KUALA LUMPUR, MALAYSIA – Media OutReach – April 14, 2023 – In today’s hyper-connected world, it’s easier than ever to connect company leaders, organizations and employees on their mobile devices. There is always pressure to be available, even on the go, adding to the hours that employees are overworked. Overwork is also often seen as a good sign of an employee’s career success, especially in Asia, but it poses a challenge for employees in this fast-paced environment. Time outside work to socialize and socialize.
As a brand that has always advocated creating common connections with others, the campaign Work Responsibly (Work is responsible) HEINEKEN®’s latest collaboration with world-renowned Korean actor Park Hyung-Sik to shed light on the overwork, overwork culture that is still prevalent in Singapore and Malaysia. Always stay true to enjoying life values, through this campaign, HEINEKEN® wants to remind Generation Z and Millennials to work responsibly and not let their social lives affected, obsessed with work.
According to the Merriam-Webster dictionary, “ghosting” is “the act or behavior of suddenly cutting off all contact with someone by no longer accepting or answering phone calls, instant messages…”, then ghosting is a term commonly used in dating. There are many reasons why friends start ‘ghosting’ each other, but according to the latest YouGov survey commissioned by HEINEKEN®, work was cited as the top reason (45% of survey respondents responded) like that) caused employees in Singapore and Malaysia to ‘ghost’ their friends, with family commitments coming in at second place (34.5%).
Being a part of Campaign #Work responsibly HEINEKEN®’s newest release, the brand has teamed up with globally acclaimed Korean Actor Park Hyung-Sik to release an unbranded video depicting paranormal events occurring in the bar scene. The purpose behind this creative approach was to grab the audience’s attention and lead them to the campaign’s brilliant tagline, which emphasized the idea that a friend who is hooked on work is nothing more. is a ghost haunting the bar, unable to fully participate.
Actor Park Hyung Sik said, “Through this meaningful project of Heineken, we want to encourage employees to start working responsibly, We should enjoy our social life and don’t let it be. too much influenced by work”.
According to the survey, up to 46.5% of employees in Singapore and Malaysia have “faked” with their friends due to heavy work obligations. 54% shared that their work-life imbalance significantly affected their social life; Up to 64.5% feel burned out at work, while 42.5% revealed that work has caused stress in their relationships with friends and partners.
Overworking culture)
Over the years, employers have put more effort into helping employees achieve work-life balance by implementing benefits such as extended annual leave, paid day off, etc. mental health care and flexible work arrangements. However, research commissioned by Heineken® shows that 33.5% of Singapore and Malaysian employees still feel their social life is significantly affected by work.
One reason why overwork exists not only in Singapore and Malaysia, but throughout the Asia-Pacific region is the work culture of Presenteeism – a sense of embarrassment. and guilt of leaving work on time despite having completed the day’s work, or feeling compelled to stay at work until the manager or superior leaves.
Employees are still letting their social lives be negatively affected by work, despite improved health benefits and benefits
Up to 59% of employees in Singapore and Malaysia agree that, although their employers value work-life balance and encourage them to take adequate time to rest, they still do not notice an improvement in their social life and often find themselves merely amused by work-obsessed friends. This is because employees (68.5%) find themselves unable to refuse the part-time job assigned and up to 73% are afraid to refuse the part-time job assigned by their superiors/managers, while 41% fear that it will affect their promotion as fear of being perceived as “lazy”.
Although 88% of respondents acknowledged the beneficial impact of work-life balance on their social lives, and 77.5% of employees in Singapore and Malaysia place great importance on achieving work-life balance and satisfaction, but they continued to prioritize work over social relationships. However, 88% also believe their organization can help reduce excessive working hours by doing more to encourage employees to lead a healthier social life.
Together with actor Park Hyung Sik, HEINEKEN® wants to encourage fresh thinking on the overwork culture that is still quite prominent in Singapore and Malaysia, and remind Generation Z and Millennials of what it is. the importance of working responsibly and maintaining work-life balance.
As part of HEINEKEN®’s latest #Working Responsible campaign, there will be activations in Singapore and Malaysia to remind individuals to work responsibly and get work done on time to save time. socializing with friends. In Singapore, Heineken®Silver will host the event “The Ghosted Bar” on April 19, 2023, whereby attendees will have the opportunity to experience a range of activities themed ‘paranormal’. In Malaysia, 40 “The Ghosted Bar” experiences will take place across the country.
Bram Westenbrink, Global Brand Manager at Heineken said: “The platform #Work is responsible is raising awareness of the sensitive issue of work-life balance around the world. Heineken has always encouraged and promoted social exchanges and healthy connections between people as we feel that workers need more time to relax and socialize. We are excited to bring this platform to Singapore and Malaysia as a reminder to complete your tasks on time and not let your social life fall behind.”
You can find more information on the most recent study commissioned by HEINEKEN® to better understand the impact of overwork on employees’ social lives. here.
You can find out more information about activating HEINEKEN®’s #Work Responsible campaign in Singapore and Malaysia here.
Research methodology
The findings from this announcement are the result of a survey conducted by YouGov in March 2023. The sample includes a representative sample of more than 1,000 Singaporeans and more than 1,000 Malaysians (between the ages of 18 and 58). ) throughout the territory of these two countries. Upon completion of the survey, data is weighted by age, sex, and region to reflect the most recent population estimate.
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Information about HEINEKEN®
HEINEKEN® is the world’s most international brewer. It is a leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Company has a portfolio of over 300 specialty, regional, local and international beers and ciders. HEINEKEN® is committed to innovation, long-term brand investment, disciplined sales execution and centralized cost management. Through “Making Beer for a Better World”, sustainability is incorporated into the company’s business.
HEINEKEN® has a well-balanced geographical footprint with leadership positions in both developed and emerging markets. The company employs more than 85,000 people and operates breweries, malteries, cider mills and other production facilities in more than 70 countries and territories. Heineken NV and Heineken Holding NV trade shares on the Euronext Stock Exchange in Amsterdam (Netherlands). Common stock prices can be accessed on Bloomberg under the tickers HEIA NA and HEIO NA and on Reuters under the tickers HEIN.AS and HEIO.AS.
HEINEKEN has two funded level 1 American Depositary Receipt – ADR programs: Heineken NV (OTCQX: HEINY) and Heineken Holding NV (OTCQX:HKHHY).
The latest information is available on the HEINEKEN® website: and can follow HEINEKEN® on Twitter via @HEINEKENCorp.