast and Viewing Platforms

The film 'Once Upon a CNY' by Singtel marks a significant trend in the use of digital platforms for event broadcasting and viewing. As the film airs from January 17 to February 12, 2025, it will be accessible not only on Singtel TV but also across various social media platforms. This strategic distribution plan capitalizes on the wide reach of these platforms, ensuring maximum audience engagement. Platforms like Facebook, Instagram, and YouTube become key players in how audiences consume festive content, allowing for real-time interactions and feedback that traditional TV could not offer.

The decision to air the film on both traditional and digital platforms underscores the growing importance of multi-channel distribution. This mirrors broader industry trends where companies seek to reach audiences across different media channels, responding to changing consumer behaviors. By utilizing these platforms, Singtel ensures that its message reaches different audience demographics, catering to both traditional viewers who may prefer television and younger audiences who are more engaged online.

Moreover, the presence of the film on social media encourages active participation from the audience, turning viewers into ambassadors who can share the content within their networks. This potentially enhances the film's reach and impact, drawing in viewers who might not have been in the initial target audience. Social media's role is pivotal in shaping viewing experiences, where features like shares, comments, and likes become part of the engagement strategy.

Singtel's approach aligns with a wider trend seen across various sectors during the festive season. Other companies have similarly adopted digital means to enhance celebrations, as seen with Meta's AI-powered Lunar New Year campaign and Samsung's smart home ecosystem, both of which leverage social media and digital platforms extensively. These platforms thus become crucial arenas for cultural expression, evolving how traditions are celebrated and appreciated in a digital age.

Cultural Resonance and Viewer Reactions

The release of Singtel's 2025 Chinese New Year film, "Once Upon a CNY," captures a blend of cultural resonance and technology integration, generating a diverse array of viewer reactions. The film's creative nod to the popular movie "Everything Everywhere All at Once" not only adds a layer of familiarity and amusement for audiences but also underscores the film's modern touch in addressing contemporary themes of technology in everyday life.

Viewers have largely appreciated the portrayal of Mei, played by actress Pam Oei, as she navigates the challenges of festive preparations with the aid of AI. This characterization resonates especially with families and parents who identify with the struggles of holiday readiness, mirroring the film's theme of simplifying complex routines through technology. Such relatability is crucial for bridging the gap between innovation and cultural tradition, making the film accessible to a wide audience.

While the humor and innovative storyline have been celebrated, some elements like the promotional offer of a one-year free Perplexity Pro AI search service subscription invoked mixed feelings. The offer was designed as a concrete manifestation of Singtel's commitment to democratizing AI, yet some existing users expressed concerns about the potential implications for paying subscribers.

Overall, the film successfully balances cultural tradition with forward-looking technology, striking a chord with those familiar with the demands of holiday preparations. Its alternate reality approach not only entertains but also demonstrates the potential for AI to support and enhance cultural practices, leaving a lasting impression on its audience.

Strategic Message and Brand Commitment

Singtel's strategic message and brand commitment are clearly reflected in their 2025 Chinese New Year (CNY) film, "Once Upon a CNY." By centering the film around AI and innovation, Singtel aims to demonstrate its commitment to making AI accessible and useful in everyday life. The film's storyline, involving a relatable character, Mei, who discovers how AI can simplify her CNY preparations, serves as a powerful narrative to showcase the practical applications of AI technology. This approach not only aligns with Singtel's mission to democratize AI but also highlights the brand's commitment to enhancing customer experiences by integrating technology into traditional cultural practices.

The in-house production, carried out in collaboration with Akanga Films, emphasizes Singtel's dedication to quality and creativity, with the film airing across various platforms, including Singtel TV and social media, between January 17 and February 12. This strategic broadcasting period ensures maximum audience reach and engagement during the festive season. Featuring well-known actors such as Pam Oei and Benjamin Heng, the film brings a touch of familiarity and relatability, thereby strengthening the emotional connection with its audience.

Singtel's initiative to offer a year of Perplexity Pro AI search service subscription is a testament to its commitment to providing tangible benefits to its customers. This promotional offer is not just a marketing gimmick but a strategic move to encourage users to explore and embrace AI technologies. Such initiatives reinforce Singtel’s brand image as a pioneer in integrating technology with tradition, encouraging more people to experience the ease and efficiency AI can introduce into their lives.

By drawing cultural parallels with popular films and integrating Singtel's AI initiatives into the storyline, the campaign effectively balances entertainment with brand messaging. This clever integration allows Singtel to present AI technology not just as a futuristic concept but as an immediate, practical solution to everyday challenges. This not only enhances the brand’s innovative image but also strengthens its ties to cultural values and traditions, which are crucial for resonating with audiences during such significant cultural celebrations.

Future Impacts on Culture and Economy

The integration of AI into cultural celebrations, such as Singtel's innovative Chinese New Year film "Once Upon a CNY," signifies a transformative shift in how traditions can be upheld while embracing modern technology. Singtel's approach to incorporating AI through a relatable narrative showcases a future where AI is not only a tool but also a companion in cultural activities, revolutionizing how society perceives and interacts with enduring customs. Using the concept of AI-assisted preparations, Singtel presents a vision of seamlessly blending technology into quotidian rituals, thus setting a precedent for other cultural festivities worldwide.

Economically, the flourishing intersection of AI capabilities with cultural celebrations offers expansive new avenues for tech-driven enterprises, fostering a burgeoning sector dedicated to digital cultural engagements. As companies harness AI to develop products that augment traditional festivities, they stand to gain significant profit margins while reshaping consumer behavior and expectations. The competitive landscape will likely push traditional businesses to transition towards digital solutions, thereby broadening the economic scope and introducing AI-centric offerings into the mainstream market.

Socially, the integration of AI challenges existing cultural conventions, potentially fostering an evolving acceptance of technological aids in daily life, including revered traditions. As younger generations leverage AI to enhance their cultural experiences, a societal shift towards modernized cultural norms may ensue, potentially creating a generational rift with traditionalists wary of technological encroachments. However, AI's capacity to support and revive interest in cultural practices could also serve as a bridge, preserving heritage by making it more accessible and engaging for contemporary audiences.

Culturally, AI's involvement in traditional practices sets the stage for a dynamic evolution where hybrid festivities that fuse historical elements with modern enhancements become the norm. These AI-driven celebrations promise to sustain cultural heritage while ensuring its relevancy in an increasingly digital world. By offering AI-enhanced guidance, these practices may become more standardized, yet paradoxically, they hold the potential to promote cultural diversity and preservation by adapting to modern sensibilities, thereby resonating with future generations who are innately tech-savvy.

In terms of technology, the momentum gained from incorporating AI into cultural events heralds a new era of innovation, where traditional and modern elements intersect meaningfully. The development and adoption of tailor-made AI tools for various cultural festivals may pave the way for heightened authenticity, offering more refined and context-aware solutions. This fusion of culture and technology exemplifies a potential trendsetter for future global celebrations, wherein technology not merely enhances experiences but becomes indispensable in preserving cultural legacies in an ever-evolving digital landscape.