Chamrun Digital’s Agentic AI to Break Silos, Boost Malaysia’s Public Service Efficiency
The existence of silos across various ministries and departments remains one of the persistent challenges in Malaysia’s public administration, resulting in inefficiencies and delays in decision-making, said Dr Behrang Parhizkar, Chief Executive Officer of Chamrun Digital and Chamrun AI.
“One of the biggest bottlenecks in our public service is the fragmentation among ministries, departments and data systems. Acting as a “smart connector”, Agentic AI can unify these fragmented data and workflows into a single, actionable platform enabling leaders to make more informed, timely and effective decisions,” he stated during his address at the Malaysia Digital Expo (MDX) Summit 2025 launching today.
While traditional AI operates reactively and is limited to individual tasks, Agentic AI is designed to be proactive, autonomous, and action-driven. It anticipates needs, plans ahead, and coordinates multiple processes across agencies, delivering faster and more integrated solutions for the public.
The potential benefits of Agentic AI are significant. In agriculture and food security, it helps farmers anticipate needs and improves demand and supply forecasting, potentially reducing the country’s RM70 billion annual food import bill. In public service, automating tasks such as form checks and license assessments can cut delays, allowing civil servants to focus more on policymaking and citizen services.
For fraud prevention, Agentic AI powered voice systems can operate 24/7, verifying reports instantly and alerting authorities in real time – a crucial feature given over RM573 million in online fraud losses recorded early in 2025.
Beyond technology deployment, Chamrun Digital, in collaboration with the Public Service Department (JPA), is conducting a six-month AI & Digital Leadership Programme to train senior officers within the public sector. The programme equips leaders with the skill to embed AI expertise for sustainable government transformation.
“Malaysia cannot afford to view AI as a passing trend. With Agentic AI, we are moving beyond pilot projects to real solutions that benefit citizens by improving public sector efficiency, responsiveness, and sustainability,” he emphasized.
This initiative positions Chamrun Digital and Chamrun AI as strategic industry partners to JPA and MyDIGITAL, fully aligned with the Malaysia Digital Economy Blueprint (MyDIGITAL) and the National AI Policy.
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THE NATIONAL ART GALLERY ORGANIZES IPOH SUKA LANGKA
The National Art Gallery is celebrating its 67th anniversary this year, reinforcing its role as the nation’s premier visual arts institution. From Kuala Lumpur to Langkawi, the artistic pulse continues in Ipoh with the establishment of a new branch, which is expected to begin operations next year in the iconic Pejabat Pos Lama Ipoh building, enriching Perak’s creative landscape as a hub for contemporary art.
In anticipation of the opening of its Ipoh, Perak branch, the National Art Gallery will organize “Ipoh Suka Langka” on 19th and 20th September 2025. This event will take place at the National Art Gallery Ipoh Branch and across several significant city landmarks, including Dataran Dato’ Sagor, Town Hall, Sultan Idris Shah II Mosque, and Ipoh Town.
This two-day program will feature a wide range of activities that combine visual arts, culture, and community in an inclusive and lively atmosphere. The event includes several art competitions, such as Ipoh Plein Air, Mobilegraphy – Jejak Seni, and a Children’s Coloring Contest. Community-focused activities will feature a Skate Jam and Neon Art Walk, while interactive workshops will cover AR Colouring, Animation Screenings, a Doodle Workshop, and a Cupcake Workshop.
Visitors can also enjoy stage performances showcasing local artists. Other activities include Bicara Rohani by Ustaz Syed Abdul Kadir Aljoofre, a Curatorial Session (Rapat Kurator) for art enthusiasts, and a variety of activity booths. Interestingly, the program will also feature a projection mapping show on the National Art Gallery Ipoh building every night throughout the event, which will combine digital technology, creative expression, and an immersive experience for visitors.
The program will be officially launched on 19th September 2025 (Friday), at 9.00 p.m. The ceremony will also include the launch of the "Ipoh Suka Langka Digitalization" initiative and a prize-giving ceremony for the winners of the "Most Creative Neon Costume" competition.
