In South East Asia, popular local stars from the late 60s to the 80s included Sakura Teng (樱花), Zhang Xiaoying (張小英) and Lena Lim (林竹君) from Singapore, and Wong Shiau Chuen (黃曉君) and Lee Yee (李逸) from Malaysia. Some such as Lena Lim achieved some success outside the region, and the local labels also signed singers from outside the region such as Long Piao-Piao (龍飄飄) from Taiwan. The recording industry in Singapore in particular thrived. In 1979, Singapore launched the Speak Mandarin Campaign to promote the use of Mandarin over the range of Chinese dialects spoken by various segments of the ethnic-Chinese population. Mandarin songs, already a strong presence on radio stations and on television, further eroded the popularity of Hokkien and Cantonese songs in the media. In the 1980s, a genre of Mandarin ballads called "xinyao" developed in Singapore by singers/songwriters such as Liang Wern Fook.