Tealive brings Oppa-approved brews to Malaysians

Tealive is bringing oppa-approved (big brother) coffee to Malaysians with its new K-Coffee drink series. To amplify the viral Korean coffee craze, the bubble tea brand held an exclusive pre-tasting at K-Coffee Pop-up Cafe at Sunway Pyramid. 

The pre-tasting pop-up cafe allows customers to taste the new series of drinks ahead of its 6 November launch.

At the same time, the pop-up cafe saw a wall where fans can paste messages on, photo opportunities with a mysterious oppa and the brand's mascot, as well as a pink ball-pit which featured the drinks K-Sparkling Peach Americano and Spanish Latte from the K-Coffee series. 

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On top of the pop-up cafe, Tealive has unveiled a digital billboard located at Bukit Bintang, urging Malaysians to join in on the excitement. The billboard challenges Malaysians to get behind the Korean sensation with the goal of selling one million cups of K-coffee nationwide in just 10 days. 

Once the goal is achieved, the brand will unmask its mysterious Oppa as seen in the campaign. The campaign, created in collaboration with TBWA Malaysia, is already generating buzz.

"It’s always exciting working with Tealive. K-coffee fulfils Malaysians’ growing appetite for well-crafted drinks and Oppa-approved is designed to elevate the coffee experience for all coffee enthusiasts," said TBWA Malaysia, CEO Yee Hui Tsin. 

“At Tealive, we always strive to bring Malaysians the best, without the high price tag. We created K-Coffee by Tealive so that Malaysians can experience the best of Korea’s coffee culture right here at home, in all our outlets nationwide," added Bryan Loo, founder and CEO of Loob Holding. 

The Korean-wave is alive and well in the Southeast Asian region with many brands hopping onto the trend by collaborating with Korean artists or tapping into the interest of fans. 

Most recently, instant noodle brand Indomie appointed K-pop group NewJeans as its new global brand ambassador to lead its latest international campaign, "Oh my good! It’s Indomie."

Known for appealing to Gen-Z audiences, NewJeans will feature prominently in this initiative designed to resonate with young consumers through music and style, it said in a statement. 

The collaboration with NewJeans will be marked by several promotional events starting on 8 November 2024, beginning with a video greeting from NewJeans members—Minji, Hanni, Danielle, Haerin, and Hyein.

The campaign will also employ LED billboard advertising in strategic locations such as Bugis Street, Chinatown Point, and Orchard Gateway in Singapore.

Consumers are encouraged to participate in the campaign through social media platforms such as YouTube, Instagram, and Facebook by following the hashtag #OhMyGoodItsIndomie for updates and further information on upcoming events.

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