100PLUS partners with Netflix’s “Physical: Asia” for regional campaign

Kuala Lumpur, Malaysia – 100PLUS, the isotonic beverage brand under Fraser & Neave Holdings Bhd (F&NHB), has announced a regional collaboration with Netflix’s new competition series “Physical: Asia.” The partnership aims to promote 100PLUS PRO, the brand’s high-performance hydration drink, across Malaysia, Singapore, and Thailand.

According to the company, the collaboration aligns with both brands’ focus on endurance, fitness, and active living. Celine Tan, director of group marketing at Fraser and Neave, Limited, said the partnership is a natural fit because both brands value resilience and excellence. 

She said “Physical: Asia” highlights the pursuit of excellence, which is the same spirit behind 100PLUS. With 100PLUS PRO, the brand hopes to help people perform better, recover faster, and stay motivated as they follow the new Netflix series.

“Physical: Asia,” Netflix’s first nation-versus-nation competition series, features eight countries competing in strength and strategy challenges set in arenas inspired by Korean and pan-Asian heritage. The show emphasises teamwork, intensity, and national pride—elements the brand says are in line with 100PLUS’s long-standing positioning around perseverance and recovery.

As part of the campaign, 100PLUS PRO and Netflix will roll out interactive activities across Malaysia, Singapore, and Thailand, encouraging consumers to take on challenges while learning more about proper hydration and performance.

“In Malaysia, 100PLUS has always been part of our active lifestyle, from school sports days to big competitions,” said Leong Wai Yin, marketing director of Fraser & Neave Holdings Bhd. She said “Physical: Asia” reflects the same Malaysian spirit of showing up, pushing through, and not giving up. With 100PLUS PRO, the brand wants to support better hydration and recovery for everyone, whether they are training or just staying active. She added that the partnership with Netflix inspires Malaysians to keep striving and rise stronger.