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HEINEKEN® MALAYSIA TURNS EVERY SIP INTO AN “AHHH” MOMENT

By
Tan Heng Hong
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The Heineken® AghTM at participating outlets nationwide until 11th October 2025 - consumers can engage in a playful effort to “pay” with their best “Agh” to unlock exclusive rewards.

 From refreshing, balanced taste to playful AghPay rewards and immersive brewing experiences, Heineken® invites you to discover what makes every sip so special

KUALA LUMPUR, 9th September 2025 — There’s nothing quite like that unmistakable “first sip of “Ahhh” – the refreshing, balanced taste that defines every Heineken®. Brewed to the same recipe and sold in over 190 countries, Heineken® is known for its consistent quality and signature experiences that consumers recognise worldwide.

This year, Heineken® is unveiling fresh and playful experiences that bring the “Agh! to Ahhh” moment to life – inviting consumers to discover what makes every sip so special while exploring new and memorable ways to connect with the brand.
AghPay: Your Voice, Your Wallet.

Heineken® is introducing AghPay – a playful new mechanic that allows consumers to turn their “Agh! to Ahhh”. Across select bars and online, consumers can engage in a playful effort to “pay” with their best “Agh” to unlock exclusive rewards:

  • The AghTM – an ATM-inspired machine where consumers “deposit” their loudest “Agh!” into the system to unlock their first sip “Ahhh” and enjoy exclusive rewards on the spot.
  • Digital AghPay – for those who can’t make it out in person, visit the Heineken® website to turn your “Agh” into rewards, including exclusive discounts of up to RM15 if you score a perfect 10, on your next Heineken® purchase via Shopee.

These activations highlight Heineken®’s refreshing payoff – showing how even small efforts can lead to an instant taste of that “Ahhh” moment.

Bringing Brewing Closer to Consumers

To deepen appreciation for what makes Heineken® unique and give consumers a closer look at the craft behind every pour, the brand has rolled out The Heineken® Microbrewery – a traveling, immersive experience showcasing the art and science behind every Heineken®. Through interactive displays and demonstrations, visitors can learn about Heineken®’s brewing process, discover the 100% natural ingredients and signature A-yeast that delivers its signature balanced taste, and gain insight into the uncompromising consistency behind its iconic flavour worldwide.

Heineken® Microbrewery is a traveling, immersive experience showcasing the art and science behind every Heineken®

As part of the experience, visitors will also be able to master their own Star Quality pour – learning the same technique used by Heineken® bartenders globally to serve Star Quality pints.

“At Heineken®, we’ve always stood for consistent quality and a refreshing, balanced taste that’s recognised around the world – and that’s something worth celebrating. This year, we’re bringing those core credentials to life in new and memorable ways, from the playful AghPay activations that take consumers from Agh! to Ahhh… to the immersive Heineken® Microbrewery that showcases the craft behind every sip. It’s all about reminding consumers what makes Heineken® so iconic, and letting them experience it for themselves,” said Sean O’Donnell, Marketing Director, Heineken Malaysia Berhad.

Consumers can turn “Agh!” to “Ahhh” at participating outlets nationwide from now to 11th October or try Digital AghPay, which runs until 31st October.

To find out more about the 2025 Credentials Campaign, follow Heineken® on Instagram and Facebook.

Heineken® and all campaign events are strictly for non-Muslims aged 21 and above. We’re all about being responsible—when you drive, never drink. Please #EnjoyResponsibly.

FoodPreneur Expo 2025: SEA’s First Dedicated F&B Entrepreneurship Expo

By
Tan Heng Hong
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Penang, Malaysia – 09 SEPT 2025 – Powered by Foodicious Sdn Bhd, FoodPreneur Expo 2025: SEA’s First Dedicated F&B Entrepreneurship Expo. Foodpreneur Expo 2025 is the SEA’s first ultimate platform for aspiring entrepreneurs ready to dive into the vibrant world of food and beverage business.

FoodPreneur Expo 2025 will connect SMEs, startups, OEM manufacturers, franchise providers, investors, and service enablers under one roof. The event aims to support Malaysia’s growing food ecosystem by offering both inspiration and practical solutions for entrepreneurs at every stage.

