Kuala Lumpur, Malaysia – Malaysian ice cream brand Inside Scoop has appointed GO Communications to lead public relations and communications for its new campaign, “Rasa-Rasa Malaysia”.
The campaign, which celebrates local flavours through travel-inspired ice cream creations, was launched in conjunction with the Visit Malaysia 2026 initiative. The launch took place earlier this week and was officiated by Wizani bin Rosmin, senior director of management at Tourism Malaysia.
“Rasa-Rasa Malaysia” introduces six limited-edition flavours inspired by different Malaysian states, including Johor’s Liberica coffee, Kelantan’s dark chocolate banana, Melaka’s dodol Musang King, Sarawak’s gula apong tiramisu, Kuala Lumpur and Selangor’s chocomalt kaw dinosaur, and a strawberry lemonade flavour inspired by Cameron Highlands in Pahang.
According to Edmund Tan, co-founder of Inside Scoop, the campaign aims to transform ice cream into a medium for storytelling and cultural exploration.
“Inside Scoop has always believed that some of the best stories about Malaysia can be found in our love for food, which is heavily ingrained into our very identity as Malaysians. With this campaign, we’re pushing our belief that ice cream can be so much more than a mere treat. When we look much deeper, we see how ice cream can be a conversation starter, a memory trigger or something else altogether,” he explains.
“With ‘Rasa-Rasa Malaysia’, we wanted to capture the feeling of travelling through this country in a way that people could taste. Every flavour was created with much thought. It wasn’t just a matter of incorporating an ingredient famous in a state. We wanted to inspire a sense of place, pride and personality. We also brought GO Communications on board as they understand how to take a campaign concept such as this and give it a much larger voice. They know how to find the emotional thread within an idea and help it resonate far beyond the product itself,” he added.
Beyond introducing new flavours, the campaign includes several experiential elements designed to simulate a domestic travel journey. Each ice cream scoop is packaged in a sleeve designed around its featured state, while customers can also participate in a limited-edition Ice Cream Passport and stamp rally mechanic available across Inside Scoop outlets.
The campaign will run nationwide from 6 April to 11 May 2026.
For GO Communications, the campaign adds to its portfolio of culturally driven campaigns that combine storytelling and creative engagement.
Peter de Kretser, CEO of GO Communications, described the initiative as an opportunity to develop a narrative that connects culture and consumer experiences.
“Inside Scoop is a brand Malaysians genuinely adore, and ‘Rasa-Rasa Malaysia’ is exactly the kind of campaign that reminds us why. It’s fun, it’s imaginative, it’s proudly local, and it turns a simple pleasure as ice cream into an exciting story of curiosity, nostalgia, discovery and the joy of seeing this magnificent country through a different lens. We’re delighted to work with the Inside Scoop team to bring this campaign to life. It celebrates Malaysia’s diversity in a way that feels fresh, fun and easy to connect with, and we’re excited to help share that story,” he said.
Founded in 2013, Inside Scoop has developed a following as a Malaysian brand known for handcrafted ice cream made with locally sourced ingredients. The brand currently operates more than 70 outlets nationwide and has introduced over 100 flavours since its founding.
With the “Rasa-Rasa Malaysia” campaign, the company aims to continue highlighting Malaysian flavours and cultural narratives through its product offerings.
