Julie’s celebrates meaningful moments in Hari Raya short film from GOVT VCCP

Julie’s has released its annual Hari Raya short film, ‘Kenangan Tu Ke Mana?’, created by GOVT VCCP Singapore, continuing the brand’s tradition of reflective festive storytelling. Known for its emotionally resonant narratives, the film invites audiences to pause and appreciate the importance of being present with loved ones, serving as a gentle reminder that the moments we share today become the memories we carry for a lifetime.

The short film follows Hidayah, a woman who visits Pusat Simpanan Memori, a place where memories from every stage of life are stored and revisited. Guided by a customer service officer named Zamri, Hidayah journeys through the chapters of her past, with her Hari Raya memories with her son Azmir taking centre stage. From lively celebrations during his childhood, to quieter and more distant moments as he grows older. These memories reveal a bond shaped by time and by promises that become harder to keep.

As Hidayah revisits these moments, subtle gaps and glitches begin to appear within her recollections. These disruptions hint at unresolved emotions and a growing distance between mother and son that has slowly formed over the years. Each memory invites viewers to reflect on presence and what it truly means to be there for the people who matter most. ‘Kenangan Tu Ke Mana?’ unfolds thoughtfully, drawing audiences into Hidayah’s search for meaning within these fragments and the memories she holds closest to her heart.

Tzy Horng Sai, Director of Julie’s Biscuits, said: “Every year, Hari Raya carries with it a quiet magic, where moments linger in the heart, long after the celebrations have passed. With ‘Kenangan Tu Ke Mana’, we wanted to shine a gentle light on the spaces between memories, the little gaps where understanding can fade, and the bonds that can grow stronger when nurtured with care. Just as Love Letters have been a sweet companion on festive tables, bringing people together to share and celebrate, this film is our way of celebrating presence, connection, and the simple acts of love that make Raya truly unforgettable. At Julie’s, we hope to create stories that warm hearts, spark reflection, and remind us all of the beauty in showing up for one another.”

Theophilues Tan, Creative Director of GOVT VCCP, said: “Hari Raya is often associated with togetherness, but we wanted to explore what that truly means today. In a time when we are constantly connected yet often emotionally distant, being present matters more than ever. Rather than focusing purely on tradition, the film examines the subtle gaps that can form in relationships over time, especially between parents and children. Through a science-fiction narrative, this film creates space to reflect on something deeply human: the moments we miss, the promises we postpone, the memories that quietly shape us and the choice to truly show up for the people who matter most.”

This Hari Raya, Julie’s invites audiences to watch ‘Kenangan Tu Ke Mana?’, and share it with their loved ones, encouraging everyone to reflect on cherished moments and continue creating memories that last a lifetime. This short film is now available for viewing on Julie’s official YouTube channel. For customers who are getting started with their Hari Raya preparations, can purchase the Julie’s Love Letters, a favourite during festive seasons, conveniently packed in a tub for gifting or snacking. For those who enjoy adding a personal touch to their celebrations, Julie’s also offers recipe inspiration on how Love Letters and other products can be incorporated into homemade Raya treats. Visit Julie’s recipe page to discover new ideas for the festive season.

The Love Letters are available in three classic flavours, namely Chocolate, Strawberry, and Vanilla. Get them at your nearest retail stores or online at the official Julie’s Shopee and Lazada flagship stores. To get continuous updates on Julie’s latest promotions, contests, and activities, visit our website or follow us on Facebook at www.facebook.com/JuliesBiscuits and Instagram at www.instagram.com/juliesbiscuits.

Credits
Creative Agency – GOVT VCCP
Production House – Fastman Studios
Chief Creative Officer: Aaron Koh
Executive Creative Director: Kevin Poh
Creative Director: Theophilues Tan
Art Director: Joeann Tan
Copywriter: Valentina Ho
Senior Account Director: Zoe Lin
Senior Account Executive: Zaki Yusof
Integrated Producer: Jia Han Goh
Film Director: Loh Pak Loon