Malaysian health and wellness brand ELDON partners with Ministry of Youth and Sports Malaysia (KBS) to bring its "Wellness On and On" movement from local running clubs to a national platform targeting 5.3 million participants
KUALA LUMPUR, Malaysia, Oct. 5, 2026 /PRNewswire/ -- ELDON (also known as Eldon Healthcare), the homegrown health and wellness brand of Pharm-D Health Science Berhad, partners with the Ministry of Youth and Sports (KBS) as one of the hydration partners and sponsors at Hari Sukan Negara (HSN) 2026, the national sports celebration taking place from 9 to 11 October at Stadium Bukit Jalil.
ELDON will operate a dedicated hydration station at the finish line of Larian Ria MADANI, the 5km and 10km run at the center of HSN 2026, serving ELDON DX AQUASIP, a Halal-certified hypotonic hydration drink, to more than 10,000 participants. Besides that, ELDON will also have on-ground activation with product sampling, interactive booth games, exclusive giveaways, and limited-edition merchandise redemptions.
HSN 2026 is estimating more than 5.3 million participants across the nation.
A Malaysian wellness brand built on a health mission
At the HSN 2026 pre-launch in July, Youth and Sports Minister Dr Mohammed Taufiq Johari described the importance of the national sports day it plays as a platform for early prevention of non-communicable diseases. For ELDON, preventive health has long been part of the brand's mission.
"As a Pharm-D Health Science brand, ELDON believes that building a healthier community goes beyond supplying health supplements and wellness products. It also means doing our part to drive Malaysians in taking a more proactive approach to their wellbeing and everyday lifestyle," said Mr Lim Theng Teong, Business Director of Consumer Health, Pharm-D Health Science Berhad.
"Through ELDON, we have been building that connection with active communities at ground level. Partnering KBS for Hari Sukan Negara 2026 is a natural progression of that journey. It allows us, as a Malaysian health and wellness brand, to bring this message to a national audience and encourage more Malaysians of all ages and backgrounds, to make healthy living part of our everyday life."
Staying close to the community it serves
The partnership builds on the "Wellness On and On" movement: ELDON's ongoing brand campaign built around the concept that wellness is not a one-off pursuit, but something sustained through health choices people consistently make every day. Over the past three months, the brand has also been supporting three running communities and events, including Sprint Squad Penang, TheRunaway.Co Johor and RawPathClub Selangor, engaging more than 400 runners across three states.
These grassroots engagements have allowed ELDON to connect with fellow Malaysians through movement, community and everyday wellness, reflecting its commitment as a homegrown wellness brand focused on the health and wellbeing of Malaysians.
The brand's community presence was reinforced this year with the appointment of local personalities CHAN FONG and HENLEY HII as ELDON brand ambassadors, extending the brand's wellness conversations to a wider Malaysian audience.
ELDON's journey as a homegrown health and wellness brand has also gained recognition beyond its community activities. The brand has been named a Superbrands Malaysia 2025 winner and is also a record holder of The Malaysia Book of Records for ELDON DX MAGELAX as the highest-selling Magnesium Glycinate supplement this year (2026), marking significant milestones in its development and growing presence in the Malaysian health and wellness landscape.
From running clubs to a national platform
The collaboration with KBS at HSN 2026 gives ELDON the opportunity to reach beyond established running circles by being in one of Malaysia's largest celebrations of sports and physical activity, reaching Malaysians encompassing every age group, background and fitness level.
For ELDON, HSN 2026 carries its health campaign "Wellness On and On" onto one of its largest stages yet. Backed by Pharm-D Health Science's mission of health for all with science, the brand aims to make healthier choices more accessible, encourage Malaysians to stay active, and keep wellness moving on and on.
About ELDON
ELDON is a Pharm-D Health Science consumer health and wellness brand offering a wide range of science-based health solutions across nutritional supplements, functional food, skincare and personal care.
With partnerships and distribution spanning 2,000+ retail pharmacies and 100+ clinics across Malaysia and Singapore including digital health platform Pharm-Dx, ELDON is committed to quality, relevance, and accessible care for everyday health and wellness needs.
Learn about ELDON here: https://eldon.com.my/
About Pharm-D Health Science Berhad
Founded in 2001, Pharm-D Health Science Berhad (Pharm-D HS) is a pharmaceutical and consumer health company specialising in specialised medicines, pharmaceuticals, healthcare and consumer health products. With a steadfast commitment to pioneering research, development, and manufacturing, Pharm-D HS offers a comprehensive array of solutions, including medications, over-the-counter medications, specialised nutrition, health supplements, and medical devices. Notably, Pharm-D HS is also a pioneer in postbiotics research and supply in Malaysia.