Through its diverse activities, the program not only serves as a platform for community engagement but also marks an important milestone for the National Art Gallery Ipoh as a new landmark in Ipoh, Perak. The public is invited to attend and enliven this program, celebrating art, culture, and community in the city of Ipoh. For more information, follow the National Art Gallery’s official social media platforms or visit www.artgallery.gov.my.
LPSVN UKK/600-01/05 JILID 2 (11)
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Attitude Ideology Wins Two Awards at the Hashtag Asia Awards 2025
Recognized for Excellence in Xiaohongshu Seeding and Integrated Social Campaigns with Lazada & Watsons
At the prestigious Hashtag Asia Awards 2025 held in Singapore, Malaysian branding & creative marketing agency Attitude Ideology clinched two major accolades for its outstanding integrated strategies and impactful social content executions. In partnership with Lazada and Watsons Malaysia, the agency showcased its prowess in Xiaohongshu (XHS) content seeding and cross-platform marketing.
The award-winning campaigns include:
Silver – Best Social Media Campaign for a Specific Audience
Lazada #TaoFashion Project
Bronze – Best Use of Social Media Platforms
Watsons Malaysia #WatsonsXHS Project
Both award-winning campaigns were fully conceptualized and executed by the Attitude Ideology team, centered around Xiaohongshu (XHS) as the primary content seeding platform. By leveraging the influence of KOCs, brand storytelling, and platform-specific amplification, the campaigns successfully built deep resonance and high engagement within targeted audience segments.
Hashtag Asia Awards is one of the region’s most influential accolades recognizing excellence in social and content marketing. The 2025 edition brought together top brands and agencies from across Asia, including Singapore, Malaysia, Hong Kong, the Philippines, Indonesia, and Thailand, marking a competitive and star-studded showcase of innovation.
Beyond Attitude Ideology, several other Malaysian campaigns stood out this year, including projects from Air Selangor and Telekom Malaysia (TM), reflecting the growing influence of Malaysia’s marketing industry on the regional stage.
Kien Lim, Founder and Strategy Director of Attitude Ideology, shared:“It’s truly encouraging to receive international recognition alongside our brand partners. As marketing trends evolve rapidly, we remain committed to content-first strategies that tap into local culture and community insights. Xiaohongshu seeding marketing has become a rising force across the region. With over 3 million users in Malaysia alone, it’s no longer just a platform, it’s a crucial gateway that deeply influences purchasing behavior. We believe this wave of social conversion is key for brands to create real, lasting value.”
Overall, Malaysia has about 25–28 million social media users, around 70–80% of the population — it’s part of Malaysian daily life. The big trend now is authentic content. “XHS is gaining so much popularity because it feels like digital word-of-mouth. People use it to discover what to buy, where to go, or which brand to trust. And especially for the Chinese-speaking market, it has become the go-to platform for authentic recommendations”, said Kien.
On the future trends on social media which will hit in 2026, Kien affirms,” The direction moving forward revolves around niche communities. Platforms that combine AI, shopping, and culture with strong community trust will grow fastest. People want simply wants platform that feel personal, relevant and meaningful.”
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F&NHB Launches NutriWell in Malaysia, Inspiring a Naturally Better Way to Live
F&NHB’s trusted wellness brand expands regionally with a new campaign, product lineup and digital platforms to make healthy living more enjoyable, delicious and accessible
(L-R): Jordan Ng, Managing Director Beverages & Dairies, Peninsular Malaysia, F&NHB; Leong Wai Yin, Chief Marketing Officer, F&N Beverages Marketing, F&NHB; Celine Tan, Regional Marketing Director, F&N Limited; and Karen Tan, Director Communications Corporate Affairs & Sustainability, F&NHB.
NutriWell, a trusted health and wellness brand from Fraser & Neave Holdings Bhd (“F&NHB”), has officially launched in Malaysia. Building on its strong presence in Singapore and recent entry into Thailand, NutriWell continues its regional growth with a clear mission: to make a better living more accessible through nutritious, great-tasting plant-based beverages.
