Its chief operating officer (mail operations), Helmi Hashim, said the latest product was introduced following the success of last year’s animated Raya postcard featuring augmented reality (AR) technology.

“We embarked on a major change last year by highlighting AR technology (in the animated Raya postcard) which received an overwhelming response. The sale of our Raya cards increased by 1.1 million compared with the previous year.

“Millennials, in particular, are constantly looking for something different to break through the clutter of texting and using social media such as WhatsApp or WeChat.

“Hence, we have come out with something different by incorporating digital media and the tradition of sending Raya cards,” he told reporters here today.

The 3D Hologram Raya Greeting Card comes in two designs and videos.

Customers can watch the 3D hologram videos by downloading the “Hologram Raya” mobile application via Google Play or Apps Store and attach the hologram plastic projector on the smartphone screen.

Interestingly, Pos Malaysia has also released a special edition postcard of the upcoming Malay film titled “Pulang”, to be screened after Hari Raya Aidilfitri, through its collaboration with Primeworks Studios.

Priced at RM12, each 3D Hologram Raya Greeting Card pack consists of an envelope with a pre-printed 50 sen stamp, a hologram plastic projector and the special edition postcard.

The greeting cards are available for purchase at 400 post offices nationwide and www.eziemall.com.

Meanwhile, Pos Malaysia also announced a special discounted domestic postage rate for normal Raya greeting cards at 50 sen each from May 17 to June 12.