Growing up, the “time of the month” was always spoken about in hushed tones, usually accompanied by a frantic scramble for a heat pack and a dark room. As a Gen Z woman, I’ve always found the secrecy around periods a bit exhausting. Why are we still whispering about something half the planet experiences? That’s why I’m feeling incredibly seen by Eu Yan Sang’s recent IWD campaign.

“Tame Your Menstrual Monsters,” is the breath of fresh air the wellness space needed. It’s not every day you see a heritage brand with over 140 years of history take something traditionally “taboo” and make it feel, dare I say, fun?

Relatable Characters for Very Real Cramps

The campaign introduces four animated “Monsters” that personify exactly how I feel during my cycle. There’s Cranky Flo, who perfectly captures those “don’t look at me” mood swings; Sleepy Sue, the personification of my 3:00 PM brain fog; and Bloated Bella, who is the reason my jeans won’t button. Leading the pack is BFFY, the ringleader of period chaos.

Seeing these discomforts turned into cheeky, adorable characters makes the whole experience feel less like a burden and more like something we can actually talk about. It’s refreshing to see Eu Yan Sang lean into the relatability of being a woman today.

The Cutest Essentials You’ll Actually Want to Carry

Can we talk about the merchandise for a second? Because I am obsessed. As part of the campaign, they’ve released limited-edition “Monster” premiums that are legitimately high-quality lifestyle pieces.

I’ve currently got the Bloated Bella Plushie Hot Water Bag hugged to my stomach, and it is quite possibly the cutest thing I own. It’s soft, quirky, and makes the “Monster” feel a lot more manageable. There’s also a Sleepy Sue Plushie Crossbody Pouch that is peak Gen Z aesthetic—perfect for those days when your “battery” is low but you still need to look put-together.

Bridging the Gap Between Heritage and Gen Z

What I love most is how this campaign bridges the gap between my grandmother’s generation and mine. I’ve always known about Gold Label Bak Foong as it’s been a staple in Asian households for years, but I’ll admit I used to think of it as something “old school.”

By personifying these struggles, Eu Yan Sang has brought Traditional Chinese Medicine (TCM) into a modern context. They offer the formula in different formats now, too—from the traditional large pills to a super convenient ready-to-drink essence that fits right into my busy schedule. It’s the same trusted formula of 20 premium herbs, just repackaged for a generation that values both efficacy and style.

Starting the Conversation Early

Beyond the cute plushies, there’s a real heart to this. They’ve released a digital e-booklet, “A Little Guide to Understanding Periods, Your Body & Menstrual Wellness,” designed to help mothers and daughters talk about puberty and cycle tracking without the awkwardness.

For a brand as established as Eu Yan Sang to say, “Your period doesn’t have to decide your day,” feels genuinely empowering. They aren’t just selling a product; they’re validated our experiences and giving us the tools to take charge of our bodies.

This International Women’s Month, I’m not just “surviving” my cycle. I’m taming my monsters, and looking pretty cute while doing it too!