More than just a beverage brand, NutriWell represents a holistic approach to wellness – offering products that support modern lifestyles without compromising on taste or quality.
A delicious take on healthy choices
To mark its Malaysian debut, NutriWell is rolling out a regional campaign titled ‘Healthy Should Taste this Good’. The campaign challenges the long-standing perception that nutritious choices often taste bland by highlighting that healthy options can be both nourishing and genuinely enjoyable.
Through vibrant storytelling and engaging visuals, NutriWell showcases its line-up of plant-based beverages – each crafted to deliver great taste and meaningful health benefits. Whether you are starting your day at home, enjoying a moment at your favourite café or simply looking for a better-for-you alternative, NutriWell invites everyone to rethink what healthy should taste like, whether you are starting your day at home, enjoying a moment at your favourite café or simply looking for a better alternative.
Inspired by nature and backed by nutritional science, NutriWell’s beverages are naturally cholesterol-free, contain no added preservatives, are a source of calcium – which helps support the development of strong bones and teeth – and are high in Vitamin D. It is a wholesome choice for anyone seeking nutritious, dairy-free options.
Discover the NutriWell line-up - Rice, Grain, Nuts and Seeds range
NutriWell Oat M!lk
A creamy, dairy-free alternative that is high in vitamin D. Its smooth texture makes it a satisfying and nutritious choice.
NutriWell Almond M!lk
Bold and nutty, this beverage delivers a rich flavour and a source of calcium, all while being plant-based.
Oats & Quinoa Soy M!lk
A nutritious blend that combines the benefits of oats and quinoa, offering a wholesome beverage that is rich in plant-based goodness.
Purple Rice Soy M!lk:
A unique fusion of antioxidant-rich purple rice and soy, this beverage delivers a distinct flavour and a source of dietary fibre, ideal for those looking for something different yet nutritious.
Strengthening digital connections for everyday wellness
NutriWell has launched a new website and social media platforms to connect with a wider audience and share its philosophy of everyday wellness. These digital touchpoints serve as a hub for engaging content – from practical health tips to ingredient insights and lifestyle inspiration – designed to support informed, enjoyable choices. By building a strong online presence, NutriWell is making wellness more accessible and relevant to modern lifestyles.
“Better living starts with small choices – like a drink that tastes great and does your body good,” said Ronnie Teo, Chief Brand and Commercial Officer, Fraser and Neave, Limited. “With NutriWell, we bring natural nutrition and flavour together like never before. Healthy should taste this good. So, sip, smile, and feel amazing.”
Leong Wai Yin, Chief Marketing Officer of F&N Beverages Marketing, Fraser & Neave Holdings Bhd said, “We’re inspired by younger Malaysians who are embracing health and wellness, exploring healthier food choices and joining fitness activities with a social element, from run clubs to pickleball, paddle sports, and pilates. To capture this growing demand, we developed NutriWell with flavours suited to Malaysian taste buds, using high-quality, nutritious ingredients — a source of calcium and high in vitamin D, with no added preservatives. There’s a NutriWell for everyone, whether you enjoy it on its own, mixed with your coffee, or even incorporated into your cooking.”
All four plant-based milk variants are available at Giant, Lotus’s, AEON MaxValu, AEON BiG, Mydin, selected Jaya Grocer and TFP Retail. For more information, visit: https://nutriwellglobal.com/my.
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Paramount Property Launches Paramount Cup 2025 with One of Malaysia’s Largest
Pickleball Prize Pools
Four-day tournament set to unite over 820 players across generations.
Paramount Property is set to make its mark in Malaysia’s sporting calendar with the launch of the Paramount Cup 2025, a premier pickleball tournament offering a RM112,500 prize pool – one of the largest in the country.
The tournament will be held from 23 to 26 October 2025 at the newly opened PLAYA Racquet Club @ PARC Subang, featuring 18 categories across singles, doubles and mixed doubles segmented by skill level and age group. With an expected turnout of more than 820 players, the Paramount Cup 2025 will unite juniors, adults, and seniors in a vibrant four-day celebration of sports, lifestyle, and community.
