Zus Coffee re-envisions MY immigration stamp in new campaign

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ZUS Coffee is celebrating being proudly Malaysian in its new campaign titled "Made in Malaysia". The campaign is a follow-up of its "Buatan Malaysia" ('Malaysian made') collaboration in 2023 and aims to elevate local brands.

As part of the campaign, a new "Made in Malaysia" logo was created. The logo incorporates elements reflecting Malaysia's identity and is inspired by the iconic Malaysian immigration stamp.

The logo features the country's international dialing code "+60" and includes a humorous description of Malaysia's geographical location that reads "Below Thailand, Above Singapore, Not Indonesia".

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ZUS Coffee has also released a five-minute brand film produced by Fishermen Integrated and Imagineers Film that celebrates the greatness in Malaysia-made brands featuring fellow local brands such as Inside Scoop, Spritzer, Munchy’s, BananaBro, Pestle & Mortar Clothing, HYGR, and Pos Malaysia.

Several well-known Malaysian personalities also appear in the film such as graphic illustrator Izzati Suza, tower runner Soh Wai Ching, animator YIMO the Tapir, Fly FM radio DJs Ryan Howlett and Arieff Yong and content creator Jenn Chia.

The "Made in Malaysia" campaign will continue beyond Malaysia Day with a nationwide festival to celebrate the vibrant spirit of Malaysia, culminating with a music carnival "Made in Malaysia: Lokal Kasi Vokal”.

The music carnival will come as grand finale and will be held in Genting Highlands on 2 November 2024 to mark Zus Coffee's fifth anniversary.

“The most exciting part of this journey is collaborating with incredible partners and brands, bringing them all together under one roof like a family reunion. We believe that businesses should uplift one another while also providing platforms for local artists and talents to shine. We take immense pride in the talent, creativity and innovation that Malaysia nurtures, and it fills us with purpose to share this with the world," said Shafiqah Othman, creative director, ZUS Coffee.

"Our campaign video, released in conjunction with Malaysia Day, is a heartfelt tribute to the spirit of excellence that unites us as Malaysians. Working with Fishermen Integrated to bring this vision to life has been a beautiful part of this journey. We are incredibly excited to continue championing Malaysian greatness, now and always,” she added.

"There is greatness made in Malaysia every day but we realised most homegrown brands seem reluctant to display the ‘Made in Malaysia’ label prominently. It is usually found near disclaimers at the bottom, or tucked away at a corner in small print. This trend contrasts sharply with other places such as Europe, where ‘Made in France’, ‘Made in Germany’ or ‘Made in the United Kingdom’ are displayed with pride. We saw an opportunity for ZUS Coffee — a proudly Made-in-Malaysia brand — to take the lead and help correct this,” said Fishermen creative director, Andrew Perera.

“The goal was simple: to create a mark that Malaysian products can proudly showcase. ZUS Coffee has made the logo available for all to download, share and use for free. This will hopefully start the transformation of ‘Made in Malaysia’ from a footnote into a brand of its own, and build a newfound sense of pride in being ‘Made in Malaysia’ among local businesses,” added Perera.

This campaign comes as the coffee brand printed one million Palestine-themed cup sleeves in a new initiative to raise awareness and solidarity for the Palestinian cause.

The limited edition #WakeUpForGaza sleeves will be distributed with every order and include a section where customers can write their hopes and aspiration for Gaza.

In writing their own message of support on the back of the sleeve, ZUS Coffee says it aims to turn each sleeve into a "symbol of hope and solidarity", according to a post seen on Instagram. It also urged customers to share their messages and to tag the coffee brand to "help spread the message around the world".

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