Crazy Rich Asians star Ronny Chieng has partnered with Lexus to celebrate Chinese New Year.
Ringing in the Year of the Ox, the Malaysian comedian has partnered with the Japanese car company to write and direct a branded content video.
The feature examines the etiquette of gift-giving during the global cultural holiday.
Chieng is seen driving a 2021 Lexus IS F SPORT, through sun-drenched Hawaiian vistas while struggling to figure out which members of his extended family should be gifted a red envelope.
The video playfully captures the confusion faced by many Asian Americans who strive to preserve long-standing cultural customs while also trying to comprehend them.
“There’s lots of rules around Lunar New Year traditions so when in doubt check with Mom,” said Chieng, who was born in the Year of the Ox.
“I’m honored to work with Lexus to bring awareness to the important topic of who exactly you need to give money in Hong Baos to while driving around in one of the best ultramodern cars on the planet.”
Chieng will feature alongside Simu Liu in the upcoming Marvel film Shang-Chi and the Legend of the Ten Rings.
In related news, Liu is marking Chinese New Year 2021 by pledging to empower BIPOC creators and strengthen charities.
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