Veteran Hong Kong icon Carol Cheng, widely known as Do姐, recently reunited with the comedy rap duo FAMA (農夫) in a high-profile street promotion, distributing unique commemorative gold pieces to the public ahead of the rapidly approaching Lunar New Year. The surprise public appearance, documented in a recently released social media video by a prominent jewelry brand, aimed to celebrate and invigorate the tradition of giving 壓歲錢 (yā suì qián)—often known as lucky money or New Year’s gifts.
The promotional event saw the beloved trio engage with citizens in Tsim Sha Tsui, integrating humor and nostalgia into the age-old custom. Cheng, a perennial fixture in Hong Kong entertainment, expressed delight at reuniting with FAMA after an extended period. The duo, known for their quick wit, playfully rebranded their grouping from the “Gold Medal Combination” to the “Gold Piece Combination,” generating continuous laughter throughout the filming.
Modernizing the Lucky Money Custom
Central to the promotion was the distribution of specially crafted gold wafers intended to replace the traditional red envelope (利是, lai see). Reflecting on the symbolism, FAMA members recalled cherished childhood memories of receiving lucky money from their mothers. They noted that substituting the customary cash-filled packets with tangible gold offered a novel and prestigious way to convey festive blessings and good wishes for the year ahead.
In a dramatic activation designed to test public awareness of the custom, FAMA brought a full bed onto the busy streetscape of Tsim Sha Tsui, drawing immediate crowds and curious onlookers, including international tourists who paused to capture the spectacle. The lively atmosphere underscored the enduring appeal of the Lunar New Year celebrations in Hong Kong.
Beyond the promotional aspect, the interaction highlighted the genuine camaraderie between Cheng and FAMA. Cheng was seen inquiring about the future endeavors of FAMA’s new company, demonstrating their long-standing friendship.
Investment and Scarcity of Commemorative Items
The choice of gold wafers over cash also introduced a new angle focused on value and investment. Cheng, known for her sharp business acumen, emphasized the intrinsic value of the gold pieces, affectionately slipping one into a FAMA member’s pocket and noting that the non-depreciating asset brings joy simply by being close at hand.
Cheng took a moment to address the limited availability of certain promotional items, specifically reminding FAMA—and by extension, the public—that special edition items, like the Hello Kitty commemorative gold wafer sets, required pre-order and were not instantly available for casual purchase. This reinforced the scarcity and collectible nature of these modern interpretations of traditional lucky money.
The jewelry brand’s decision to tap cultural icons like Cheng and FAMA successfully bridged generational familiarity with the Lunar New Year tradition, ensuring its relevance to a new audience. By swapping paper envelopes for gold ingots, the initiative provided a tangible item that serves both as a festive gift and a valuable keepsake, helping prolong and modernize the cherished custom of sharing happiness and prosperity during the festive season. The event effectively positioned the gold pieces as a modern symbol of enduring luck and financial well-being.
