KFC brings the flavour and festive spirit with “Ini Baru Riuh” via VML Malaysia this Raya

This Raya, KFC Malaysia is celebrating the season with “Ini Baru Riuh”, a campaign inspired by the lively moments with KFC that make Raya gatherings even more memorable.

From laughter filling the room to the comforting aroma of good food shared with family and friends, Raya is a time when homes – and hearts – feel fuller. With “Ini Baru Riuh”, KFC captures that festive energy through local flavours, shared meals, and experiences that bring people together.

Leading the celebration is the Riuh Rempah Series, a limited-time menu created to reflect the bold, aromatic flavours Malaysians love during the festive season.

The series features Riuh Rempah Crunch and Riuh Rempah Burger, KFC signature flavours made richer with fragrant spices and the warm aroma of lengkuas, and a spicy rempah sauce that delivers a rich, satisfying bite.

Customers can enjoy the 2-piece or 3-piece Ayam Riuh Rempah Combo from RM18.99, served with coleslaw, whipped potato and a medium carbonated soft drink. Burger lovers can also opt for the Burger Riuh Rempah Combo from RM18.99, with fries and a drink, or go for Riuh Rempah Box Meal from RM22.99, the ultimate festive meal that comes with a Burger Riuh Rempah, one piece of Ayam Riuh Rempah, whipped potato and a medium drink.

Together, the menu delivers a flavourful experience that captures the spirit of Raya: lively, comforting and best enjoyed in good company.

Perfect for Raya gatherings, Bucket Riuh, a made-for-sharing meals featuring nuggets, a selection of sauces crafted for Malaysian tastes, paired with KFC fried chicken and sides. It is available in 6-piece or 10-piece buckets, starting from RM48.99. Every Bucket Riuh also comes with a limited edition “Ini Baru Riuh” Raya packet, while stocks last.

Adding to the festive atmosphere, KFC collaborated with Malaysian singer Wani Kayrie and Astro’s Rocketfuel Entertainment on her new Raya music video, “Kampung Kita”. The Raya song blends youthful modernity with cultural authenticity that naturally aligns with the campaign. It combines modern Raya elements with traditional gamelan influences, celebrating the lively spirit of the season. Wani Kayrie also stars in KFC’s Raya campaign film with a bespoke rendition of Kampung Kita.

To extend the celebration beyond the localized menu flavours, KFC Malaysia will host a series of Sama-Sama Kongsi Raya open houses across selected outlets nationwide, creating spaces for communities to gather, share meals, and celebrate across backgrounds in the spirit of Raya.

In the same spirit of togetherness, KFC continues its commitment to the community through initiatives such as Kongsi Kasih, Kongsi Rezeki and Add Hope which focuses on supporting underprivileged families. These efforts reflect KFC’s belief that Raya is best celebrated when everyone has a place at the table.

“We are truly humbled that KFC fried chicken has been part of Malaysians’ Raya celebrations,” said Hanim Mazam, Chief Marketing Officer, KFC Malaysia. “With this Raya campaign and our open houses, we wanted to make those moments even more meaningful and lively with bold flavors and catchy Raya tunes – where one meal can spark laughter, sing-alongs, and memories that last well beyond the season. KFC is proud to do what we love, serving our communities during these festive moments that matter.”

The campaign draws insights from VML’s proprietary research, which explores how younger Malaysians are shaping their own expressions of Raya today.

“Youth aren’t walking away from tradition — they’re adding their own meaning to it. While family gatherings remain central to the celebration, many are also embracing more intimate moments with close friends, outside their homes at accessible spaces where they can relax, reconnect and create their own festive rituals.” said Karen Koay, Head of Digital Experience & E-commerce at VML Malaysia.

Guided by VML’s Human First approach and supported by cultural insights and AI-enabled planning through WPP Open, the campaign was designed to stay culturally grounded while connecting seamlessly across storytelling, experiences and digital touchpoints.

Credits
Nadja Vanderdrift – Senior Strategic Planner
Ng Seepei – Strategic Planner
Vikki Tan – Content Strategist
Yippie Yip – Business Director
Michelle Ngu – Brand Director
Raja Alysa Zafira – Client Engagement Manager
Sarah Zulkernai – Client Engagement Executive
Joceline Yan – Creative Group Head
Diyanah Poedjo – Art Director
Lee Yen Yen – Senior Designer
Ezzani Ashiqin Shukor – BM Copywriter
Amir Yunos – BM Copywriter
Keith Lim – Account Manager (Experiential)
Jessie Ng – Client Engagement Manager
Kylie Tan – Client Engagement Executive