UM and content creators Left Profile release parody of Crazy Rich Asians for FMCG brands

IPG Mediabrands media agency UM has teamed up with content creators Left Profile to make a parody of  blockbuster movie Crazy Rich Asians to promote brands owned by FMCG group Kao Corporation.

Sibei Rich Asians – Sibei is dialect for extremely – features Michelle Chong as ‘Ah Lian’ in a two-minute skit showcasing cleaning and make-up products.

It is the first time that multiple brands owned by Kao Corporation, including Biore, Liese, Magiclean and Kate Tokyo, have featured in the same advertising campaign.

Crazy Rich Asians was based on Singapore’s glitterati and backed by the Singapore Tourism Board as a marketing tool to drive overseas visitors to the Lion City.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing