Zeekr Malaysia recently organised an exclusive screening and fan engagement event for the Chinese film Dear You (A Letter to Grandma) at GSC Mid Valley, bringing together vehicle owners, media representatives and movie enthusiasts for an evening centred on storytelling and community interaction.

Held on 4 July 2026, the event attracted more than 136 attendees. Following the screening, guests were given the opportunity to meet the film’s creative team, including director Lan Hongchun and lead actors Li Sitong and Wang Yantong. The session featured behind-the-scenes discussions, a question-and-answer segment, and a group photography session with attendees.

The event marked the second collaboration between Zeekr Malaysia and the film. Earlier, on 17 June 2026, the company hosted an advance screening exclusively for Zeekr owners, allowing them to watch the movie ahead of its wider release. According to the company, strong interest from participants in learning more about the production led to the organisation of the subsequent meet-and-greet event.

While automotive brands commonly engage customers through test drives and product-related activities, Zeekr Malaysia has also explored lifestyle and community-based initiatives since entering the local market. Previous programmes have included the Zeekr Dynamic Track Driving Experience and the Zeekr 009 Family Day, both designed to encourage interaction among owners beyond the traditional ownership experience.

The choice of Dear You, a film that focuses on family relationships and connections between generations, aligns with the brand’s efforts to incorporate family-oriented themes into some of its community activities. The screening and engagement session provided attendees with an alternative form of brand interaction that differed from the usual automotive-focused events.

Speaking at the event, Zeekr Malaysia General Manager Eddy Lu said the company intends to continue expanding owner-focused programmes that cover various aspects of ownership, aftersales support, family mobility and community engagement. He added that the company aims to strengthen relationships with customers by responding to their changing expectations and interests.

As competition within Malaysia’s electric vehicle market continues to grow, initiatives such as film screenings and lifestyle events represent one of the ways automotive brands are seeking to maintain engagement with their customer communities outside of product launches and sales activities.