Astro has officially launched its 2024 Chinese New Year (CNY) campaign with the tagline “开心龙龙Way (Happiness Goes a Long, Long Way)” at Pavilion Kuala Lumpur, on 9 Dec 2023. The tagline is dedicated to preserving the essence of Astro’s Happy Dragon from 12 years ago, encouraging everyone to continuously spread and share happiness throughout the year.
The CNY campaign launch event at Pavilion Kuala Lumpur featured a star-studded ensemble of popular Astro and local celebrities, including Jiang Han, Jack Lim, Mei Yan, Emely Poon, Jie Ying, Aki Chan, Yoon, Jack Yap, Daniel Wong, Jentzen Lim, Vivienne Oon, William San, Mei Sim, Joe, Catherine, Maq Lai, Broco Lee, Kryston, Kayley Lim, Ying Ying, Vicky Tan, Estee Tan, Tiong, Jazkee Ng, Angela Ang Xin Yi, Celes Loh, Candy Yen, Jazz Bai Ling, Joey Leong, Kimmy Low, Jonathan Lee, Eric Lay, Xiao Wei Wei, Loong Wen Min, Wayne, Jason, Elva, Fu Ying and Sam, Nicole Lai, Crystal Ong, Joanne Fu Han Qian, Athena Beh, and Tammy Leong. These talented artistes delivered captivating performances, creating an extraordinary experience for fans and families alike.
The campaign will be lead by an array of exciting offerings including a special CNY music album, exclusive merchandise such as the Happy Dragon plush toy, a nationwide roadshow featuring performances by local artists, CNY-themed WhatsApp stickers and a diverse range of CNY content to enrich the festive experience.
Not only that, Astro’s beloved CNY mascot, Happy Dragon Kai Xin Long is making a return, accompanied by a new junior mascot, Le Long Long to spread joy and happiness to all Malaysians.
The launch event also saw Astro is being recognised as the “Longest-running annual Chinese New Year music video producer” in Malaysia, for 16 years in a row as recorded in The Malaysia Book of Records.
For the 2024 CNY songs, Astro and Multimedia is joining forces to co-create the Chinese New Year album ‘Happy Dragons 2024’ and theme song titled “Happy Long Long Way“. The CNY album brings together over 60 artists to embody the concept of the classic song “开心过年 (Kai Xin Guo Nian)” from 12 years ago to express the same joy and celebration initiated by the original “Happy Dragon” track. Being Astro’s 16th Chinese New Year album, it is jam-packed with joyful and meaningful songs during this auspicious time, this lively and catchy music album features four new CNY songs with a unique story to each track:
The lead track, “Happy龙龙Way” (“Happy Long Long Way”) highlights the importance of passing down Chinese culture, especially New Year traditions from one generation to the next.
“有福” (“Blessed”) tells the story of universal blessings. With the belief that everyone is inherently blessed, this song encourages people to be resilient in the face of adversity.
“一条龙” (“One Dragon”) is a lively dance track that brings together Malaysian and Singaporean artistes. With simple yet catchy lyrics like “Raise your hands, draw a dragon,” this song blends traditional charm with modern rap and will put everyone in a mood to dance.
“过大大的年” (“Big New Year”) embraces the theme of ‘big’ to connect the festive New Year atmosphere for all generations with playful and amusing elements. The song highlights the pronunciation of “Da” (big) to announce the arrival of the prosperous New Year and expresses the meaning of inheritance through the retro and playful “Tiger Woohoo!” song.
Limited-edition Happy Dragons merchandise available for purchase online and at designated retail stores
| Product Name | Price (WM) | Price (EM) |
| Happy Dragons Plush Toy set | RM83.00 | RM88.00 |
| Happy Dragons Plush Toy | RM40.90 | RM43.90 |
| Happy Dragons Junior Plush Toy | RM29.90 | RM31.90 |
| Happy Dragons Chinese New Year 2024 Album | RM19.90 | RM21.90 |
| Happy Dragons USB Flash Drive | RM29.90 | RM31.90 |
| Happy Dragons T-shirt | RM30.90 | RM32.90 |
| Happy Dragons Rubber Stamps | RM8.90 | RM9.90 |
| Happy Long Long Way Comic | RM14.00 | RM15.00 |
As part of its Chinese New Year campaign, Astro is offering Malaysians an exciting selection of exclusive Happy Dragons merchandise. The highlight of this year’s merchandise collection is the Happy Dragons Plush Toy set featuring Happy Dragons, Happy Dragons Junior, and keychain. Other merchandise include CNY music album, USB Flash Drive, T-shirt, rubber stamp and comic books, all of which can be purchased in-store at POPULAR or online and on Shopee. The comic books are also available in-store at Kinokuniya and Eslite as well as online on Lazada and Shopee. In addition, to add more fun to your digital CNY greetings, Astro is also introducing a unique WhatsApp Sticker pack, available for download on the My Astro and SYOK apps.
Astro Kicks off Nationwide CNY Roadshow in January 2024
| Date | Venue |
| 6 January 2024 | AEON Bukit Tinggi, Klang |
| 13 January 2024 | AEON Station 18, Ipoh |
| 20 & 21 January 2024 | Queensbay Mall, Penang |
| 3 February 2024 | AEON Tebrau City, Johor Bahru |
Spreading happiness across the nation, Astro is kicking off a nationwide CNY roadshow starting with AEON Bukit Tinggi, Klang on 6 January 2024, followed by AEON Station 18, Ipoh on 13 January, 20 and 21 January at Queensbay Mall, Penang and finally, AEON Tebrau City, Johor Bahru on 3 February. During the nationwide roadshows, customers can look forward to live performances of the CNY album songs and exciting Happy Dragons merchandise giveaways.
Exclusive entertainment curated for Malaysians this Chinese New Year
All Astro customers can enjoy a special pop-up channel, ‘Long Long Fun’ (Channel 100), available from 1 to 29 February 2024 on TV, Astro GO and On Demand. This channel brings to life the mythical and enchanting world of dragons and other fantasy stories. Featuring content in various languages with subtitles, it promises to be an inclusive experience for all viewers. Alongside the pop-up channel, Astro has lined up a series of original shows and programmes designed to captivate audiences. Highlights include an Astro Originals drama series “The Hidden Dragon“, a festive-themed game show “Family Feud CNY” and “Classic Golden Melody CNY Concert“, showcasing beloved Chinese New Year songs. Other entertainments include Malaysia’s biggest “Astro CNY Countdown Gala 2024”, and Hokkien New Year countdown show “I Love Hua Hee Bai Ti Gong“, Feng Shui programme “Sifu! May I Ask“, “Heart2Heart Kitchen S6” and “Kampung Foodsteps CNY Special 2024” which explores the culinary treasures of Malaysia.
For more information, please visit www.happydragons2024.com.