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1664 Announces Robert Pattinson as New Global Brand Ambassador

1664 x Robert Patinson

No. 1 Selling French Beer in the World unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste.

SHAH ALAM, 2 October 2025 – No. 1 Selling French Beer in the World, 1664, is proud to announce the start of an exciting new chapter, with acclaimed actor and cultural icon Robert Pattinson joining as its new global brand ambassador.

At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet’s most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He’s also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.

This collaboration marks an exciting new chapter for 1664, bringing together Pattinson’s unique style and point of view with the brand’s Parisian roots and effortless sophistication. Together, they invite the world to see ‘good taste’ from fresh angles, with 1664 positioned as the beer that brings people together.

Pairing Robert Pattinson and Brady Corbert signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.

“We’re thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste,” said Nikola Maravic, Global Marketing Director, 1664. “Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip; stay tuned for more to come.”

Pattinson’s involvement brings a new energy to 1664’s world with a playful resolution that everyone can agree on, that 1664 is good taste.

Mavaric continues: “With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership, it’s a statement of intent.” 

Watch this space as 1664 continues to unfold its bold new partnership with cultural icon Robert Pattinson. More unexpected twists and turns await…

Woodford Reserve Brings Back The Wonderful Race

Kuala Lumpur, Malaysia, 30 September 2025 — Woodford Reserve, the world’s top-selling super premium American whiskey, returns this Old Fashioned Month with the third edition of  ‘The Wonderful Race’. This month-long event celebrates and pays tribute to the iconic Old Fashioned cocktail.

Brown-Forman Asia is calling on the most talented hospitality professionals in Malaysia to reimagine a timeless classic — the Old Fashioned — and craft the ultimate “All-Star” edition. This year, the competition isn’t just about creating a winning drink; it’s about shaping the future of cocktail culture.

The winning creation will go beyond great taste. Like any true icon, it must embody vision and finesse. For Woodford Reserve, the All-Star Old Fashioned will showcase the whiskey’s rich character, redefine what creativity in a classic cocktail can look like, and capture its place as a modern staple on menus around Malaysia.

“The Old Fashioned has stood the test of time, but we believe the next great version is waiting to be discovered,” said Colton Payne, APAC Marketing Director at Brown-Forman Asia. “This competition celebrates the craft and innovation of bartenders who have the power to shape what becomes iconic in our industry. We’re excited to see which creation will rise as the All-Star Old Fashioned.”

The winning cocktail will not only earn its creator industry acclaim but will also be celebrated as an enduring icon — a new benchmark for excellence that leaves guests wanting an encore long after the last sip.      

SHORTLIST CRITERIA

Drinks concept and storyline (40%)

  • What is the inspiration and story behind your cocktail creation?
  • How is your cocktail best enjoyed, and during which occasion?
  • What emotions, thoughts, and feelings do you wish to evoke from the people who drink this cocktail?

 

Creativity (30%)

  • Here’s where your artistry and expertise come into play: what elements of this cocktail’s DNA are unique from the usual ones?
  • What is the winning edge of this unique cocktail creation? 
  • How does it fulfill this year’s theme? Think out of the box and highlight how your cocktail excites and why it is worthy of the ‘All-Star’ title!

 

Presentation (20%)

  • Creative presentation and aesthetic of the crafted Old Fashioned cocktail
  • Entrant and outlet participation + advocacy efforts during Old Fashioned Month (10%)
  • Advocating for the brand and drinks through social media and in-outlet touchpoints

The official campaign website for open call submissions starts 1 October 2025 until 31 October 2025. 10 of the most innovative cocktails will be shortlisted to compete for the national title. The national champion will win a trip to the Woodford Reserve Distillery in Kentucky, and the first and second runners-up will represent Woodford Reserve at regional events. 

RELIVING THE FESTIVITIES FROM WOODFORD RESERVE 

‘THE WONDERFUL RACE’ MALAYSIA 2024

Kelvin Wong from Good Friends Club, winner of Woodford Reserve The Wonderful Race, Malaysia

Last year, Kelvin Wong from Good Friends Club emerged as the victor of the local competition, standing out with his signature creations. Kelvin embraced the theme ‘Umami Wildwood’ with “Tropical Spice Harmony” and “Terra Old Fashioned”

Kelvin was challenged to create a savory, earthy cocktail highlighting the bourbon’s deep woody richness. He received four ingredients—Gula Melaka, pandan leaves, orange, and black tea—of which at least one had to be incorporated. Within an hour, he crafted the Terra Old Fashioned, infusing pandan leaves with Penang wild honey, ginger, and soy sauce. He enhanced the drink with his pre-prepared local herbs and spices bitters, blended it with Woodford Reserve Double Oaked, and finished with a slice of pandan leaf as garnish.