Beyond pharmaceuticals, the company provides healthcare and consumer health solutions under trusted house brands such as VALENS, ELDON, Lang Bragman, MedSkin, Reflux-G, Retane, and more. Ultimately, Pharm-D Health Science's dedication to scientific excellence and holistic healthcare is driven by the mission to make health and wellbeing accessible for all with science.
Learn more about Pharm-D Health Science here: https://pharmdhs.com/
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From Run Clubs to the Nation: ELDON partners with KBS to extend the Spirit of "Wellness On and On" to Hari Sukan Negara 2026
Officially Launched to Foster Cross-sector Collaboration, Nurture Creative Talent and Drive the Sustainable Development of Hong Kong's Creative Industries
HONG KONG, Oct. 5, 2026 /PRNewswire/ -- The Microfilm Production Support Scheme (Music) ("Support Scheme"), organised by the Hong Kong Association of Interactive Marketing (AIM) and sponsored by the Cultural and Creative Industries Development Agency (CCIDA), officially launches its 14th edition today with the Matching Session and Kick-off Ceremony held at the InnoCentre in Kowloon Tong. Miss Yvonne IP, Assistant Commissioner for Cultural and Creative Industries, officiates as Guest of Honour, together with Mr. Francis FONG, Chairman of AIM, and Mr. Ricky FUNG, BBS, CEO of IFPI (Hong Kong Group) Limited, marking the commencement of this year's Support Scheme.
The Support Scheme has long promoted cross-sector collaboration among Hong Kong's advertising production, film and television, and music industries. Through production funding and professional training, the Scheme encourages local creative talent to produce original and story-driven microfilms, nurtures the next generation of creative professionals, and contributes to the sustainable development of Hong Kong's creative industries. Over the years, the Scheme has continued to support emerging talent in advertising, film and music, encouraging innovative forms of creative expression through cross-disciplinary collaboration and injecting new momentum into Hong Kong's creative ecosystem.
Funding and Professional Training to Support Creative Talent Development
The 14th Support Scheme consists of two funding categories: Tier 1 "Advertising Production Start-ups" and Tier 2 "Professional Advertising Production Houses". For Tier 1, ten start-up advertising production companies participate in this year's Scheme. During today's ceremony, the teams are paired with singers by drawing lots, forming ten creative partnerships. Each team will receive funding of up to HK$130,000 to produce a 4 to 8-minute original microfilm. For Tier 2, five self-formed teams comprising directors, scriptwriters, singers and advertising production companies are introduced at the ceremony. Each team is eligible for funding of up to HK$240,000 to create a 12 to 16-minute original microfilm.
Beyond financial support, the Scheme provides a comprehensive range of professional training and mentoring opportunities. Industry veterans and experts will be invited to offer guidance on scriptwriting, directing, production management and post-production techniques, helping participating teams enhance both the quality of their works and their overall creative capabilities.
Promoting Original Productions and Expanding Industry Exposure
Completed microfilms will be showcased through a variety of channels, including FILMART 2027, local television stations, online platforms, social media channels, the Scheme's official website and related promotional activities. These efforts aim to increase public and industry exposure to Hong Kong's original creative content while demonstrating the strength and potential of local creative talent.
The organiser stated that the Support Scheme has, over the years, provided a valuable platform for advertising production companies, directors and music creators to collaborate and exchange ideas. Through supporting the creation of more original works, the Scheme aims to nurture emerging creative talent, strengthen collaboration among the advertising, film and music sectors, and further enrich Hong Kong's creative industry ecosystem.
Following today's Kick-off Ceremony, the selected teams will begin pre-production and filming. The completed microfilms are expected to premiere online in January 2027 and will subsequently be showcased to industry professionals and audiences during FILMART 2027.
Awards to Recognise Excellence and Encourage International Exposure
To recognise creative excellence, the Support Scheme will present a series of awards, including:
- Best Microfilm Production Award (Gold, Silver and Bronze)
- Best Microfilm Actor Award (Gold, Silver and Bronze)
- Best Microfilm Actress Award (Gold, Silver and Bronze)
- Best Microfilm Scriptwriting Award
- Best Microfilm Cinematography Award
- Best Microfilm Art Direction Award
- Most Popular Microfilm Award (selected through public voting)
Outstanding works and teams may also be recommended to participate in international microfilm and short-film competitions, helping expand their international exposure and creating further development opportunities.
