How Gen Z is Using Snacks to Express values, Build Community, and Share Culture
PepsiCo is adapting by meeting them in content – and building a strategy shaped for the TikTok generation
In a world where livestreams double as shopping malls and Gen Z treats snacks like selfie props, the rules of consumer engagement have changed. For the next generation of shoppers, flavour is just the starting point. What matters just as much is how a product looks in their feed, how it connects to their values, and whether it earns a like before it earns a sale.
PepsiCo sees this shift not as a disruption, but as a call to action.
“Gen Z doesn’t separate content from commerce, or consumption from conversation”, said Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines. “So we don’t just think in terms of snacks. We think in terms of experiences that resonate across their culture, values, and community”.
The Rise of the Social Snack
PepsiCo’s recent innovations show how this thinking plays out in real time.
Take Lay’s Double Crunch – an intense-flavoured, deep-ridged snack launched to complement the moments that matter most to Gen Z: late-night study breaks, brainstorming sessions, gaming streams. Its bold packaging, built with digital impact in mind, was designed not just to sit on shelves but to pop in TikTok feeds and Instagram Stories.
This visual-first approach came full circle in April, when Lay’s launched its UEFA Jumbo Pack, featuring football icon Lionel Messi. The collectible design helped drive real-time engagement during a livestream on TikTok Shop, where a single session accounted for 70% of total Gross Merchandise Value (GMV) – proving just how strongly Gen Z responds to products designed to feel timely, exclusive, and inherently shareable.
It’s part of a broader shift PepsiCo is leaning into – a world where snacks are built to be scrolled, shared, and celebrated just as much as they are to be eaten.
Turning Engagement into Conversion
PepsiCo’s embrace of digital commerce in Malaysia goes beyond aesthetics. The company is rapidly scaling its presence on platforms where Gen Z lives and shops – especially TikTok.
Its livestream commerce strategy has shown huge promise, yielding 25 livestreaming hours per month and reaching 30,000+ shoppers monthly through livestream selling, creator-led demos, and buzz-worthy product drops. Paired with occasion-driven partnerships and quick commerce bundles, these initiatives earned the company the Foodpanda Collaborative Excellence Award, a recognition of PepsiCo’s ability to blend shopper-centric thinking with both speed and scale.
“We’re not adapting to trends – we’re anticipating behaviours”, added Aditya. “We study what makes Gen Z tick, and then we design with intention, not random gimmicks. That’s how we’ve turned TikTok from an awareness channel into a commerce engine”.
Purpose with a Payoff
For today’s consumers, product isn’t enough – values matter. PepsiCo’s strategy in Malaysia reflects a dual focus: making a difference in the community and supporting healthier everyday choices.
One of its biggest commitments is tackling food insecurity, both globally and at home. In 2024, to observe World Food Day, PepsiCo partnered with The Assembly Soup Kitchen (TASK) to distribute 1,000 food packs to underserved communities in Kuala Lumpur’s Chow Kit area – benefitting refugee school students, the homeless, and B40 families. It’s part of a larger global mission that has seen the company contribute over USD 14 million (approximately RM59 million) to the World Food Programme to date.
At the same time, health-conscious Gen Z consumers continue to shape how PepsiCo reformulates its offerings. The Quaker 3-in-1 range now features less sugar and sodium, striking the right balance between modern nutrition and familiar taste. And with the Jom Quaker Fit rewards programme, each purchase becomes a gateway to something more – spa passes, gym vouchers, and healthy dining deals – blending wellness with digital engagement in a way that speaks to this generation’s lifestyle.
Building Belonging Through Community
PepsiCo’s connection with Gen Z goes deeper than product design or platform strategy. It’s also about fostering a sense of community and shared purpose, where every campaign becomes a chance for young consumers to see themselves reflected, included, and involved.
Football is one of the strongest forces of connection in Malaysia, and PepsiCo tapped into this collective passion to bring communities together through Lay’s. This year’s UEFA Champions League campaign didn’t just offer a ticket giveaway – it created a shared celebration of football culture across 60 locations, uniting more than 80,000 fans through interactive games, community challenges and on-the-ground experiences that turned everyday places into hubs of excitement and belonging.
By pairing real-world engagement with social storytelling, the campaign built moments that felt as personal as they were shareable. And with the upcoming FIFA 2026 partnership on the horizon, PepsiCo is doubling down on this approach – embedding Lay’s in the heart of communities that don’t just watch football, but live it together.
“Today’s generation doesn’t want to be spoken to – they want to be invited in”, said Aditya. “By creating shared experiences around the things they care about, like football, we’re not just showing up in their world, we’re becoming part of it.”
Looking Ahead
As Gen Z reshapes the consumer landscape with every swipe, scroll, and stream, PepsiCo’s strategy in Malaysia offers a clear blueprint: meet them where they are, speak the language they live in, and build a brand that belongs in their world, not just their pantry.
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Selangor Techsphere Summit 2025: Shaping the Future of Industry in Malaysia
Selangor is stepping into the spotlight as Malaysia’s next big hub for high-tech industry and innovation. In a joint effort with the Selangor State Government, global exhibition leader Deutsche Messe (through its regional arm, Hannover Fairs Asia Pacific) is bringing the Selangor Techsphere Summit 2025, a two-day event inspired by the globally renowned Hannover Messe.
Set to take place on 11 – 12 November 2025 at the Kuala Lumpur Convention Centre, the summit will spotlight the rise of Industry X, where advanced manufacturing meets artificial intelligence, robotics, and clean energy. With investments pouring into Selangor in these sectors, the summit aims to connect forward-thinking businesses with cutting-edge technologies.
