Eu Yan Sang Brings Period Discomforts to Life as Playful “Menstrual Monsters” This International Women’s Day

This International Women’s Day, Eu Yan Sang Singapore is turning period discomfort into conversation and character, with the launch of its bold new campaign, “Tame Your Menstrual Monsters.”

In a fresh and culturally relevant take on women’s wellness, Eu Yan Sang personifies common menstrual discomforts as four adorable animated “Monsters”, transforming an often-taboo topic into something relatable, approachable and even playful.

Table of Contents

Meet the Menstrual Monsters

Cranky Flo – The fiery one. Mood swings and headaches strike without warning.
Sleepy Sue – Low battery mode activated. Fatigue and brain fog take over.
Bloated Bella – Nothing fits, everything feels uncomfortable.
BFFY – The original ringleader from the 2024 campaign, orchestrating period chaos.

Through a slightly mischievous animated hero film, the Monsters gleefully prepare for mischief, only to discover they’ve been outsmarted by women who have been proactively caring for their bodies with Eu Yan Sang Gold Label Bak Foong, a time-tested Traditional Chinese Medicine (TCM) formulation trusted by generations of women.

The message is simple yet empowering:

“With the right support, your period doesn’t have to decide your day.”

A Modern Expression of a 140+ Year Heritage

While Gold Label Bak Foong has long been associated with traditional women’s wellness, this campaign marks a significant evolution in how Eu Yan Sang engages younger women and modern families.

Traditional Chinese Medicine has always recognised menstrual health as a reflection of overall wellbeing. “Tame Your Menstrual Monsters” bridges heritage with contemporary storytelling, bringing TCM into today’s social conversations in a way that feels warm, relevant and culturally attuned.

Gold Label Bak Foong is formulated with over 20 premium herbs traditionally used to support women’s wellness and is available in multiple formats to suit different preferences and lifestyles: Traditional large pill format, Convenient small pills and Ready-to-drink essence format.

Opening Conversations Between Mothers & Daughters

Beyond animation and collectibles, the campaign introduces a 20-page digital e-booklet titled:

“A Little Guide to Understanding Periods, Your Body & Menstrual Wellness”

Designed as a gentle educational resource for mothers and daughters, the guide covers:

Puberty and menstrual changes
Common period discomforts explained
TCM perspectives on menstrual wellness
Cycle tracking templates
Conversation starters for families

By pairing playful storytelling with credible wellness education, Eu Yan Sang hopes to encourage more open discussions around menstrual health, particularly among young girls experiencing their first cycles.

Limited-Edition “Monster” Gift Premiums

To complement the campaign, Eu Yan Sang introduces exclusive, limited-edition monster-themed gift premiums:

Receive a limited-edition Bloated Bella Plushie Hot Water Bag with purchase of any 3 Gold Label Bak Foong products at $99
Receive a limited-edition Sleepy Sue Plushie Crossbody Pouch with purchase of any 2 Gold Label Bak Foong products and 1 box of Lumi+ Day & Night Collagen at $128

The collectible premiums add a playful, lifestyle dimension to the campaign, reinforcing the “taming your monsters” narrative while driving engagement in-store.

Making Menstrual Wellness Less Taboo, and More Empowering

Globally, conversations around menstrual health have become increasingly open and destigmatised. Eu Yan Sang’s campaign taps into this cultural shift, using humour and warmth to bring visibility to a topic often associated with discomfort and silence.

With its combination of:

Animated storytelling
Collectible lifestyle merchandise
TCM education
Intergenerational positioning
Retail and digital activation

“Tame Your Menstrual Monsters” signals Eu Yan Sang’s continued commitment to evolving its heritage brand for a new generation of women.

The campaign will launch from 6 March 2026 across social media, YouTube, in-store activations, and out-of-home placements.

For the campaign video: https://bit.ly/EuYanSangIWDMenMonstersVideo

For more information on the promotion and products: https://www.euyansang.com.sg/en/best-bak-foong/

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Written by

theAsianparent Editor

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