19/07/2025

LYFE SATURDAY | JULY 19, 2025

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Brewing global dreams

fast-moving food and beverage space. As Aik Cheong brews its next chapter, one thing is certain: this is no longer just a kopitiam brand. It is a case study in how Malaysian heritage can evolve into global relevance,” he said, adding that through the expo and beyond, Aik Cheong is not just serving coffee, it is serving a vision. In addition, Tang said Expo 2025 Osaka positions the brand not just as a coffee roaster, but as a symbol of how Malaysian brands are redefining themselves for the future. For Aik Cheong, the international expansion is not a numbers game – it is a long-term investment built on deep market understanding, he added. “We do not rush into new markets. Our approach begins with proper market surveys and finding the right partner because poor entry can damage the brand. In Western countries, demand leans toward fresh brews, but in Asia and the Middle East, instant beverages are still growing. That is where our focus has been over the last five years,” Tang said. The company has made notable strides in diversifying its offerings, from the “It’s” series to cold brews and coconut-based creamers aimed at health-conscious consumers. “Our team has stepped up since Covid-19. We have invested heavily in research and development (R&D), and we were the first to launch instant caramel macchiato in Malaysia and Southeast Asia. And innovation is not limited to taste,” he added. Tang noted that Aik Cheong is also leading in product storytelling and creative branding, where it is now trending across Shopee, Lazada and TikTok. “Thanks to our team’s creative push toward fun, minimalist designs and digital-first campaigns. These ideas are not just used locally – we apply them to international markets beverages emerging as one of the top three spending categories, seeing a 52% growth. Against this backdrop, the company is stepping beyond bookings to become a cultural connector – enriching travel experiences by showcasing the flavours that define the Malaysian journey. The food map is accessible on the RedBus app and through a microsite, currently in English but will also be available in Bahasa Malaysia later this quarter. The platform offers an intuitive and interactive experience, allowing users to discover popular Malaysian foods and local eateries to experience them in. The Malaysia Food Map offers curated food listings, and travellers are also encouraged to contribute their own food recommendations via the microsite and the organisation’s social media channels. To crowdsource information about hidden gems and eateries, RedBus will run social media activations, inviting foodies to contribute to the map. It will also run special discounts in the featured cities and encourage travel to four select cities each month, boosting food oriented travel.

is clear: to become the largest local coffee brand by 2030, with a significantly expanded footprint in international markets. The goal is to build a brand ecosystem that honours where we come from, reflects where the world is heading and continues to serve what modern consumers truly value,” he said. Founded in 1995 in Malacca, Aik Cheong has grown into one of Malaysia’s most recognisable heritage beverage brands, now present in over 40 countries worldwide. Tang emphasised to bring the vision to life, Aik Cheong is embracing bold, forward-thinking strategies by being open to new technology, cross-branding and partnerships with startups. “That is how we stay relevant. It is a mindset that blends legacy with agility – a rare combination in today’s

E XPO 2025 Osaka served as a strategic platform for Aik Cheong Coffee Roaster Sdn Bhd to strengthen its international presence and showcase Malaysia’s homegrown excellence on a world-class platform. Its director Tang Joo Shen said the expo offers exposure to over 28 million projected visitors and global media, reinforcing Aik Cheong’s position as a brand ready to scale with purpose, not just profit. “That global ambition does not end in Osaka. Aik Cheong’s ambition o Malaysian coffee brand Aik Cheong at Expo 2025 Osaka

Aik Cheong has been modernising its image to appeal to the younger demographic.

too,” he said, adding that this commitment to innovation extends beyond product development – it is deeply embedded in how the company operates and connects with its customers. Tang highlighted the Aik Cheong e-commerce team plays a pivotal role in product launches, consumer engagement and market analytics – ensuring the brand evolves alongside its customers. “Behind the scenes, a forward-thinking procurement strategy ensures quality remains uncompromised even as the brand scales. Our supply chain team goes to great lengths – from sourcing to R&D sessions with local and international suppliers – to improve current offerings and explore new ideas. “Partnerships remain a core part of Aik Cheong’s long-term brand equity strategy, not just for visibility, but for impact. Partnerships such as the Malaysia Pavilion at Expo 2025 allow us to not only expand our reach but contribute meaningfully through CSR and cultural storytelling,” he said. Tang said this mindset reflects a brand that is not chasing virality, but value, building presence through considered alignment with platforms

Aik Cheong has come a long way since its establishment in 1955 in Malacca. that elevate Malaysia’s F&B industry as a whole. “The World Expo in Osaka marks a major milestone for Aik Cheong. Our goal is to showcase a Malaysian company that is deeply rooted in culture, yet progressive in innovation. If we can open doors to new business partnerships, even better, but at its core, this is about representing Malaysia on a world stage,” he said. – Bernama

Aik Cheong is one of Malaysia’s most recognisable heritage beverage brands. – PICS FROM FACEBOOK @AIKCHEONGCOFFEE

Local food map to spotlight culinary gems

(From left) RedBus CEO Prakash Sangam launching the RedBus Malaysia Food Map, witnessed by chief marketing officer Pallavi Chopra and chief business officer for international business Krishnan Ramaswami.

indigenous influences and more, across over 160 eateries. For a nation renowned as a culinary melting pot, Malaysia’s food landscape offers everything from street food locations to hidden gems tucked away in small towns – and the informative food map puts it all at travellers’ fingertips. With food tourism rapidly gaining momentum, traveller expenditure in Malaysia rose by 43% in 2024 compared with 2023, with food and

BUS ticketing platform RedBus this week launched the RedBus Malaysia Food Map – a discovery tool that brings together Malaysia’s deep love for food and travel. Featuring 40 popular, delectable Malaysian dishes throughout the country, the platform helps travellers uncover must-try foods that reflect the country’s vibrant blend of cultures. The map showcases the wide culinary heritage, from Malay, Chinese, Indian and Peranakan to

Key features of the RedBus Food Map: 0 Food listings – A curated selection of popular Malaysian dishes and restaurants, hawker stalls and cafes they can be experienced at. 0 Crowd sourcing information – Users can give suggestions and recommendations, bringing hidden gems into the spotlight. 0 Real-time mapping – Maps that evolve to highlight new trending spots with directions to reach these places. 0 RedBus discounts – Special discounts on bus tickets to encourage Malaysians to visit the featured food destinations.

“Food is a reflection of a people’s culture and the Malaysia Food Map is our tribute to the rich history of the country, and the passion which Malaysians bring to discovering and exploring food trends. Our goal has always been to simplify and enhance travel experiences,” RedBus CEO Prakash Sangam said. This initiative supports the goals of the upcoming Visit Malaysia 2026 campaign. The launch comes as food tourism continues to gain momentum in Malaysia, with locals and international travellers seeking authentic culinary experiences.

The RedBus Malaysia Food Map is a tool for food lovers eager to explore everything from legendary street food to the latest dining hotspots.