The advertising production companies, directors and singers participating in the two tiers of the 14th Support Scheme are listed below:
Tier 1 "Advertising Production Start-ups"
(In alphabetical order of the advertising production companies' English names)
| | Advertising Production Start-ups and Directors | Singers and TheirRecord Labels |
| 1 | CADO FILM LIMITED Director: Fan Ka Chun, Ng Kwan Hei | Mini Chan Company: Galac Limited |
| 2 | CITYFILM Director: Li Yiu Chu | ALITZ Company: Ksound Union Limited |
| 3 | FIRST CUT PRODUCTION LIMITED Director: Chan Tsz Hong | JESS Law Company: Song Entertainment Limited |
| 4 | ICHIBANHK Limited Director: Lai Chun Hei | Connie Hau Company: TVB Music Group Limited |
| 5 | Kolak Production Limited Director: Au Yeung Chun Ho | Kaka Wan Company: Longitude Production Limited |
| 6 | ONLY HUMAN STUDIO Director: Wong Wing Chi Nicole | K!RZ Company: JL Music |
| 7 | SHADOWPLAY Director: Ng Hin Lam Allan | Melonyea Company: Improvisation Limited |
| 8 | Ten Point Creative Co Director: Yuen Wai Ho | CHANGOR
Company: Mic Production Limited |
| 9 | Westudio Director: Poon Ka Fai | The Lemon Ones Company: Swans Production Hong Kong |
| 10 | 96 Good Boy Workshop Director: Simon On | Winky Wong
Company: Winky Wongky Production |
Advertising Production Start-ups and Directors
Singers and TheirRecord Labels
1
CADO FILM LIMITED
Director: Fan Ka Chun, Ng Kwan Hei
Mini Chan
Company: Galac Limited
2
CITYFILM
Director: Li Yiu Chu
ALITZ
Company: Ksound Union Limited
3
FIRST CUT PRODUCTION LIMITED
Director: Chan Tsz Hong
JESS Law
Company: Song Entertainment Limited
4
ICHIBANHK Limited
Director: Lai Chun Hei
Connie Hau
Company: TVB Music Group Limited
5
Kolak Production Limited
Director: Au Yeung Chun Ho
Kaka Wan
Company: Longitude Production Limited
6
ONLY HUMAN STUDIO
Director: Wong Wing Chi Nicole
K!RZ
Company: JL Music
7
SHADOWPLAY
Director: Ng Hin Lam Allan
Melonyea
Company: Improvisation Limited
8
Ten Point Creative Co
Director: Yuen Wai Ho
CHANGOR
Company: Mic Production Limited
9
Westudio
Director: Poon Ka Fai
The Lemon Ones
Company: Swans Production Hong Kong
10
96 Good Boy Workshop
Director: Simon On
Winky Wong
Company: Winky Wongky Production
Tier 2 "Professional Advertising Production Houses"
(In alphabetical order of the advertising production companies' English names)
| | Company Names | Directors | Singers | Singers' Record Labels |
| 1 | After Life Production Co | Leung Kam Fai | WINKA @COLLAR | MUSIC NATION ARTISTS MANAGEMENT COMPANY LIMITED |
| 2 | Good Good Creative | Lee Hui Kiu | Ng Yip Kwan | KENKONMUSIC LIMITED |
| 3 | Rockship Studios Limited | Put Chung Ho | Alan Po | The Motion Sound Music Co. |
| 4 | TOPPEST PRODUCTIONS CO. | Ma Man Kin | Andy Lin | Now Music Entertainment Limited |
| 5 | YYYuen Production Limited | Tsang Chun Yuen | Ngai Tsun Sang Jeffrey | BTBAS Entertainment Limited |
Company Names
Directors
Singers
Singers'
Record Labels
1
After Life Production Co
Leung Kam Fai
WINKA
@COLLAR
MUSIC NATION
ARTISTS
MANAGEMENT
COMPANY
LIMITED
2
Good Good Creative
Lee Hui Kiu
Ng Yip Kwan
KENKONMUSIC
LIMITED
3
Rockship Studios Limited
Put Chung Ho
Alan Po
The Motion
Sound Music Co.
4
TOPPEST PRODUCTIONS CO.
Ma Man Kin
Andy Lin
Now Music
Entertainment
Limited
5
YYYuen Production
Limited
Tsang Chun Yuen
Ngai Tsun Sang
Jeffrey
BTBAS
Entertainment
Limited
For more information about the 14th Microfilm Production Support Scheme (Music), please visit: https://www.microfilm-music.hk
Organiser: Hong Kong Association of Interactive Marketing (AIM)
Lead Sponsor: Cultural and Creative Industries Development Agency of the Government of the Hong Kong Special Administrative Region
| Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organisers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Culture, Sports and Tourism Bureau, the Cultural and Creative Industries Development Agency, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee. |
Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organisers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Culture, Sports and Tourism Bureau, the Cultural and Creative Industries Development Agency, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
The 14th Microfilm Production Support Scheme (Music) Matching Session and Kick-off Ceremony Commences
