AmBank highlights collective prosperity in CNY film rooted in Bai Jia Bei symbolism

Kuala Lumpur, Malaysia – In celebration of Chinese New Year 2026, AmBank Group has unveiled a brand film inspired by the traditional Chinese practice of Bai Jia Bei, also known as the Hundred Family Quilt. The film centres on the theme “Tradition lives on when built together,” drawing parallels between communal heritage and shared progress.

The Bai Jia Bei tradition involves stitching together fabric pieces contributed by different families into a single quilt. Each patch is said to carry blessings and well wishes, symbolising collective care for the next generation. In the film, this tradition serves as a metaphor for how legacy, progress, and prosperity are built through collaboration rather than individual effort.

“The Bai Jia Bei idea captured something deeply familiar to all Malaysians,” said Shazman Shahid, head of group corporate communications & marketing, AmBank Group. “Different fabric pieces, different stories, but stitched together with love. It felt like a reflection of Malaysia itself – diverse, layered, and stronger because of it. The patchwork lion in the film wasn’t just a visual; it symbolised how many hands and hearts shape something that lasts.”

The film draws a connection between the communal effort behind the Bai Jia Bei quilt and the way traditions and futures are sustained across generations. Each stitch in the quilt is portrayed as representing relationships, support systems, and shared contributions within communities.

Skribble Group served as the lead creative agency, developing the core concept, narrative direction, and storyboard. The production was handled by OLE VP Studio, with direction by Yim Wai Lup (Yim). The storytelling approach was described as intimate and grounded, focusing on authenticity rather than stylised visuals.

Filming took place in Kuala Kubu Bahru, Selangor, selected for its small-town setting. A shophouse location was used to evoke familiarity through natural lighting and textured interiors.

A central visual element of the film is a lion dance costume reinterpreted through the Bai Jia Bei concept. Instead of creating a new costume, the production team modified an existing one. Two lion dance costumes were used during filming—one for a paint-spillage scene and another that was dismantled and reconstructed.

The reconstructed lion was transformed into a patchwork design using various fabric panels, each representing different households and heritage backgrounds. The final visual aimed to symbolise protection and unity built through collective effort.

AmBank said the film reflects how it positions its role in supporting Malaysians through different life stages. The narrative links the symbolism of each quilt patch to customers’ individual aspirations, whether opening a first account, purchasing a home, or growing a business.

“For many, the bank is there during the quiet but important milestones – opening a first account, planning for a home, growing a small business,” added Shazman. “These are everyday steps, but they build futures for families and communities. It’s never about one big moment; it’s about steady support over time. In that sense, the story in the film and the role AmBank plays come from the same place – believing that the things that truly last are built together, bit by bit, by all of us.”