Chanteknya, Nyonya!
"Chanteknya, Nyonya!" aims to highlight the vibrant colours and beautiful designs that define Baba Nyonya (Peranakan) arts, crafts, and fashion. It seeks to captivate the public by showcasing the timeless beauty of this heritage, while also connecting younger generations to its cultural value. Through engaging visuals, interactive activities, and creative outreach, the campaign encourages the community to see traditional art as something to be appreciated, celebrated, and integrated into modern life.
Year
2025
Category
Integrated Campaign
Brief
Reimagine the city
Problem
Awareness of Baba Nyonya culture in Melaka is declining, especially among younger generations. Factors such as limited historical knowledge, urbanization, and fewer cultural platforms contribute to reduced cultural exposure and engagement.
Solution
Increase awareness by creating digital content for younger audiences and organizing cultural events. Integrating the culture into urban spaces and interactive experiences can also encourage deeper engagement.
