A constellation of Hong Kong star power, led by actor and culinary icon Nicholas Tse, has temporarily traded the stage and screen for lavish, stylized fortune god attire, partnering with a major financial institution for a high-profile Lunar New Year advertising campaign. The effort, designed to spread prosperity and holiday cheer across the city, features Tse alongside singer Charlene Choi (Ah Sa), recording artist Hung Kaho, girl group VIVA, and child star Brittany.
The collaboration sees the celebrities embody contemporary versions of Cai Shen, the Chinese God of Wealth, blending opulent costuming with modern sensibilities to deliver seasonal wishes of luck and financial success.
Tse Reflects on Success and Holiday Traditions
During the high-energy production, Nicholas Tse captivated the crew with his charisma, effortlessly engaging with the younger cast members. While the festive atmosphere often evokes strong holiday nostalgia, Tse admitted to a complex relationship with traditional celebrations.
“I confess, I wasn’t keen on taking photos or celebrating festivals when I was young, and honestly, I’m still not much of a holiday person,” Tse shared. His philosophy centers on maximizing joy and effort every single day, rather than reserving happiness for isolated holidays.
Despite his minimal fanfare for festivities, the celebrated Chef Nic vividly recalled his mother’s special Lunar New Year creations. He fondly remembered his childhood favorite: a homemade, French-toast style niangao (rice cake), and numerous shrimp dishes. “She always cooked shrimp because the Cantonese word for laughter sounds similar to ‘ha,’ which is also part of the word for shrimp, symbolizing much happiness for the new year,” he explained.
Offering perspective to younger generations navigating a rapidly changing world, Tse stressed the importance of embracing setbacks. “Everyone defines success differently. I wouldn’t call myself successful, but I am consistently striving toward my goals,” he stated. He emphasized that in a world without fixed blueprints for achievement, the one constant anchor remains personal passion. Identifying and pursuing one’s true interests is therefore essential for long-term fulfillment, he advised.
Ah Sa and Hung Kaho Embrace Wealth God Roles
Filmed across various floors of the bank’s Central headquarters, Charlene Choi brought boundless energy to her scenes. Leveraging her fitness routine, she smoothly managed the constant movement required on set, demonstrating her reputation for dynamism. Choi, a veteran of previous fortune god portrayals, reappeared as a “Glamorous Cai Shen Yan,” noting how the elaborate modern costume elevated the experience.
“I’ve impersonated the God of Wealth many times, but this luxurious version, with its intricate embroidery, truly feels magical,” Choi remarked. She joked that slipping into the attire felt like receiving an infusion of luck, prompting her to wish for prosperity for all citizens of Hong Kong. Inspired by the shoot, she expressed interest in reuniting with her Twins groupmate, Gillian Chung (Ah Gill), to record a new festive song this year and distribute gifts, citing frequent fan requests for new holiday tunes.
Newcomer Hung Kaho, taking on the role of Cai Shen for the first time, displayed a stylish flair while tossing symbolic lai see (red packet envelopes) for the cameras. Maintaining his signature wit, he initially questioned whether the ceremonial robes would diminish his “21st-century Hong Kong heartthrob” image. However, the overwhelmingly positive reaction from colleagues who praised his “adorable” appearance quickly quelled his concerns.
“Since putting on this costume, people keep reaching out to touch me, saying they’ll get rich if they do,” Kaho quipped, adding a personalized Lunar New Year greeting: “May everyone enjoy Hung-e luck, timely promotions, and Kaho-rgeous fortune every year!”
The youthful members of VIVA—Ada, Carina, and VALC—contributed a vibrant energy, performing a lively “Fortune God Dance” while singing the classic festive tune, Cai Shen Dao. Even in the heavy, ornate costumes, their cheerful enthusiasm was palpable. They concluded their well-wishes with a collective shoutout: “May everyone have a New Year that’s ‘Living VIVA’!”
The campaign’s heartwarming element was underscored by the presence of popular young star Brittany, who melted hearts on set while embodying a diminutive, charismatic “Little Fortune God,” adding a final touch of innocence and warmth to the seasonal promotion.