In addition to Kelvin, talented modern hospitality professionals from various local bars came together to present their unique Old Fashioned creations, in celebration of creativity, artistry, and flavour mastery.

Everyone is encouraged to craft their very own ‘All-Star’ cocktail this Old Fashioned month. This October, consumers can keep their eyes peeled for the upcoming Old Fashioned menus launching across partner bars too. Let’s drink responsibly as we toast to a truly wonderful Old Fashioned month!

*Please note that terms and conditions apply. 

For more information, just click here.

OREO Puts A Playful Twist On Its Iconic Twist Lick Dunk Ritual By Recreating Its First Ever #TwistLickDance With BABYMONSTER

OREO Puts A Playful Twist On Its Iconic Twist Lick Dunk Ritual By Recreating Its First Ever #TwistLickDance With BABYMONSTER

The collaboration brings together two global icons in a deliciously playful drop with first-ever artist-designed cookies, a bold new flavour and exclusive photocards for Malaysia.

KUALA LUMPUR, MalaysiaOct. 1, 2025 /PRNewswire/ — OREO, the world’s beloved cookie brand, has dropped yet another jaw-dropping collab. Strap on your dancing shoes because OREO x BABYMONSTER is here to hit you up with a taste so good, it makes you dance. The launch is a bold fandom-first collaboration designed to turn the taste of an OREO into a dance party.

This latest drop marks a continuation of OREO’s legacy of culture-defining partnerships, following high-profile collaborations that have captivated fans around the globe. With BABYMONSTER’s signature charisma and OREO’s crave-worthy taste, the OREO x BABYMONSTER collab is set to take over snack aisles and social feeds across Malaysia.

The Playful #TwistLickDance

Consumers across the world are familiar with OREO’s beloved Twist, Lick, Dunk ritual. But OREO is switching up the track for this latest collaboration.

In a first for the brand, OREO x BABYMONSTER grooves to a new beat, putting a playful twist to the classic dunk ritual: Introducing the #TwistLickDance moment. With a bespoke song released by OREO and original choreography performed by BABYMONSTER, the #TwistLickDance challenge invites MONSTIEZ across Malaysia to rediscover their sense of rhythm with a bite of the all-new OREO taste.

“This collaboration puts us right on the pulse of culture,” said Lucas Levy, Mondelez Senior Director of Marketing, Southeast Asia “By bringing together the playful spirit of OREO and the global energy of the new generation K-pop icons BABYMONSTER, we’re creating a shared moment where music movement and taste collide. With BABYMONSTER, we’re reimagining OREO’s iconic ritual into a #TwistLickDance revolution that resonates with a new generation of fans.”

Taste The Drop: New Taste, Bold Colors, And Fan-Favorite Collectibles

For the first time in Southeast Asia, OREO has partnered with a global artist to co-create the cookie experience from the inside out. Inspired by one of Korea’s hottest dessert trends, OREO reveals the limited-edition OREO BABYMONSTER Red Sandwich Cookies with Marshmallow Flavoured Crème, in celebration of BABYMONSTER’s bold identity.

OREO will also debut custom cookies personally designed by BABYMONSTER members. Available in-stores in fan-favorite core flavours of Vanilla, Chocolate, Strawberry and the limited-edition Marshmallow, MONSTIEZ can get hold of photocards with purchase of an OREO x BABYMONSTER multipack. Collect all 7 to complete the set and certify your place as a BABYMONSTER superfan!

Stay Playful With Local Activations

To celebrate the launch, OREO is bringing exclusive experiences to Malaysian fans with nationwide roadshows, contests, and fun activities.

