Herbal medication Pei Pa Koa sees spike in chatter after Zayn Malik mention

Chinese natural herbal remedy Nin Jiom Pei Pa Koa, commonly known as Pei Pa Koa, has seen mentions of its brand spike after British singer and former One Direction member Zayn Malik mentioned that he is a fan of the medication, according to media intelligence firm Meltwater.

In an interview with British Vogue for its ‘In the Bag’ series, Malik said that he always carries around a bottle of Pei Pa Koa in his Fendi duffle bag as it is good for the vocal cords when singing. 

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Referring to it as a "honey from China" and a "special elixir", Malik said that he takes the medication wherever he goes and that it helps when he is singing. 

He added that he typically mixes the syrup with water before he drinks it. "Mix it with a bit of water, Bob's your uncle," he said.

“Analytics from our real-time trend analysis platform enabled us to track the rise of Pei Pa Koa from as early as June 5th on X, even before it appeared on social channels such as Shout and Mothership on the morning of June 6th," said Kelvin Koh, managing director of Truescope Singapore.

Koh added that the news quickly gained international traction, with coverage spanning Singapore, Malaysia, and Indonesian mainstream media.

"This surge in media attention led to a notable increase in audience interest, making Pei Pa Koa one of the top searched keywords on June 6th and demonstrating the significant impact of the media coverage on brand visibility,” said Koh. 

He added that as of the morning of June 7th in Singapore, X had generated the most engagement, with the Mothership post receiving over 1.7k likes and 700 shares. Netizens celebrated the feature and eagerly shared their personal experiences with Pei Pa Koa, even mentioning celebrities such as Jason Mraz, who incorporates Nin Jiom Pei Pa Koa into his pre-show routine.

Additionally, sentiments about Pei Pa Koa online spiked to 66.2% positive and 0.5% negative. This was up from 19% positive and 9.5% negative prior to Malik's mention of it, according to CARMA. 

In the video, Malik also mentions that he carries a stuffed Manchester United dog with him, deodorant from Dove, a Steam deck, sunglasses and more. 

Pei Pa Koa has been around for decades and is made by Hong Kong company Nin Jiom Medicine Manufactory. While it is a medication, many have mixed it with cocktails, ice cream and meals, adding a fun and cooling twist. 

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