Event Details:
Date: 16-18 December 2025
Time: 10 AM-6 PM
Venue: Setia SPICE Convention Centre – Penang, Malaysia

What You’ll Discover:
● FoodPreneur Global Summit 2025: Where Passion Meets Opportunities
The FoodPreneur Global Summit inspires and empowers F&B entrepreneurs through success stories, forums, and expert panels — built on three pillars: Passion, Opportunities, and Growth.

● Halal Pavilion
The Halal Pavilion, in collaboration with halal associations, is a hub for global networking, cross-border trade, and SME growth. Highlighting halal as one of today’s fastest-growing market trends, it features SMEs with certified quality, innovation, and export potential, making it a key cluster and an iconic attraction in Malaysia’s F&B landscape.

● FoodPreneur LAB
Designed as a launchpad for aspiring entrepreneurs and visitors who are eager to grow their footprint in the F&B industry. More than just a showcase, it serves as a dynamic ecosystem that connects entrepreneurs with the essential support systems they need to succeed.

● Opportunity Connect: Pitch & Match
A dynamic platform where F&B foodpreneurs pitch directly to investors, distributors, and partners—unlocking opportunities and accelerating growth.

Aleex Quah, CEO of Foodicious, said: “As someone who started with the B2C channel, I have met many capable entrepreneurs with the potential to transition into the B2B industry. This is the moment to support and empower them to take that next step. Encouraging someone to move forward is easy, but truly guiding them and walking side by side rarely happens. With FoodPreneur, we aspire to be the first to genuinely guide and lead entrepreneurs on their journey.”

FoodPreneur Expo 2025 is expected to welcome over 2,000 trade visitors and aspiring F&B entrepreneurs, positioning itself as the region’s premier hub for business opportunities, innovation, and industry collaboration. Follow FoodPreneur Expo on Facebook, Instagram, LinkedIn, TikTok, Lemon8 & 小红书 (XHS) for updates.

For partnership and media enquiries, please contact:
KK Kuah
Business Development Assistant Manager
Foodicious Sdn. Bhd. 1-3-7 & 1-3-8, Summerskye Square, Jalan Sungai Tiram 8, 11900 Bayan Lepas, Pulau Pinang.
Mobile: 011 7302 8310
Email: kuah@foodicious.com.my

Flojo reimagined

By
Tan Heng Hong
-

Flojo, the functional wellness beverage crafted to boost mental alertness, sharpen everyday focus, and support overall brain health, has undergone a vibrant transformation. Originally launched in Singapore in 2024, this yerba mate-infused sparkling energy drink now features a bold new look and refreshed brand messaging – sparkling energy, which has a more mainstream appeal. The drink previously called out productivity.

Offered in three tantalizing flavours—Mango Yuzu, Guava Passionfruit, and Peach Lychee—Flojo’s earlier formulations were enriched with a powerful blend of botanicals including reishi, echinacea, rhodiola, cacao, ginseng, calendula and schisandra. The drinks deliver a clean, sustained mental lift without the dreaded crash or jittery side effects.

 

 

MilkLife enters yogurt drink market in Indonesia

By
Tan Heng Hong
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MilkLife, a brand under Savoria, has ventured into Indonesia’s yogurt drink market with the launch of its new 252ml shelf-stable yogurt beverage. Available in two delicious flavors, Blueberry and Mango & Peach, this convenient drink not only offers a refreshing taste but also serves as a source of dietary fibre, supporting a balanced and health-conscious lifestyle.

European Dairy European Dairy Exports from Ireland to Asia Top EUR440 Million in 2024 as Ireland Launches EUR3.2 Million EU Campaign to Strengthen Partnerships

By
Tan Heng Hong
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Grass-fed provenance and advanced R&D connect European dairy from Ireland with Singapore’s food innovation ecosystem and regional HQs

SINGAPORE, Sept 8, 2025 – (ACN Newswire) – Building on the success of the European dairy exports from Ireland to Asia, which exceeded €440 million in 2024, the European Union and Ireland today launched the “European Dairy – Ireland, Where Nature Meets Science” campaign. This €3.2 million co-funded investment aims to strengthen Asia’s nutrition pipeline and foster long-term trade partnerships. Positioning Singapore as the regional hub, the three-year project running until 2028 will focus on building supply resilience, and driving new partnerships across Singapore, China, and Vietnam.