Location of Event

Dates

AEON IOI Mall Putrajaya

14 – 19 Oct

AEON Big Midvalley

21 – 26 Oct

Main Event – Lotus’s IOI Mall Putrajaya

29 Oct – 2 Nov

Lotus’s E-gate Penang

6 – 19 Nov

Village Grocer Southkey Johor Bahru

6 – 9 Nov

Sunshine Farlim

15 – 16 Nov

Lotus’s Ampang

20 – 30 Nov

SOGO KL

20 – 21 Nov

TF Value Batu Caves

29 – 30 Nov

Midas Merge Tebrau Johor Bahru

11 – 14 Dec

In Malaysia, fans can also take the excitement further by joining two special contests:

  • Buy, Selfie & Win Contest (1 October – 31 December): Purchase any participating OREO x BABYMONSTER pack and upload your receipt or submit a selfie of yourself with OREO X BM Cookie to http://www.oreobm.com. Stand a chance to win the sweetest Kpop Adventure to Korea and other BABYMONSTER official merchandise such as a BABYMONSTER Signed Album, Reversible hoodie,Light Stick and Jersey.
  • #TwistLickDance Challenge (13 October – 31 December): Grab an OREO x BABYMONSTER pack and show off your best #TwistLickDance moves. Tag @oreo.mysg on Tiktok and use the hashtags #TwistLickDance and #OREOxBABYMONSTERMY. Stand a chance to win the sweetest Kpop Adventure to Korea and BABYMONSTER official merchandise!

For more information and updates on the OREO x BABYMONSTER collaboration, fans can go to http://www.oreobm.com and follow @oreo.mysg on social media and Tik Tok to join the conversation using #TwistLickDance and #OREOxBABYMONSTERMY.

Polar Bear Leads CPF’s Sustainability Showcase at SX2025

At Sustainability Expo 2025 (SX2025), ASEAN’s largest sustainability fair, Charoen Pokphand Foods Public Company Limited (CPF) invites visitors to explore its Feed–Farm–Food Sustainability Showcase, presented under the concept “SUSTAINOVATION BEHIND EVERY BITE – Every Bite, Everyone, Empowering Sustainability.” Through an interactive journey that recreates the polar regions, CPF highlights the urgent challenge of climate change while demonstrating how sustainable innovation across the entire value chain—from animal feed to responsible farming to safe, nutritious food—can secure better living for people and the planet.

Guided by its vision as the “Kitchen of the World,” CPF showcases how technology and innovation are embedded in every stage of its operations, ensuring that sustainability is at the heart of food production.

At the opening ceremony, M.L. Jirapan Davivongs, Director and Deputy Secretary-General of the Chaipattana Foundation, and Thanpuying Putri Viravaidya, Chairperson of the Mae Fah Luang Foundation, visited CPF’s booth. They were welcomed by Prasit Boondoungprasert, Chief Executive Officer, together with Peerapong Karinchai, Head of Central Engineering, and Kobboon Srichai, Head of Corporate Affairs and Investor Relations.

The immersive experience is open to the public at CPF’s booth in the Better Living Zone, Hall 3, G Floor of Queen Sirikit National Convention Center, throughout September 26 – October 5, 2025.

Step inside the CPF booth and embark on an immersive journey through four themed zones that bring Feed–Farm–Food sustainability to life:

  • The Crisis: Meet the “Polar Bear” on melting ice, a powerful reminder of environmental fragility.
  • The Call: Cross cracking glaciers and discover everyday actions that help protect the planet.
  • The Choice: Explore a mock-up supermarket, learn to spot eco-friendly labels and packaging, and practice sustainable shopping with waste-sorting tips.
  • The Creation: Conclude with an interactive dining experience where virtual chefs, researchers, and farmers reveal the sustainable journey behind every dish.

Beyond the booth, CPF also joins the SX Food Festival (LG Floor), where popular brands Five Star and Star Coffee serve signature menus—including classic fried chicken, spicy chicken steak rice, and a wide range of hot and cold beverages.

Stay updated on CPF’s sustainability initiatives at The Common Routeswww.facebook.com/TheCommonRoutes

Suntory PepsiCo Thailand Launches “Recyclable Waste Buy Station” Scaling Up the “Bottle-to-Bottle Recycling by Suntory PepsiCo Thailand” Project

In Collaboration with Public and Private Sectors to Advance Sustainable Packaging Management

Bangkok, October 2, 2025 – Suntory PepsiCo Beverage (Thailand) Co., Ltd., a manufacturer and distributor of beverages under the Suntory and PepsiCo brands in Thailand, has joined hands with public and private sector partners to expand the “Bottle-to-Bottle Recycling by Suntory PepsiCo Thailand” project through the launch of the “Recyclable Waste Buy Station by Suntory PepsiCo Thailand” in Mab Yang Porn Subdistrict, Rayong Province. The initiative aims to reduce the amount of landfill waste, increase the quantity and quality of recyclable materials— particularly clear, colorless PET bottles—returned to the recycling system, and generate additional income for local residents through proper waste segregation and recyclable waste buying in the community. At the same time, the project instills waste segregation habits among local youth, promoting efficient and sustainable recyclable waste management.