As The People’s Developer, Paramount Property has long championed initiatives bring people together for a healthy cause, which also reflects its sustainability commitment of ensuring the wellness of communities. The company has sponsored community-driven events such as the Bukit Banyan Hero Run in Kedah, the Penang Fellowship Bridge-to-Bridge Ride, and the KL Car Free Morning. The Paramount Cup 2025 extends this legacy by championing pickleball – a fast-growing sport renowned for its inclusivity, bridging generations and skill levels on the same court.
Paramount Property CEO, Chee Siew Pin said, “Pickleball resonates deeply with us because of its accessibility and ability to connect people of all ages. The Paramount Cup is more than just a tournament – it is a celebration of community spirit, active living, and the joy of coming together. It reflects our belief that true value lies not only in the homes and spaces we create, but in the quality of life and shared experiences they enable.”
The Paramount Cup 2025 is expected to raise the profile of pickleball in Malaysia while reinforcing Paramount Property’s brand commitment to building connected, thriving, and multigenerational communities, working in collaboration with PLAYA Racquet Club.
PLAYA Racquet Club Director, Brian Choo said, “Our partnership with Paramount Property is built on shared pillars of community building and promoting wellness. This event marks an exciting milestone for us as we showcase our commitment to promoting pickleball and creating vibrant sporting experiences. We are honoured to host the inaugural Paramount Cup 2025 at our newly opened PLAYA Racquet Club @ PARC Subang, which features one of the largest pickleball tournament courts in the country with seating for more than 250 spectators. I would also like extend our heartfelt appreciation to all our sponsors for making this possible.”
The Paramount Cup 2025 is supported by a line-up of partners. As Title Sponsor, Paramount Property brings its commitment to uplift communities through this event. PLAYA Racquet Club @ PARC Subang serves as the official venue partner, offering world-class facilities for both players and spectators. Auto Bavaria BMW comes on board as the automotive partner, while Mercure Kuala Lumpur Glenmarie supports as the official hotel partner. Baseline joins as tournament partner, RIVAL KL supports as the sports recovery partner, and JOOLA powers performance as the official equipment partner. Together, these partnerships enhance every aspect of the event, delivering premium experiences for participants and guests on and off the court.
Early bird registration is open now until 15th September 2025. Registration details, event categories, and full schedules can be found at https://baseline.my/tournaments/473ffe6b-44ec4b55-809c-051ed303bff4. For more information on Paramount Cup 2025, visit www.paramountproperty.my.
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iCAUR PETALING JAYA OFFICIALLY OPENS...
A BRAND-NEW URBAN PLAYGROUND FOR THE BOLD
BY KARRUS AUTOMOTIVE GROUP
iCAUR Petaling Jaya has officially opened their showroom doors at Petaling Jaya, marking a bold new chapter in urban mobility under the Karrus Automotive Group. But don’t expect your typical showroom. This space is designed not just to sell cars, but to celebrate creativity, individuality, and — most importantly — fun.
The iCAUR Petaling Jaya Playground spans a vibrant 18,000 square feet across four active floors, purpose built to showcase more than just vehicles. It's a space for building a connected, lifestyle-driven community. On the ground floor, visitors can explore the current iCAUR lineup, beginning with the flagship iCAUR 03. Just above, the mezzanine level offers a chill-out zone and gaming area, perfect for kicking back and letting your inner child play.
Looking ahead, Level 2 will house a dedicated customization space, where customers can bring their boldest ideas to life because iCAUR was built for personality, and this space will help express it. Meanwhile, the basement level is set to house a full-fledged after-sales service centre, ready to support customers in the Petaling Jaya community and beyond. Both areas are currently in development and will be open to the public in the near future.
The launch of iCAUR Petaling Jaya marks a bold step in the larger vision of Karrus Automotive Group, a multi-brand automotive importer and powerhouse. These brands represent a diverse portfolio that blends premium performance, cutting-edge EV technology, lifestyle appeal, and everyday accessibility under one cohesive umbrella.
