Sashidaran Gunathevan
Nearly 50 Malaysian KOLs joined online entertainment brand ONS88 as the ONS88 Dragon led the Nine Emperor Gods procession. It took place in Ampang in Selangor on the night of 11 October. The procession ended at Kuil Sembilan Maharaja Dewa (Nan Tian Gong). The festival has drawn crowds to Pekan Ampang for many years.
Overall, the nine-day festival honours the Nine Emperor Gods, whom devotees believe watch over fate, health and long life. KOLs are key opinion leaders, or social media personalities. Crowds lined the streets. Moreover, many filmed the procession on their phones.
The brand has also released an official music video for the campaign. Here is what happened on the night, why the festival matters, and what the KOLs said.
How the ONS88 Dragon wound through Ampang
The streets of Ampang came alive as the ONS88 Dragon wound past shophouses and flats. Devotees and families lined the roads. In fact, wherever it passed, phones went up as people rushed to take pictures and record videos.
Residents had set up an offering table along the route. At that spot, the dancers coiled the ONS88 Dragon into a tight circle. As a result, the crowd could see just how long and how big it is.
Along the way, the team paused together for a keepsake of the night. Meanwhile, the KOLs joined the crowd and recorded the procession for their followers.
At about 9.15pm, the ONS88 Dragon arrived at the temple. Giant joss sticks carved with dragons were lit. As a result, a burst of fireworks brought the night to a close.
What the Nine Emperor Gods festival means to devotees
The festival is known in Hokkien as Kaw Ong Ya, according to a Malay Mail explainer. It follows the lunar calendar, so the Gregorian dates change each year. Furthermore, it starts on the last day of the eighth lunar month. Finally, it ends on the ninth day with a send-off parade.
According to Taoist belief, the nine gods are sons of Dou Mu, the Mother of the Big Dipper. They are star lords who govern the Big Dipper. They are believed to decide the fate, life and death of mortals. Therefore, devotees pray for longevity, health and good fortune.
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On the first evening, devotees fetch the deities from the sea or another large body of water. After that, they escort the gods to the nearest temple. In addition, many keep a strict vegetarian diet for one, three or all nine days. Kampar devotees did the same in 2011. Besides, those who join the final parade wear white with a yellow sash.
The festival is not only a Malaysian tradition. Notably, Singapore’s National Heritage Board lists it in the Intangible Cultural Heritage inventory, added in March 2019. Closer to Ampang, a Petaling Jaya temple held a grand procession in 2012. It was moving to a new RM5 million site.
Why the ONS88 Dragon drew KOLs online
Afterwards, the KOLs shared the night on Instagram under #ONS88九皇爷. Ellyssa, who has more than 90,000 followers, attended the festival in person for the first time. Ellyssa wrote that seeing it live was nothing like watching it online.
Meanwhile, DJ Suicide J, followed by more than 76,000 people, praised the lively procession and the eye-catching ONS88 Dragon. Likewise, Sun has more than 117,000 followers. Sun wrote that the procession is faith and also how culture is passed on.
In addition, SueYing posted wishes for good fortune and peace. Another account, @diorlyna1028, invited followers to feel the charm of traditional culture.
Furthermore, a brand spokesperson said the best part was seeing so many people share the night. The spokesperson added that the festival belongs to the people of Ampang.
In short, the ONS88 Dragon led the procession to Nan Tian Gong on 11 October, backed by nearly 50 KOLs. The brand says it hopes to help more people see the festival.
Sidhaarthan
C. Khor
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