Mr. Yosayut Sahawatcharin, Senior Vice President, People & Culture and Corporate Affairs, Suntory PepsiCo Beverage (Thailand) Co., Ltd., stated “Suntory PepsiCo Thailand is committed to advancing sustainable packaging management because we believe post-consumer packaging is not waste, but a valuable resource, particularly clear, colorless PET bottles which can be safely and efficiently recycled into new bottles through a process known as ‘Bottle-to-Bottle Recycling.’ Over the years, we have consistently and seriously driven this concept, becoming Thailand’s first beverage company to use 100% recycled PET bottles (100% rPET). We have also extended producer responsibility into tangible post-consumer packaging management through the ‘Bottle-to-Bottle Recycling’ project. Today, we are scaling this approach to the community level by opening of the ‘Recyclable Waste Buy Station’ in Mab Yang Porn Subdistrict, Rayong Province, to promote the sustainable management of post-consumer packaging and other recyclable materials, while creating recurring income opportunities for local residents. All of this reflects our corporate value of ‘Growing for Good,’ which places equal importance on consumers, society, and the environment alongside business growth. We believe this collaboration marks another important step in creating a truly positive impact on society.”

Mr. Aphichat Ngerntuam, Mayor of Mab Yang Porn Subdistrict Administrative Organization, said
“Mab Yang Porn Subdistrict Administrative Organization has always prioritized improving the quality of life for our residents, with waste management being as one of our key responsibilities—covering collection, disposal, and encouraging community participation. In the past, we have carried out several projects, such as the Waste Bank Project, to promote waste segregation at source. Today, we are taking another step forward through our collaboration with Suntory PepsiCo Thailand to establish the ‘Recyclable Waste Buy Station’ in our subdistrict. This project not only helps reduce waste in the area but also generates income opportunities for the community by cultivating the understanding that waste has value, and that proper segregation can reduce environmental impact while easing the government’s burden in waste management. We firmly believe that sustainable change begins with the collective participation of everyone, and Mab Yang Porn Subdistrict Administrative Organization is fully committed to supporting this initiative so that our community can grow alongside a better environment.”

Ms. Wipawan Tasanapreechachai, Vice President, Corporate Affairs, Suntory PepsiCo Beverage (Thailand) Co., Ltd., added “Suntory PepsiCo Thailand first launched the ‘Bottle-to-Bottle’ project in 2023 as a CSR initiative. Over the years, it has evolved into a long-term sustainability program. This year marks another important milestone in advancing sustainable packaging management, with Mab Yang Porn Subdistrict in Rayong selected as the pilot area. The location was chosen because it is close to our beverage production plant and brings together all key stakeholders in the packaging value chain—from manufacturers, distributors, and consumers to segregators and recycling plants. In collaboration with Mab Yang Porn Subdistrict Administrative Organization, we have established the ‘Recyclable Waste Buy Station by Suntory PepsiCo Thailand,’ which will be driven through three main activities:

  • Recyclable Waste Buy: Buying back various types of recyclable materials such as PET plastic bottles, glass bottles, aluminum cans, paper cartons, and used cooking oil, while strengthening the capabilities of local community representatives to effectively manage the station.
  • Knowledge Sharing: Providing community members with training on waste segregation techniques to enhance the value of recyclable materials, along with organizing workshops for more than 200 local students to foster waste segregation habits at the source.
  • Communication and Public Engagement: Raising awareness and encouraging continuous participation among local residents to build long-term community commitment to recycling.

We are confident that learning and co-developing with community representatives will ultimately lead to a fully community-managed Recyclable Waste Buy Station, enabling long-term, sustainable change across environmental, social, and economic dimensions. This reflects our strong commitment to the corporate value of ‘Giving Back to Society.’”

In addition to collaborating with government agencies, Suntory PepsiCo Thailand has also received strong support from two key partners, GC YOUTURN and The Geen, both of which bring specialized expertise and share a mutual goal of advancing Thai society toward sustainability.  

