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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