“iCAUR fills a sweet spot in the EV market that is youthful, design-forward, and accessible,” said Mr. Reza Mutalib, Founder and Director of Karrus Automotive Group. “This showroom is more than just a retail space. It’s a symbol of what Karrus believes in: that car ownership is evolving. It’s no longer just about the specs. It’s now about experiences, culture, and attitude. And that’s exactly where iCAUR comes in.”
The iCAUR Petaling Jaya showroom is now open for walk-ins starting 4 September, from 10:00 AM to 6:00 PM daily. Visit us at 54, Jalan Profesor Diraja Ungku Aziz, PJS 12, 46200 Petaling Jaya, Selangor, or call us at 016-250 3668 to book an appointment.
BORN TO PLAY. BUILT TO DRIVE. Welcome to the iCAUR Petaling Jaya Playground.
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FWD introduces pioneering and customer-centric takaful and insurance solutions, aimed at addressing the evolving needs of Malaysia’s emerging affluent for Financial Protection, Retirement and Legacy Planning.
FWD Takaful Berhad and FWD Insurance Berhad (“FWD”) has announced the launch of two new, customer-centric and innovative solutions: FWD Hayaat and FWD LegacyGuard/FWD Legacy Guard+, designed to provide long-term protection, financial stability and securing wealth for generations to come. The introduction of these solutions come at a crucial time where Malaysia’s emerging affluent is experiencing a blend of challenges and opportunities, marked by higher cost of living, income stagnation and economic uncertainty.
In order to uncover the financial aspirations, concerns and protection preferences of emerging affluent Malaysians, FWD collaborated with global market research agency, Ipsos, in October 2024 to develop the FWD Well-Living Index 2024*. The survey revealed that financial security and protecting the next generation’s future are top priorities for emerging affluent Malaysians, with over 75% of respondents saying they utilise protection solutions as a vehicle for saving towards future financial goals which include: retirement or saving for their children’s education.
The survey also highlighted significant anxieties about potential income-disrupting events:
The concerns around these potentially life-changing events underscore the need for robust and long-term protection that can safeguard the well-being and financial stability of everyday Malaysians.
FWD Hayaat has been designed to address Malaysians’ growing concerns around retirement and healthcare needs as they age. With an increasingly ageing population, the nation’s care system will face heavier demands for age-related care. In addition, with 30% of Malaysians feeling anxious about retirement planning, particularly the potential for insufficient funds and the rising cost of healthcare in Malaysia, FWD steps up to address this challenge by integrating long-term care, financial security and peace of mind all in one plan. Whether planning for the future, caring for the family, or navigating challenges in the golden years, FWD Hayaat offers tailored benefits to ensure a lifetime of comprehensive care and support.
Under this plan, customers will be able to receive financial support even through old-age-related illnesses such as Alzheimer’s Disease, Dementia or Parkinson’s Disease. In addition, in the event of a disability due to illness, injury or medical conditions, a reimbursement will be paid to support them through daily living activities, ensuring comfort, safety and accessibility at home. Other additional
benefits also include 100% payout upon Death or Total & Permanent Disability as well as an Emotional Care & Legal Aid payout, aiding the burden of their loved ones and next of kin.
Commenting on the launch of FWD Hayaat, Aman Chowla, CEO of FWD Takaful said: "With FWD Hayaat, we're empowering Malaysians to embrace life's journey with confidence, knowing they have a flexible and comprehensive takaful solution that's tailored to their unique needs. In the current economic landscape, we understand the challenges that come with ensuring a comfortable retirement and navigating the later years, so we created a compelling solution with long-term care benefits to support our customers with a lifetime of care, support and assurance”.