Singapore stands at the heart of Asia’s food innovation and trade ecosystem. Its world-class safety standards, research infrastructure, and regional influence empower European dairy to meet Asia’s demand for sustainable, traceable, and science-driven ingredients in a volatile global market.

Her Excellency Sarah McGrath, Ambassador of Ireland to Singapore, said,“This campaign is a symbol of Ireland’s commitment to strengthening the bridges between Europe and Asia. By launching in Singapore, we are reinforcing not only a vital trade relationship but also our shared pursuit of innovation, research, and sustainable development in food. Ireland’s expertise in science-driven agriculture, combined with Asia’s leadership in food innovation, creates an opportunity to deepen trust and collaboration across sectors. This initiative reflects the spirit of partnership that will define the future of our cultural and economic ties.”

Driving this mission is Bord Bia – the Irish Food Board, which champions the national and international growth of Ireland’s food, drink, and horticulture sectors. With a strategic network of offices across Europe, the Middle East, Africa, the United States, and Asia (Singapore, Shanghai, Tokyo), Bord Bia connects European producers from Ireland with priority partners in these key markets, strengthening trade links and fostering long-term collaboration.

Lisa Phelan, Director for Southeast Asia and Australia and New Zealand at Bord Bia, explained, “Ireland’s grass-fed, sustainably produced dairy, supported by Origin Green, our pioneering national food and drink sustainability programme, brings provenance, quality, and science-driven innovation – but we cannot achieve impact alone. By collaborating with Singapore, which combines technological expertise, research capabilities, and regional market knowledge, we can secure Asia’s nutrition future with dairy that is trusted, traceable, and future-ready. This campaign exemplifies how Europe’s strengths and Asia’s innovation ecosystem can come together to drive sustainable, long-term food solutions.”

Europe’s Flagship for Sustainable Dairy – Ireland

In Europe, Ireland leads in sustainable dairy production, combining grass-fed farming at scale with advanced science and research and development. Key credentials include:

  • 90% of herds are grass-fed, unique globally at this scale.
  • 95% of processors are enrolled in Origin Green, the independently verified sustainability programme.
  • Ranked second globally in the Food Security Index, underscoring safety and reliability.
  • Home to the Dairy Processing Technology Centre, developing functional ingredients for infant formula, medical nutrition, and food innovation.

The campaign aims to:

Reaffirm European Dairy’s reputation as high-quality dairy suppliers
2. Provide traceable, science-driven ingredients
3. Connect Singaporean firms with European Union innovation pipelines

For more information, visit https://european-dairy.eu

Hydration gets a twist: Okky Koko Ion debuts with nata de coco

By
Tan Heng Hong
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Indonesia’s Garudafood has introduced Okky Koko Ion, celebrated as the country’s first isotonic beverage infused with nata de coco. Packaged in a budget-friendly 220ml cup, it is designed for the traditional trade market, delivering a refreshing hydration experience with a unique, chewy texture. Okky Koko Ion competes with OT Group’s Isocup, which is available in various flavours.

From beverage to biscuit, coconut coffee flavour signals Southeast Asia’s next flavour trend?

By
Tan Heng Hong
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Image credit: Minimeinsights.com

As Chinese beverage foodservice brands gain traction across Southeast Asia, could we eventually see food innovations incorporating their signature drink flavours? The rise of mala as an emerging spicy flavour in the region is a clear testament to this growing trend.

In 2024, Guangdong Jiashili Food Group Co., Ltd., one of the leading Chinese producers of biscuits and baked goods, introduced a rich coconut latte-flavored sandwich biscuit in China, positioning itself among the domestic players innovating with this emerging flavour trend.

