Kuala Lumpur, Malaysia – Creative agency dentsu Malaysia has brought the drama back to Resorts World Genting (RWG), turning Burger & Lobster’s comeback into a stage where flavour meets storytelling.
With the campaign “Fusion Flavors Meet K-Drama Vibes”, dentsu Malaysia helped RWG reignite excitement around the F&B icon, once a name synonymous with destination dining since its 2016 debut but muted in the post-pandemic lull.
The strategy leaned into “crave culture”, blending K-drama theatrics with indulgent food experiences to drive traffic and rekindle buzz.
Spencer Lee, Executive Vice President – Sales, Marketing and Public Relations, Resorts World Genting, commented, “Just like a great K-drama, Burger & Lobster’s return is filled with anticipation, surprise, and flavour. That was our inspiration in bringing it back into the spotlight, creating an experience that is as binge-worthy as it is delicious, reaffirming Resorts World Genting as the destination where culture, flavour and entertainment come together.”
Cinematic short-form reels teased molten pours and sizzling plates, while partnerships with KL Foodie, Rojak Daily, and K-culture influencer Tara Choi amplified the drama across digital crowds.
The campaign narrative continued offline with storytelling OOH at SkyAvenue and GHPO cable car stations.
Gillian Chan, director for client leadership at dentsu Malaysia, added, “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.”
The campaign transformed Burger & Lobster’s return into more than a relaunch—it became a cultural crossover where publishers became storytellers, influencers became advocates, and every bite played like a scene-stealer.