GC YOUTURN, a comprehensive plastic waste management platform, will support the collection of recyclable materials by physically picking them up from the Recycle Waste Buy Station and delivering them into a proper and efficient recycling process.

The Geen plays a vital role in laying the groundwork and co-designing the project—from conducting in-depth community research to understand the local context, piloting waste buy activities, and enhancing the skills of local representatives, to organizing student workshops. By leveraging its expertise, experience, and genuine commitment to systematic waste management, The Geen, together with GC YOUTURN, strengthens operational effectiveness and provides essential support for the “Recyclable Waste Buy Station by Suntory PepsiCo Thailand” to steadily advance toward achieving its sustainability goals.

The “Bottle-to-Bottle Recycling by Suntory PepsiCo Thailand” project is designed to promote sustainable packaging management, embodying the corporate values of “Growing for Good” and “Giving Back to Society” into real action. Through strong collaboration with all stakeholders, the initiative not only helps reduce environmental problems but also creates opportunities for everyone to take part in protecting our planet. Every bottle that is recycled and returned to the system represents a small step that contributes to a significant change for our society and environment.

ATLAS Vending and SW Corp Join Forces to Transform Recycling in Malaysia with 50 ECOPODs

Ybrs. Tuan Khalid Bin Mohamed, CEO of SW CORP trying out the ECOPOD machine under the watchful eyes of Dr. Kalithasan Sothinathan, Marketing Manager of Etika Sdn Bhd; and Dr Kalithasan Sothinathan, Marketing Manager of Etika Sdn Bhd with the signed MoUs

Public-private partnership brings world-record innovation to wet markets, universities, hospitals, and UTCs, making recycling part of everyday life 

Kuala Lumpur, 1 October 2025 – In a landmark step towards a greener Malaysia, ATLAS Vending, the vending machine arm of Etika Sdn Bhd, and the Solid Waste Management and Public Cleansing Corporation (SW Corp) today signed a Memorandum of Understanding (MOU) at SW Corp’s headquarters in Cyberjaya. This public-private partnership unites two national leaders with a shared mission: scaling up recycling infrastructure, embedding sustainable habits into daily life, and making green living more accessible to all Malaysians.

Under the agreement, SW Corp will adopt 50 ECOPODs from ATLAS Vending, the Guinness World Records-recognised reverse vending machine (RVM) hailed as the world’s thinnest with a can compaction system. ATLAS will also work alongside SW Corp to deploy the units at strategic, high-impact locations identified by the corporation.

ECOPOD will be deployed at wet markets, hospitals, universities, and Urban Transformation Centres (UTCs) – all high-footfall, often congested locations where placing machines can be a challenge. With its sleek, space-saving design, ECOPOD fits seamlessly into these environments, making recycling convenient without adding to space concerns.

Unlike conventional reverse vending machines that take up the space of both a recycling unit and a vending machine, ECOPOD combines the best of both worlds in one slim footprint, offering greater benefits without compromise. Despite its compact build, each unit has the capacity to hold up to 214 crushed cans and 70 bottles per cycle, proving that smart design can achieve both efficiency and impact.

For more information on this collaboration, visit ATLAS Vending’s Facebook page at https://www.facebook.com/atlasasia.co/. 

Nestle Continues to Purchase Coffee Beans from Thai Farmers Supporting Local Farming Communities

Nestle Continues to Purchase Coffee Beans from Thai Farmers Supporting Local Farming Communities While Promoting Regenerative Agriculture

Thursday 2 October 2025 – Nestle (Thai) Ltd. has joined hands with the Thai Coffee Farmers Association to sign a Memorandum of Understanding (MoU) to support coffee farmers in Thailand. This agreement includes the purchase of coffee beans from Thai farmers during the production season of 2025/2026. Additionally, Nestle is committed to transferring knowledge about Regenerative Agriculture to enhance both the quantity and quality of coffee production while also protecting the environment. Furthermore, Nestle will also continue to conduct research and development of coffee varieties to provide farmers with access to high-yield coffee plantlets. These initiatives are aimed at supporting coffee farmers in Thailand to improve their income and quality of life. The MoU signing ceremony was honored by the presence of the Governor of Chumphon Province.