In Indonesia, Naraya has launched its Narabis Coconut Latte Puff Crisps, marking an early foray into coconut latte-inspired snacks. However, this flavour remains a niche offering within the local market for now.

Vietnamese coconut coffee offers a promising direction for flavour innovation in food products—exemplified by Orion’s coconut coffee-flavored Gouté biscuit.

These examples from Indonesia and Vietnam suggest that coconut latte and coconut coffee flavours in biscuits are emerging signals of a broader trend.

TOP Introduces 1st in Malaysia Breakthrough Technology Ultra Nano Fresh Tech

By
Tan Heng Hong
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Experience next-level cleaning technology that removes invisible body grime for hygienically clean laundry and longer-lasting fabric!

Kuala Lumpur, 26 August 2025 – Laundry may look clean, but is it truly hygienic? While visible stains and odours are easy to detect, the No. 1 hidden laundry enemy behind foul smells, colour fading, and yellowing white clothes is often overlooked – invisible body grime! This sticky mixture of sweat, body oil, dirt, and dead skin cells wraps tightly around fabric fibres and sticks deep in our fabrics even after repeated washing, trapping and causing odour and dirt build-up over time.

Recognising the limitations of normal detergents, which often clean only at surface-level and mask odours with fragrance without removing the invisible body grime, TOP, Malaysia’s No.1^  detergent brand, proudly launches TOP Ultra Nano Fresh Tech, the 1st of its kind breakthrough technology in Malaysia from Lion Japan. Powered by cutting-edge advanced nano-bio enzymes that penetrate deep into fabric layers to effectively remove invisible body grime, delivering hygienically clean laundry with lingering freshness for longer-lasting fabric.

As consumer lifestyles evolve and climate change contributes to increased perspiration and lingering of sweat on clothes, consumers today demand more from their laundry cleaning products. Invisible body grime not only causes foul smells but also causes colour fading and yellowing over time. TOP Ultra Nano Fresh Tech is developed to meet the needs of everyone —from busy professionals to active families—who seek a comprehensive solution that ensures daily laundry is not just visibly clean, but deeply hygienic. With every wash, it offers confidence, peace of mind, and freshness that truly lasts.

“As Malaysia’s No. 1^ detergent brand, TOP is committed to pushing the boundaries of technology to address Malaysians’ laundry concerns and needs,” said Mr. Tomotaka Oka, Managing Director at Southern Lion Sdn. Bhd. “We listen closely to what consumers need and use those insights to keep improving our products. That’s why we’ve created the new TOP Ultra Nano Fresh Tech — a powerful innovation that goes beyond the surface to deeply clean clothes and fight the real cause of unpleasant smells, fading colours, and yellowing whites: Invisible Body Grime you can’t see. With this, we’re not just cleaning clothes, we’re helping Malaysians live better, and feel on TOP with EveryWear.”

It’s Not Clean Until It’s TOP Clean

TOP Ultra Nano Fresh Tech from Lion Japan, powered with advanced nano bio-enzymes offers:

  • Effective removal of invisible body grime for next-level malodour elimination
  • 99.9% anti-virus and bacteria
  • Trusted freshness even in indoor drying conditions
  • 99.9% anti-mite dust

The new TOP Ultra Nano Fresh Tech penetrates deeply at the nano level and beyond microscopic dirt to remove invisible body grime. Say goodbye to foul smells and other malodours that linger on your clothes!

Feel TOP EveryWear, Clean That Moves with You

Every outfit holds and creates precious memories of where you are going, who you care for, and how you show up in the world. With Ultra Nano Fresh Tech, TOP supports the daily rhythm of Malaysians by keeping garments hygienically clean, fresh-smelling, and ready for every moment.

Whether you’re powering through a long work day, getting the kids ready for school, or giving your best at the gym, you deserve the confidence of knowing your clothes are truly clean—deep down. The all-new TOP goes beyond surface-level fabric care, delivering a new standard of hygiene that helps you look better, feel better, and live better every day.

Welcome to the New World of Clean, where TOP Clean isn’t just seen, it’s deeply felt. Because it’s not clean until it’s TOP Clean.

