January 30, 2024 | Share this article

This Chinese New Year, FairPrice and Homeground United resurfaces the legendary story of the Great Race* from ancient Chinese mythology, displaying a heartwarming parallel in its brand identity with the Dragon spirit of kindness, sharing and inclusiveness.

In the story of the Great Race in Chinese mythology, 12 animals raced to the Jade Emperor to determine their order in the Chinese calendar, known as the 12 Chinese zodiacs we know of today. Though the Dragon was destined for first place, she found her true triumph in acts of generosity and kindness, finishing in fifth place.

“FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice,” said Loo Yong Ping, deputy executive creative director, TBWA\Singapore.

The campaign film retells the story of the Dragon in the Great Race, while drawing similarities to FairPrice’s role during preparations for Chinese New Year festivities in Singapore. Embodying the helpful spirit of the dragon, the film aims to celebrate the people behind the grand spectacle of feasts and reunions and encourage audiences to carry on the Dragon spirit into the New Year.

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