Julie's slithers into the Chinese New Year with new flavour

Julie's Biscuits (Julie's) is bringing back its Chinese New Year (CNY) roadshow to celebrate the year of the snake. This year, the brand has slithered into V Boulevard, Sunway Velocity Mall for a five-day roadshow called the "Love and joy carnival" from 8 to 12 January. 

At the roadshow, visitors will be able to shop for CNY treats and get a head start of the festive preparations. The highlight of the carnival is the new Julie's Love Letter flavour - limited-edition mocha, created exclusively for this festive season. The Love Letters Mocha blends the taste of roasted coffee beans and chocolate. Alongside the Love Letters wafer roll, visitors at the roadshow can also discover the brand's Love Letters waffle cubes in chocolate hazelnut and peanut butter flavours. 

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Visitors at the carnival can also look forward to a host of activities including photo booths featuring colourful hot air balloons at the 'Huat air balloons' booth and the 'Rolls of gold and fortune' both which showcases a gold ingot. In addition, families with young children can get creative at the free colouring booth, while all visitors can join a friendly game of tic-tac-toe. 

Shoppers are also in for a treat as Julie's has prepared exclusive gifts with purchases, available only at the event. The gifts include a multipurpose 'Huat-huat porter' bag which can be used for shopping, gifting, storage or even as a pet carrier. Shoppers will receive one bag for every RM100 spent at the event. Additionally, those who purchase four tubs of Love Letters in any flavour will receive a glassware set. 

In the spirit of celebration, Julie's is also giving away freebies such as Love Letters samples, red packets and bookmarks. 

“Love Letters have always been more than just a festive snack—they hold a special place in the hearts of many, symbolising warmth, togetherness, and cherished memories during Chinese New Year. At Julie’s Biscuits, we are proud to continue this tradition with our 'Love and joy carnival', a celebration designed to bring families closer while embracing the joy of the season,"

"This year, we are thrilled to unveil our limited-edition Love Letters mocha, offering a delightful twist on a classic favourite. It’s our hope that this event becomes a memorable way for families to connect, relive fond moments, and share the love and joy of these iconic treats with the next generation," said Tzy Horng Sai, director of Julie’s Biscuits.

Last year, Julie's roadshow saw photo-worthy installations including giant-sized Love Letters tubs and an interactive gachapon vending machine where they can win red packets, a pastry mat and Love Letter plushies. In response to popular demand the year before, Julie's brought back its Love Letters lemon flavour too. 

Meanwhile, it its most recent Merdeka campaign in September, the brand collaborated with local streetwear brand Pestle & Mortar Clothing to put out a fake-out-of-home ad. The FOOH ad sees the 'Malaysian swag pouch' atop a striking yellow Julie's truck. The truck then makes its way across Merdeka Square as onlookers pass by the street. 

The pouch features Malaysian-inspired motifs such as a modern batik design and subtle peanut butter sandwich motifs representative of Julie's Biscuits on the exterior. 

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