The new TOP with Ultra Nano Fresh Tech is now available nationwide at major supermarkets, hypermarkets, and minimarkets, in both liquid and powder formats to suit every washing preference.

For more information about TOP and its latest improved products, kindly visit:

Official website (http://topdetergent.com.my/)

Facebook (https://www.facebook.com/TOPdetergentMY)

Instagram (https://www.instagram.com/topdetergentmy/)

Generasi: Perfect 10 Explores The Real Struggles Of Teens Chasing Dreams And Identity

By
Tan Heng Hong
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Back Row, Left to Right: (4th from Left) Arabella Ellen, (6th from Left) Ellyza Azizi, (7th from Left) Norsalvina Alwee (Head of Brand, Distribution, Marketing & Sales, Astro Shaw), (8th from Left) Pia Lisa (Marketing Manager, Etika Holdings), (9th from Left) YM Raja Jastina Raja Arshad (Head of Astro Shaw & VP Malay Nusantara Business, Astro), (11th from Left) Nas Addina, (12th from Left) Sling Ng, (15th from Left) Mimi Lana, others Generasi: Perfect 10 cast. Front Row, Left to Right: (22nd from Left) Iylia Karnain, (23rd from Left) Daniel Fong, (24th from Left) Anwaar Beg Moghal, (26th from Left) Nas-T, others Generasi: Perfect 10 cast.

The latest Astro Originals series highlights the challenges faced by a girl striving to become a professional gymnast.

Kuala Lumpur, 4 September 2025 – Renowned for captivating drama enthusiasts and the Malaysian public with its bold, genre-defying storytelling, Astro Originals returns with a fresh new offering for all audiences — Generasi: Perfect 10, a drama adapted from a true story about a young girl striving to fulfil her dream of becoming a professional gymnast. The series will premiere on 19 September 2025, airing every Friday from 12 AM on OnDemand, or at 9 PM on Astro Ria (Channel 104) and Astro Citra (Channel 108).

As the first sports-themed series from the Astro Originals brand, this high-intensity drama immerses viewers in the competitive world of professional gymnastics, while highlighting the emotional toll of pursuing perfection—a theme rarely explored on Malaysian television. This 8-episode series follows the story of Ezie, a young girl who has been passionate about gymnastics since childhood and dreams of becoming a professional athlete. When her school’s gymnastics club is suddenly shut down, Ezie takes a bold step by applying to the most prestigious sports academy in the state. Her acceptance marks the beginning of an emotional journey through fierce competition, personal growth, and confronting harsh realities in the pursuit of her dreams.

Beyond its compelling storyline, the series also touches on deep social issues—from the search for life direction and the vital role of family support in building self-confidence, to the resilience of women in pursuing their dreams and the competitive spirit to change one’s fate.

Generasi: Perfect 10 is produced by Astro Shaw and directed by Sling Ng and helmed by showrunner Nas Addina. This energetic series stars Arena Wan (Ezie), Arabella Ellen (Victoria), Sofia Jane (Coach Sue), Ellyza Azizi (Amal), Daniel Fong (Jun), Sharifah Sakinah (Coach Farah), Qi Razali (Azfar), and Sherie Merlis (Nazma).

Executive Producer of ‘Generasi: Perfect 10’ and Vice President, Head of Astro Shaw & Malay Nusantara Business at Astro, Raja Jastina Raja Arshad, said, “This series presents a narrative that touches on humanitarian and social themes, especially for teenage girls in their pursuit of dreams and search for identity. Through this series, Astro Shaw also aims to celebrate the spirit of Malaysian athletes and the communities that shape them. We hope Generasi: Perfect 10 becomes a manifestation of resilience and the transformative power that defines them as champions.”

Amy Gan, Vice President of Marketing at Etika Sdn Bhd., said, “Generasi: Perfect 10 marks the fifth series in our collaboration with Astro Originals. With every chapter, we’ve showcased stories that embody the spirit of Goodday Charge — fortified chocolate milk that provides the nutrition and energy to keep pushing forward. The narrative ‘memang ada yang hebat, sehingga munculnya yang terhebat’ reflects not just resilience and ambition, but also the idea of always striving to be greater. Just as Goodday Charge powers Malaysians with sustained energy and essential nutrients, these stories remind us that true greatness comes from the drive to go beyond limits and rise stronger each time.”

