Ahead of the Lunar New Year, an unexpected banger has flipped traditional holiday campaigns on their head. Singapore-based Scarlett Supermarket, known for its specialty Chinese produce, has unleashed a marketing blitz unlike any other, starring viral salesperson sensation Tony Zhu AKA Tony LC Sign, alongside content creation powerhouses JianHao Tan, Ridhwan Azman, and Debbie Soon.

This audacious campaign centers around a newly released track and accompanying music video where these personalities trade bars, rapping to celebrate the Lunar New Year with an infectious energy. The visual spectacle notably features the highly coveted adidas Originals China Tang jacket, instantly adding a layer of on-the-pulse credibility to the festive narrative.

What makes this initiative particularly striking is its innovative approach. The decision to have famous content creators craft a wacky yet undeniably engaging song, music video, and even a catchy dance routine for a supermarket is both wild and brilliantly executed. This move speaks directly to a global youth audience, who are constantly seeking authentic, entertaining, and shareable content.

Scarlett Supermarket has not only tapped into the immense reach of these influencers but has also redefined how brands can connect with contemporary culture, transforming a routine shopping experience into a vibrant, memorable, and culturally resonant event. Without further ado, enjoy the full music video for “DONG CHANG”:

And if you haven’t seen it yet, catch RADII’s exclusive interview with Tony LC Sign below:

Cover image via YouTube.