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Bangsar – Etiqa today announced the launch of its Chinese New Year (CNY) 2026 web film “Bittersweet Blessings“, a heartfelt short film that delves into the meaning of family and the sacrifices we make for those we love. The film premiered across the Etiqa’s digital platforms from 13 February 2026, inviting viewers to reflect on what it means to stand by one another during life’s most challenging moments.
The film reflects on the quiet sacrifices that often unfold behind the scenes of family life. The moments of love and responsibility that are rarely noticed, yet deeply felt. Through a child’s eyes, it explores how love can sometimes appear as distance, and how absence can be misunderstood as indifference. Set against the backdrop of Chinese New Year, a season defined by reunion the story gently questions what it truly means to be present for the people who matter most. At its heart, the film is about trust, perspective and understanding, about the moment one begins to realise that love is not always loud or visible, but is often found in the difficult choices made for the sake of family.
The web film underscores Etiqa’s efforts to instil the meaning of trust by illustrating that real trust is earned through presence and reliability. By highlighting the importance of being there for family, the film reinforces Etiqa’s belief that trust is built not just in times of success, but through steadfast support during difficult moments. “Bittersweet Blessings” also ties directly back to Etiqa’s brand film which was launched in 2025, continuing a narrative thread that emphasises honesty, compassion and long‑term relationships.
According to Michelle Wee, Etiqa’s Head of Brand and Communications, “At Etiqa, we believe that trust is built through the moments we choose to show up for one another, especially when it matters most. Through ‘Bittersweet Blessings’, we wanted to tell a simple yet deeply human story that reflects the quiet sacrifices many families make behind the scenes. This film is a reminder that being present for our loved ones, even in the most challenging times, is what truly strengthens relationships. Guided by our corporate purpose to ‘Make the World a Better Place’, we hope this story encourages audiences to reflect on the role we all play in supporting one another and building a more compassionate society.”
The film was produced by Imagineers Film, a trusted production house that has collaborated with Etiqa on several previous projects. Their expertise in authentic storytelling and visual craftsmanship ensures that the film resonates across cultures and generations, elevating the brand’s message of trust.
“Bittersweet Blessings” will be available for viewing on Etiqa’s official Youtube channel via the link https://youtu.be/TENxeLGmqmg?si=OWoI7gQ3IZAcIK03 and other Etiqa’s official social media platforms (Instagram, Tiktok, LinkedIn) starting 13 February 2026. Viewers are encouraged to join the conversation while watching and sharing the content among families and friends.
