Eu Yan Sang has launched a Chinese New Year campaign across Hong Kong and Macau, which taps into the emotional side of the festive period and calling attention to how Chinese parents show their love.

The campaign, which was created by independent creative agency Constant for the traditional Chinese medicine brand, wants to show how the Chinese way to say ‘I love you’ presents itself in many complex forms but is rarely obvious.

It focuses on ‘unspoken feelings’ between generations, recreating relatable scenarios that illustrates the way traditional Chinese families tend to not openly say how they feel, but express affections in their own way, whether expressing verbal disapprovals under the guise of encouraging strength and growth, or discreetly taking care of family problems quietly and unprompted.

“In this campaign, we intend to connect with our audience by bridging an “unspoken” gap between generations,” said Richie Eu, managing director of Eu Yan Sang Trading (Hong Kong). “As a 138-year old company, we’re honored to have supported the health and wellbeing of generations. This campaign underlines our commitment in continuing to be progressive and modern, while remaining authentic and relatable.”

The campaign is the first of a series which will see the brand take a more modern approach to its marketing. It is being run across online, social, print and MTR advertisements until February 16.