Join this five-day event offering special photo moments, festive deals and exclusive gifts with purchase.
Kuala Lumpur, 14 January 2026 – This Chinese New Year, Julie’s invites you to stride into the festive season with their Unlock A Joyful New Year experiential roadshow running from 14 to 18 January 2026. This five-day event will be held at Pavilion Bukit Jalil, Centre Court, from 10am to 10pm daily. Welcoming the Year of the Horse, this roadshow offers a serene festive journey with beautiful sceneries, engaging activities, and exclusive gifts with purchase, making it an experience not to be missed!
Sharing the inspiration behind this year’s theme, Director of Julie’s Biscuits, Tzy Horng Sai, said, “At Julie’s, festive activations are more than just seasonal celebrations, they are meaningful touchpoints for connection with our community. Inspired by the classic Chinese literary tale ‘The Peach Blossom Spring’, we reimagined the idea of its hidden haven and brought it to life through our own interpretation while designing Unlock A Joyful New Year. The event thoughtfully designed as a festive sanctuary, embodies our brand values, where joy, warmth and togetherness can be experienced in a physical space. We are proud to once again bring an immersive, community-centred experience to the public, inviting families and friends to slow down, create memories, and reconnect, while reflecting the same spirit in which Julie’s Love Letters have long been shared as festive gifts and enjoyed across generations.”
Designed as a Peach Blossom Spring-inspired hidden haven, the roadshow recreates the charm of an ancient riverside Chinese village filled with peach blossom trees, symbolising harmony, joy and new beginnings. The space is created as a photo-worthy setting, filled with warmth, colour and celebration, continuing the success of our previous Chinese New Year roadshows. Two dedicated photo zones are featured, including the Fortune-Welcoming Canal, where visitors can take photos aboard a boat, and the Bridge of Harmonious Union, a symbolic bridge representing reunion and harmony during the festive season.
As with every Julie’s festive roadshow, the event features the brand’s beloved Love Letters, a favourite snack during festivities. This year also marks the highly anticipated return of the Love Letters Mocha, back by popular demand after being a standout favourite last year. The Love Letters Mocha combines the taste of roasted coffee beans with rich, velvety chocolate, perfectly balanced with Julie’s signature crunchy wafer roll.
No Julie’s roadshow is complete without exclusively designed gifts with purchase created just for this festive season. Shoppers can redeem an auspicious mandarin orange–inspired Fortune Tea Set, consisting of a teapot and four uniquely designed teacups, with a minimum spend of RM188, and a Fortune Teacup blind box with every RM38 spent. With a spend of RM50, shoppers can redeem a Huat-Huat Porter Bag limited to the first 200 redemptions daily, while the purchase of any four Love Letters tubs entitles shoppers to a Julie’s Mini Ceramic Casserole. All gifts are stackable when purchase criteria are met, and every purchase also comes with a set of Julie’s Angpao, while stocks last.
Beyond shopping, visitors can also enjoy complimentary product sampling at the Julie’s sampling booth, featuring all Love Letters flavours, along with Julie’s Wafer Cubes in Chocolate Hazelnut and Peanut Butter flavours. All these treats come in convenient packaging such as a tub for the Love Letters, while the Wafer Cubes are packed in resealable zipper bags, making these snacks ideal for gifting, sharing or enjoying on the go.
Visitors seeking a prosperous year ahead can also visit the Wellspring of Auspicious Wishes, where they can toss a coin into the well and make a wish for a good year ahead. Families with children can participate in colouring activities at the Prosperity Courtyard, while parents and other family members relax and enjoy the peaceful festive atmosphere, creating memorable moments of joy and togetherness.
Join us and take this opportunity to begin your festive preparations, enjoy special offers, and spend time with family and friends. The Julie’s Love Letters range is available in classic Chocolate, Strawberry and Vanilla flavours. All the classic flavours and the Love Letters Mocha is also available online at Julie’s official flagship stores on Shopee and Lazada.
For in-store purchases, visit your nearest neighbourhood convenience stores or hypermarkets. To get continuous updates on Julie’s latest promotions, contests, and activities, visit our website or follow us on Facebook at www.facebook.com/JuliesBiscuits and Instagram at www.instagram.com/juliesbiscuits.