“Selangor is not just welcoming the future of industry – it's building it,” said Tim Bostridge, Managing Director of Hannover Fairs Asia Pacific. “By combining AI, next-gen manufacturing and sustainable energy, Selangor is setting a new benchmark for Southeast Asia.”
The event also reflects Malaysia’s broader push for high-value, digital-led growth, in line with the Digital Economy Blueprint. Selangor’s proactive strategies and infrastructure are attracting global companies looking for a future-ready industrial base.
According to the organisers, the summit is more than just an exhibition – it’s a platform to shape long-term collaboration, encourage investment, and develop local innovation. The state is also positioning itself to nurture emerging tech “unicorns” and boost sectors like semiconductors, E&E (electrical and electronics), and IT.
“This is a proud moment for Selangor,” said a representative from the state government. “The Techsphere Summit is part of our journey to becoming a Smart, Liveable and Prosperous State by 2025. It supports the goals of RS-1 and reflects our commitment to industrial modernisation and tech-driven growth.”
To kick things off, a soft launch will be held on June 13, 2025, providing a preview of the summit’s goals and direction. The event, held at Hotel Tenera in Bandar Baru Bangi, will bring together key stakeholders, industry players and media representatives for an early look at how Selangor plans to lead the next industrial wave.
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Wishes Take Root at Exchange 106: Inaugural Wishing Tree @ Exchange 106 Debuts with Affin Hwang and Mercy Malaysia
Exchange 106, in collaboration with Affin Hwang Investment Bank Berhad (AFFIN HWANG) and MERCY Malaysia, have officially launched the inaugural Wishing Tree @ Exchange 106, a meaningful initiative aimed at supporting disaster relief efforts while uniting corporate and community action. With support from a curated group of local merchants, the campaign is turning Malaysia’s tallest tower into a symbol of hope and humanitarian impact.
The Wishing Tree @ Exchange 106 is built upon two key pillars that embody the spirit of corporate-community collaboration: the Launching of Wishing Tree @ Exchange 106 and a purpose-driven Fundraising Bazaar. Held at the iconic Exchange 106, the launch ceremony served as a symbolic platform where donors could select real-life "wishes" representing the immediate and pressing needs of underserved communities. Each fulfilled wish acts as a catalyst for meaningful change, turning hope into tangible opportunities and fostering deep connections across society.
Complementing the launch is the Fundraising Bazaar, hosted at Menara AFFIN, TRX, from 23 to 26 June 2025. This community-focused marketplace features a curated lineup of merchants, each contributing a portion of their proceeds to the MERCY Malaysia Disaster Relief Fund, integrating consumer participation with real-world humanitarian impact.
Datuk Wan Razly Abdullah, President & Group Chief Executive Officer of AFFIN Group, underscored the partnership’s significance, stating, “Our partnership with MERCY Malaysia reflects AFFIN Group’s unwavering commitment to making a positive difference. Whatever we touch, we want to leave it in a better state than when we found it. MERCY Malaysia’s strong track record in humanitarian and community outreach aligns with our sustainability goals, ensuring that our contributions create meaningful and lasting impact.”
He added, “Guided by AFFIN Group’s Axelerate 2028 (AX28) Plan through Unrivalled Customer Service, Digital Leadership, and Responsible Banking With Impact, we are committed to embedding sustainability at the heart of our business strategy, while inspiring our employees, partners, and stakeholders to take an active role in building a more inclusive and resilient Malaysia.”
Dato’ Dr. Ahmad Faizal Mohd Perdaus, President of MERCY Malaysia, also emphasised the value of such partnerships: “Collaborations like this demonstrate the power of public-private partnerships in delivering timely humanitarian aid. We’re proud to partner with Affin Hwang Investment Bank in ensuring that every ringgit raised contributes directly to urgent disaster relief efforts, bringing hope and compassion to the most vulnerable communities.”
He continued, “This collaboration exemplifies the strength of cross-sector partnerships in creating meaningful, community-driven impact. Through the combined efforts of dedicated humanitarian organisations, venue collaborators, and socially conscious merchants, the Wishing Tree @ Exchange 106 reflects how collective purpose can spark real change across Malaysia’s financial and corporate ecosystem.”
Echoing this sentiment, Mr. Patrick Honan, Chief Operating Officer of Exchange 106, said, “At Exchange 106, we believe that buildings should do more than serve as physical spaces. They should become catalysts for collective progress. Hosting the Wish Tree aligns with our vision of transforming ESG aspirations into visible, public action. We are honoured to support this campaign and play a role in connecting corporate Malaysia to meaningful community impact.”
He added, “Together, with dedicated humanitarian organisations, venue collaborators, and socially conscious merchants, the Wishing Tree @ Exchange 106 exemplifies how a collective culture of care can spark real and measurable change within Malaysia’s corporate and financial landscape.”
The Fundraising Bazaar featured a diverse range of local merchants, including Sometime by Asian Designers, Watsons Malaysia, Chef Kecik, Tile Concept, Micro Garden, i-Scent, Ho Ho Musang King, Ambon Boenda, Hi-Bliss, Kyuji, NALE, and SMC Marketing & Advertising Sdn. Bhd., each contributing to the cause through their participation and shared commitment to giving back.
The campaign is expected to reach over 13,000 professionals across the Tun Razak Exchange (TRX) district, fostering a deeper ESG awareness and community engagement. All proceeds are governed under AFFIN HWANG’s transparent ESG framework, aligned with Bank Negara Malaysia’s Climate Change & Principle-based Taxonomy (CCPT).
Members of the public and the TRX community are encouraged to visit the Fundraising Bazaar to shop for a cause and support the Wishing Tree initiative.
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