News & Event

KEWPIE successfully showcased its Raya festive campaign, “Dari Dapur Ke Hati KEWPIE,” at Absolut Bazaar @ MITEC from 13 to 16 March 2026, delivering a vibrant and engaging brand experience during the Ramadan season.
Held in the lead-up to Hari Raya Aidilfitri, the activation aimed to connect with consumers ahead of the festive celebrations, highlighting the role of food in bringing people together.

The campaign extended beyond KEWPIE’s Mayonnaise to feature localized favourites such as KEWPIE Chili Mayo, KEWPIE Hot Spicy, and KEWPIE Creamy Spices, alongside iconic products like KEWPIE Mayonnaise Japanese Style and KEWPIE Roasted Sesame Dressing. This emphasized the versatility of KEWPIE’s product range while inspiring creative meal ideas for Raya.

As part of the activation, KEWPIE introduced a special Raya promotion priced at RM16, featuring exclusive festive packaging designed to capture the spirit of the season. The brand also focused on interactive and anticipation-driven experiences for visitors.

A key highlight was the “Unlimited Squeeze 10-Second Challenge,” which drew strong participation and engagement. Participants who joined the challenge were rewarded with special nacho cheese giveaways, adding a fun and memorable touch to the experience.

To further enhance shopper engagement, KEWPIE offered exclusive promotions, including limited-edition Raya Tupperware, providing added value and encouraging on-ground conversions.

The four-day activation attracted strong footfall and positive consumer response, reinforcing KEWPIE’s presence during key festive moments. Through interactive experiences, festive offerings, and strategic promotions, KEWPIE continues to strengthen its connection with Malaysian consumers while inspiring new and enjoyable ways to elevate everyday meals.