FWD LegacyGuard and FWD LegacyGuard+ are primarily intended for legacy planning and retirement respectively, providing coverage up to the age of 128. The defining advantage of these plans lies in their ability to transfer coverage and cash payments beyond one generation, ensuring lasting financial protection for future heirs, empowering families to build lasting wealth and security across multiple lifetimes. These plans speak to the needs of 75% of Malaysian emerging affluent consumers worried about their children’s future, and provides an opportunity to 42% of respondents who aim to grow their wealth over the long-term.
Through the plans’ Guaranteed Legacy Cash Payments, FWD is helping to build a sustainable income stream for generations to come, with yearly payments that start after the premium term ends and continue up to age 128. With a 10% increase in cash payments every 5 years, the plans are also designed to help offset the effects of inflating, delivering long-term value to customers.
In addition, FWD LegacyGuard+ enhances these benefits by adding Guaranteed Cash Payments, which are yearly payments paid out during the premium payment term. This additional benefit allows customers to enjoy a steady income stream while waiting for the GLCP to be paid out to them, once their premium payment term ends. Beyond that, with FWD LegacyGuard and FWD LegacyGuard+, customers will also enjoy a range of comprehensive benefits including Death Benefit, Additional Accidental Death Benefit and Compassionate Benefit.
“At FWD, we’re committed to empowering families with innovative solutions for robust and sustainable financial planning,” said Mak See Sen, CEO of FWD Insurance. “FWD LegacyGuard and LegacyGuard+ are designed to support our customers to build and preserve their legacy, while reflecting our mission of changing the way people feel about insurance, by making it more accessible, relevant, and truly supportive of life’s most important goals.”
FWD Hayaat and FWD LegacyGuard/ LegacyGuard+ underscore FWD’s ongoing commitment to changing the way people feel about takaful and insurance by pioneering relevant and tailored solutions that prioritise customisation, flexibility, and comprehensive support, enabling customers to Celebrate living.
For more information on the new FWD Hayaat and FWD LegacyGuard/ LegacyGuard+, please visit www.fwd.com.my. If you wish to find out more about the financial aspirations, concerns, as well as takaful and insurance preferences of Malaysia’s emerging affluent consumers, visit FWD Well Living Index 2024.
Sunplay Marks 5th Year of “Sending Love & Care to the Ocean” with Coral Reef Rehabilitation Project in Pulau Pom Pom, Semporna
Sunplay, a leading sunscreen brand under Rohto-Mentholatum (M) Sdn. Bhd., proudly marks the 5th anniversary of its signature CSR initiative, “Sending Love & Care to the Ocean,” through a meaningful partnership with the Tropical Research and Conservation Centre (TRACC) to rehabilitate coral reefs in Pulau Pom Pom, Semporna.
This year’s initiative focuses on the installation of two large-scale 3D artificial reef structures and the restoration of over 420 coral fragments, building on last year’s successful planting of 400 fragments in Tioman Island.
Sunplay’s collaboration with TRACC—renowned for pioneering coral rehabilitation on sloping ocean beds—highlights the brand’s dedication to impactful, science-driven conservation efforts. These sloped seabeds, unlike flat terrains, are far more susceptible to sediment movement and instability, making restoration efforts significantly more complex. Pulau Pom Pom’s unique underwater landscape presents the ideal environment for TRACC to implement and study its innovative approach.
Each 500kg reef structure is constructed using cement and eco-friendly materials. Once deployed on the ocean floor, TRACC volunteers and local islanders carefully attach coral fragments, which are then monitored over time for survival and growth—contributing valuable insights to reef regeneration practices.
Coral reefs support more than 25% of marine life, yet they remain among the most endangered ecosystems due to climate change, pollution, and unsustainable fishing. Without intervention, their loss could lead to biodiversity collapse, diminished food security, and increased coastal vulnerability. Sunplay’s initiative represents a vital step in preserving ocean health for generations to come.
This project was made possible by a consumer-powered fundraising campaign, where RM1 from every Sunplay product sold at Watsons in July 2025 went directly to the cause. In total, RM40,000 was raised and donated to TRACC to bring this conservation effort to life.