The Astro Originals Premium Series marks the third collaboration with the iconic local brand, Goodday Charge—the first enriched milk in Malaysia containing 10 essential nutrients to help sustain your energy throughout the day. This strategic partnership includes joint marketing promotion initiatives for both brands as well as product placement. Astro Shaw has also produced a special 30-second video for Goodday in conjunction with this collaboration.

Exclusively for fans of Astro Originals’ premium series, ‘Generasi: Perfect 10’ will also be available for early viewing On Demand via Astro GO starting at midnight, as well as on the sooka app. Stay updated and watch exciting clips through the official social media platforms of Astro Gempak and Astro Shaw on Instagram, TikTok, Facebook, and X.

Viewers can enjoy this new programme and exclusive ‘Generasi: Perfect 10’ content by subscribing to the Astro One Pack for only RM49.99/month. Stream endless entertainment for the whole family and enhance your streaming experience with Astro Fibre 500Mbps and the Entertainment Pack at RM139.99/month. Visit www.astro.com.my or WhatsApp 03-9543 3838 to subscribe or upgrade today.

Terms and conditions apply.

Kinder Bueno Brings Fans the Utimate K-Pop Experience with Pagaehun

By
Tan Heng Hong
-

Stand a chance to win a 3D2N trip to Seoul and meet the rising K-Pop star up close!

SINGAPORE, 5 September 2025 — Kinder Bueno is transforming your favourite snack into an unforgettable K-Pop journey. This September, the beloved chocolate brand joins forces with rising K-Pop sensation Pagaehun to launch the Kinder Bueno K-Pop Experience in Singapore. Consumers can now indulge in their favourite chocolate and stand a chance to win an exciting 3D2N trip to Seoul, South Korea, which includes an exclusive music session where they can sing, dance, and play games with Pagaehun.

Pagaehun is a K-Pop singer who debuted in November 2023 under ATCM with the digital single “OXO.” Gaining attention for his warm, storytelling style and emotional tracks like “You Know What I Mean” and the viral hit “Play With Me,” he quickly built an international fanbase. His 2024 mini-album Exam and 2025 release “Hi+Fiv3” — a nostalgic nod to early 2000s campus romance and retro R&B — further showcased his flair for blending genres. A 2024 Melon Music Awards (MMA) New Artist nominee, Pagaehun draws inspiration from jazz, blues, and global pop, aiming to spread positivity through heartfelt melodies.

PROMOTION DETAILS

From 1 – 30 September 2025, every bite of Kinder Bueno could take customers closer to an unforgettable adventure. Picture the vibrant streets of Seoul lit with neon, the buzz of K-Pop culture, and the excitement of exploring the city’s unique charm. To enter, simply purchase any Kinder Bueno product, snap a photo of the receipt, and upload it to www.kinder.com/sgkpop to be one of the 2 lucky winners to win a trip to Seoul!

Alternatively, customers can also dance their way to Seoul with  the Kinder Bueno x Pagaehun Dance Challenge! It will run from 1 September – 15 November 2025 and no purchase is required. Everyone is invited to recreate their own version of the signature dance, post it on Instagram or TikTok, and include the hashtag #KBDanceChallengePagaehunSG to showcase their moves. Pagaehun will be the judge and the best dancer will win the trip plus meet him in the exclusive music session.

What’s Up For Grabs
  • 1 to 30 September 2025, with purchase of any Kinder Bueno products :
  1. 2 winners of a 3D2N trip to Seoul and an exclusive music session with Pagaehun
  2. 10 winners of limited-edition Pagaehun merch, from hoodies to tumblers to tote bags and celebrity cards.
  • 1 September to 15 November 2025, without purchase of Kinder Bueno products :
  1. 1 winner of a 3D2N trip to Seoul  and an exclusive fan event with Pagaehun on 17 January 2026.

For full details, visit www.kinder.com/sgkpop.
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