Resorts World Genting and Dentsu Malaysia use K-culture to reignite buzz for Burger & Lobster
At Resorts World Genting (RWG), food has always been an experience that brings people together. With the launch of ‘Fusion Flavors Meet K-Drama Vibes’, RWG and dentsu Malaysia have delivered a media playbook that turned Burger & Lobster’s comeback into more than a dining offer.
Since its arrival in 2016, Burger & Lobster quickly became a name associated with destination dining but buzz dimmed post-pandemic. As RWG remained a beacon where leisure, travel, and culture converge, it embraced an opportunity to script its next chapter with the F&B icon, one designed to capture new audiences, ignite conversations, and reaffirm the destination as a hotpot built for cravings and connection.
The campaign leaned into “crave culture”, going beyond menus to craft moments where food is the theatre. While chefs served lobsters, dentsu Malaysia built a multi-layered media strategy, tapping into the rising influence of K-culture that Malaysians love, and digital-first experiences to transform appetite into anticipation, regaining attention, driving traffic, and repositioning the brand as a hub for food lovers:
• Tease & Tempt: Cinematic short-form reels captured the drama of indulgence, with molten pours, sizzling plates and visual moments designed to stir desire
• Dominate & Drive: Partnerships with food publishers (KL Foodie, Rojak Daily), and K-culture influecer, Tara Choi, and travel content creators, who carried the tale into every corner of the digital crowd
• Always-On Integration: Branded storytelling amplified across OOH at SkyAvenue and GHPO cable car stations, created real-life moments that turned everyday journeys into touchpoints of intrigue
• Promotions with Urgency: A sizzling -60% launch offer, timed with publisher pushes, that pulled audiences from screen to seats.
Kristine Lim, Vice President of Marketing at Resorts World Genting Burger & Lobster, said: “Every great K-drama has its cliffhanger, and every great meal has its twist. Together with dentsu Malaysia, we gave Burger & Lobster both, serving a comeback that is as binge-worthy as it is delicious, and turning dining into a story our guests could not wait to taste, share, and fall in love with all over again. Yet, this is not just revival, it is about affirming Resorts World Genting as a stage where culture, flavour, and entertainment collide.”
Gillian Chan, Director, Client Leadership, Dentsu Media Malaysia, added: “K-dramas capture hearts because they know how to stir anticipation, deliver surprise, and leave audiences wanting more. That was our inspiration in bringing Burger & Lobster back into the spotlight, driving it to Resorts World Genting as the destination where the flavours always delight. Working with RWG was like writing a hit drama side by side, with a finale that leaves the audience already waiting for the next season.”
This campaign went beyond traditional media buying. It was a true co-creation where publishers became storytellers, influencers became advocates, and every channel became a stage for cultural storytelling.