“At Sunplay, we believe true wellness goes beyond skin deep—it extends to the health of our planet,” said Lim Mei Yuen, General Manager of Rohto-Mentholatum (M) Sdn. Bhd.
“Environmental responsibility isn’t just a choice—it’s embedded in the DNA of our brand. Through Sunplay, we strive to protect both people and the planet, and we’re proud to support TRACC’s groundbreaking work in coral reef restoration. This initiative not only rejuvenates marine ecosystems, but also empowers our customers to be part of something bigger—protecting nature with every purchase.”
This campaign aligns with the United Nations Sustainable Development Goal 14: Life Below Water, and builds on Sunplay’s previous partnerships, including its collaboration with Reef Check Malaysia in 2024, further cementing its commitment to preserving Malaysia’s marine ecosystems.
For more information about Sunplay’s “Sending Love & Care to the Ocean” initiative, visit Sunplay Malaysia’s official Facebook page.
MITSUI OUTLET PARK KLIA SEPANG BURSTS INTO BLOOM WITH
‘BUNGA RAYA: BLOOM WITH PRIDE’ FOR MERDEKA 2025
From Unbeatable Bargains to Festive Experiences, MOP KLIA Sepang
is the Ultimate Destination to Celebrate Malaysia’s 68th Year of Independence in Style!
As Malaysia approaches its 68th Merdeka Day, Mitsui Outlet Park KLIA Sepang (MOP KLIA), Japan’s premier branded factory outlet mall, is igniting the patriotic spirit with “Bunga Raya: Bloom with Pride” — a vibrant celebration inspired by the hibiscus, the nation’s emblem of success, unity, and cultural richness. Visitors from all walks of life are invited to be a part of the festivities, as unbeatable sales, exciting promotions, and dynamic performances fill the mall with Merdeka cheer!
From now until 21 September 2025, shoppers visiting MOP KLIA will be greeted by vibrant hibiscus-themed décor, complemented by waving flag motifs and a striking red, white, and blue colour scheme that reflects the nation’s multicultural heritage. This festive atmosphere sets the stage for visitors to soak in the Merdeka spirit while enjoying an array of exclusive promotions, special offers, and unique shopping experiences offered at the mall throughout the campaign.
TJ Cheah, Deputy Managing Director of MFMA Development Sdn Bhd, said, “Merdeka is a time for Malaysians to come together in pride and unity, and with our ‘Bunga Raya: Bloom with Pride’ celebration, we wanted to capture that spirit of togetherness and patriotism at the mall. To add to the festive cheer, we are rewarding our shoppers with fantastic deals, exclusive promotions, and exciting performances — so be sure to mark your calendars!
One of the campaign’s activity highlights is a RM50 shopping voucher giveaway for shoppers born in August, adding a special birthday treat to the Merdeka celebrations. Redemption is available until 31 August 2025, from 10am to 10pm at the Information Counter in Sunshine Square, upon presentation of an identification card, and is limited to one voucher per customer.
“Beyond rewarding August-born shoppers, no Merdeka celebration would be complete without cultural performances and activities that showcase Malaysia’s rich heritage. Parents can bring their children to enjoy Merdeka-themed face painting on 30–31 August, 6–7 September, 13–14 September, and 15–16 September 2025. Besides that, shoppers can also look forward to the Melodies of Merdeka cultural dance showcase on Merdeka Day, along with the Freedom in Rhythm: Merdeka Parade on 31 August, 14 September, and 16 September 2025,” explained Cheah.
As part of the Merdeka celebrations, shoppers can also look forward to exciting tenant fairs happening at Sunshine Square, featuring PUMA from 16 August to 1 September 2025 and New Balance from 3 to 17 September 2025 – with both offering discounts of up to 70%. Other well-known brands offering in-store promotions include Clarks, Universal Traveller, Pierre Cardin Paris, Bonia and Pandora, ensuring a wide range of exclusive deals for visitors throughout the campaign.