Ms. Salinla Seehaphan, Corporate Affairs Director, Nestle (Thai) Ltd., said, “For several decades, Nestle has continuously supported our local coffee farmers. Additionally, Nestle has consistently been the largest purchaser of local Robusta beans in Thailand. The signing of the Memorandum of Understanding (MoU) each year reaffirms that Nestle will purchase Robusta coffee beans directly from Thai farmers. Moreover, we support farmers in adopting Regenerative Agriculture practices in their coffee plantations through knowledge-sharing programs and various training sessions. This not only helps improve coffee production in terms of both quantity and quality but also aids in restoring ecosystems and protecting soil and water resources, enabling farmers to cope with climate change.”

Mr. Thianchai Chookittiwiboon, Governor of Chumphon Province, said, “We are very pleased that Nestle continues supporting our coffee farmers with the direct purchase of coffee beans. Coffee is an economic crop for Chumphon and we have the potential to enhance coffee cultivation in the province to be more efficient and meet market demands. All of this will help farmers improve their income and quality of life while promoting the province’s economy. This is aligned with the province’s ongoing policy to develop Chumphon into a ‘Robusta Metropolis’ recognized both domestically and globally.”

Mr. Prayoon Songprasert, Chairman of Thai Coffee Growers Association, said, “During the past decades, Chumphon’s coffee farmers have received support from Nestle through direct purchases of coffee beans and knowledge sharing on sustainable coffee cultivation. Additionally, the coffee plantlets developed by Nestle give good yields, consistently producing high-quality beans. This enables our farmers to generate substantial income from coffee cultivation and improve their living standards, which encourages them to continue pursuing this career with enthusiasm and passion.”

Masan launches latte-style Wake-Up 247

Masan’s coffee-flavoured energy drink brand Wake-Up 247 has recently debuted a latte style energy drink in Vietnam. This energy drink contains taurine and vitamin B complex with a high caffeine concentration.

Promoted as best enjoyed cold, this new creation builds on the well-known coffee taste of Wake-Up 247 and introduces it in a refreshing latte format. This approach paves the way for exciting innovation opportunities by experimenting with a wide range of popular coffee beverages. At the same time, this fusion flavour strategy allows Wake-Up 247 to attract consumers who typically avoid energy drinks but still seek their energising benefits in a tastier format

New Vinamilk Black Sesame Soy Nut Milk boosts skin and hair health

Vinamilk has recently launched its new Black Sesame Soy Nut Milk in Vietnam, featuring a low-sugar formula designed to support a healthier lifestyle. This plant-based beverage delivers 16.2 micrograms of Biotin per 180ml serving.  Rich in nutrients and crafted for wellness, it us especially beneficial for maintaining healthy skin and promoting strong, vibrant hair.

This launch aligns with broader regional preferences—in China, for example, black-colored edible ingredients such as black sesame and black soy milk are traditionally associated with hair health and vitality.

More broadly, consumers are actively looking for ways to maintain healthy hair, yet there is a noticeable gap in the market for ingestible products specifically designed to help men nourish hair from the inside out. This gap presents an opportunity for brands to innovate with functional foods and beverages that target men’s hair health.

Kirin Establishes KIRIN BREWERY SOUTHEAST ASIA SDN. BHD. in Malaysia to Drive Sustainable Growth in Southeast Asia

TOKYO, September 25, 2025 – Kirin Brewery Company, Limited (Kirin Brewery) is pleased to announce the establishment of a new company in Malaysia, KIRIN BREWERY SOUTHEAST ASIA SDN. BHD. (KBSEA), with the aim of strengthening its business foundation and achieving sustainable growth in the Southeast Asian market. The new entity will officially begin operations on Wednesday, October 1, 2025.

The alcoholic beverage market in Southeast Asia has been steadily growing over the years, driven by population growth and economic development*¹. Until now, Kirin’s operations in the region have been managed through Kirin Holdings Singapore Pte. Limited, a subsidiary of Kirin Holdings Company, Limited (Kirin Holdings), based in Singapore. However, to fully leverage the region’s growth potential, Kirin Brewery is establishing a local entity and transferring certain functions to the new company. This will enable more agile decision-making and allow for faster, more responsive engagement with local consumer needs.

KBSEA will lead the development of marketing strategies and brand initiatives across Southeast Asia, while strengthening partnerships with local distributors to build a business deeply rooted in the region. In addition, by expanding its product portfolio, launching new products, and promoting OEM operations, KBSEA aims to meet diverse consumer needs, invigorate the market, and drive sustainable growth and competitiveness in this rapidly developing region.

*1 IWSR(2014-2024)

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