Exciting rewards and redemptions await you at MOP KLIA this Merdeka season! Throughout the campaign, shoppers who spend a minimum of RM310 in up to two (2) receipts at any participating outlet can redeem a free gift, including a box of Beryl’s chocolates, Sembonia leather coin purse or tray, a mousepad from Objet, as well as F&B redemptions from Tealive, I Make Pizza, Hot & Roll, and Memang Meow. Gift redemptions can be made at the Information Counter in Sunshine Square on 23, 24, 30, 31 August, and 6, 7, 13, 14, 20, 21 September 2025.
Additionally, shoppers who spend RM200 or more in up to TWO (2) receipts can also redeem a cash voucher of up to RM50 for their next purchase. Similarly, redemption can be done on 13 and 14 September 2025 at the Information Counter in Sunshine Square.
The excitement continues with a lucky draw throughout the campaign! Spend RM680 in up to two (2) receipts at any participating outlet for a chance to win exclusive prizes, such as a massage chair, air fryer, and microwave oven. To qualify, shoppers must be a member of the Mitsui Shopping Park (MSP) MY App and complete an online entry form.
Exclusively for MSP MY App, users enjoy extra perks during MOP KLIA’s Merdeka Celebration — including 8X points at participating outlets from 30 August – 2 September 2025, and 13 September – 16 September 2025.
MOP KLIA is strategically located just 8 minutes away from KLIA (Terminal 1) and KLIA 2 (Terminal 2) and approximately 45 minutes from KL City Centre. The outlet mall is easily accessible through various highways such as ELITE, LDP, KESAS, MAJU Expressway, North South Expressway Central Link, and NKVE. Getting to MOP KLIA is also convenient as there are ample public transportation services available.
For more information on upcoming offers, promotions and happenings at MOP KLIA, visit
mitsui-shopping-park.com.my/MOPKLIA/ or www.facebook.com/MOPKKLIA
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INSIDE SCOOP CELEBRATES 68th MERDEKA WITH SIX “LOKAL LEGENDS” – A SWEET TRIBUTE TO MALAYSIA’S FAVOURITE BRANDS
Malaysia’s favourite homegrown ice cream brand, Inside Scoop, proudly returns with the second edition of its highly successful Lokal Legends collection, celebrating our 68th Merdeka with six bold, flavour-packed creations co-created with some of Malaysia’s most beloved homegrown brands. Building on last year’s overwhelming response, the new collection transforms nostalgic favourites into creamy, handcrafted scoops that celebrate the nation’s vibrant culinary heritage.
Founded in Bangsar in 2013, Inside Scoop has stayed true to its roots: born in Malaysia, made for Malaysians. Over the years, the brand has created over 200 inventive flavours, drawing inspiration from nostalgic snacks, drinks and desserts that unite Malaysians across generations. This year’s Lokal Legends line-up features six new creations inspired by iconic local favourites:
“This year’s Lokal Legends is a love letter to Malaysia,” says Edmund Tan, Co-Founder of Inside Scoop. “We’re proud to collaborate with brands that Malaysians have grown up with – from movie-night favourites to childhood snacks – and turn them into something uniquely ours. Every scoop is handcrafted here in Malaysia, a celebration of the creativity and community that define us.”
From their first scoop in Bangsar to over 60 outlets nationwide, Inside Scoop has always stood for one thing – creating ice cream Malaysians can proudly call their own. This year’s Lokal Legends campaign celebrates that journey, bringing together six beloved homegrown brands in a vibrant tribute to the flavours we grew up with.
As part of the celebration, each single-scoop Lokal Legends ice cream will be served in a custom-designed cup sleeve featuring the collaborating brand’s colours and the proud “Lokal Legends” mark – the perfect keepsake of this Merdeka season. Available individually or as a limited-edition Lokal Legends Party Pack (RM68), the collection brings together flavours that embody the heart of Malaysia’s food culture.
The Lokal Legends 2025 collection will be available at all Inside Scoop outlets nationwide from 18 August to 21 September 2025. For more information on the new flavours and Inside Scoop’s latest offerings, follow @myinsidescoop on Instagram/Facebook and @insidescoopmy on TikTok.
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